Email marketing glossary

Schema markup

Schema markup, also known as structured data, is code used to provide clear information to search engines, like Google, so they can parse senders’ content. Brands use it to boost SEO, as easily identifiable content for search engines enables brands to rank better on search engine result pages (SERPs). The code also provides summaries of web content so users can understand a web page at a glance without clicking through to the website.

It helps email clients understand what’s in an email and properly sort it into the Promotions tab or the main inbox. The code uses a unique semantic vocabulary to describe web content. This semantic vocabulary involves breaking a sentence into multiple components.