For every Barcamp event that comes and goes by, I try to think of what new thing I can do to make it a bit better. Off late, I’ve been using Inbox by Gmail almost exclusively. I love the product, particularly for the cards that show up that gives you a brief info about the mail(ex: Event reservation details/Flight details etc) without even opening the email.
I noticed that Meetup does the same. So I thought to myself, why not implement this for the mailer we send out to folks who have RSVP’d for the event? We do sent a short ‘here’s what you should look forward to’ email, it’d be cool to add the event details so that people using Google Now would get notification and the Now card as well.
The biggest problem when I started looking out was that I didn’t even know what they were known as! After bit of searching with various keywords (“triggering Google now cards”, “Inbox cards”, “Inbox mail preview”) I found that the actual term is “Gmail actions". Gmail actions use markup from schema.org for powering these snippets.