To use marked-up emails sent to your users, you will need to register with Google. The emails should pass the Email markup Tester (https://www.google.com/webmasters/markup-tester/u/0/) and include as much data as possible. Note that Gmail removes all markup when forwarding an email. Follow the Email Sender Quality guidelines: Authenticate emails via DKIM or SPF; Match the top-level domain (TLD) of the SPF check or DKIM signature to the TLD of your From: email address; Emails must follow the Gmail Bulk Sender Guidelines; Have sent a high volume of mail from your domain (order of hundred emails a day minimum to Gmail) for a few weeks at least; A low rate of spam complaints from users. Actions should be used for transactional mail, where a high interaction rate is expected. They should not be used on promotional bulk mail. Go-To Actions: Must point to the specific page on which the action can be performed. Button labels need to show clear action to be taken and must be true to page the user is going to. Have a low failure rate and fast response for services handling Action Requests.