I came across one of the innovation done at Gmail for online retailers. It's called as "Go-To Actions" provided by Gmail.
The concept is that if a retailer send a mail with order confirmation they normally attach a link to track the order delivery. In past or other email providers, the track my order button will appear in body of mail. If the retailers use this feature "Go-To-Action" then the link will appear in subject line of email and customers can click which will take them to track order page of retailer.
The feature implementation process has been explained in below link :-
http://stackoverflow.com/questions/16593708/how-do-i-add-a-go-to-action-to-an-email-using-gmail-schema-org-recs
For further reading can be go to :-
https://developers.google.com/gmail/actions/reference/go-to-action
The concept is that if a retailer send a mail with order confirmation they normally attach a link to track the order delivery. In past or other email providers, the track my order button will appear in body of mail. If the retailers use this feature "Go-To-Action" then the link will appear in subject line of email and customers can click which will take them to track order page of retailer.
The feature implementation process has been explained in below link :-
http://stackoverflow.com/questions/16593708/how-do-i-add-a-go-to-action-to-an-email-using-gmail-schema-org-recs
For further reading can be go to :-
https://developers.google.com/gmail/actions/reference/go-to-action
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Thanks for your valuable comment