{"id":25584,"date":"2025-10-28T09:30:00","date_gmt":"2025-10-28T09:30:00","guid":{"rendered":"https:\/\/www.mailgun.com\/blog\/gmail-relevante-werbung-kauf-tracking\/"},"modified":"2026-09-22T13:34:34","modified_gmt":"2026-09-22T13:34:34","slug":"gmail-relevante-werbung-kauf-tracking","status":"publish","type":"blog","link":"https:\/\/www.mailgun.com\/de\/blog\/email\/gmail-relevante-werbung-kauf-tracking\/","title":{"rendered":"Gmail wird pers\u00f6nlich: Was Absender \u00fcber \u201erelevante Werbung\u201c und \u201eKauf-Tracking\u201c wissen sollten\u00a0"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Gmail\u2019s at it\u00a0<em>again,\u00a0<\/em>and\u00a0just in time for the holiday sending season.\u00a0Mere\u00a0weeks into\u00a0Q4, Google\u00a0<a href=\"https:\/\/blog.google\/products\/gmail\/one-stop-purchase-tracking-in-gmail\/\" target=\"_blank\" rel=\"noreferrer noopener\">announced<\/a>\u00a0two updates aimed at helping users stay organized and surface the most meaningful messages: a new\u00a0<strong>Purchases<\/strong>\u00a0view that\u00a0consolidates\u00a0delivery and receipt emails, and a smarter\u00a0<strong>Promotions<\/strong>\u00a0tab that\u00a0can\u00a0prioritize \u201cmost relevant\u201d offers over \u201cmost recent\u201d ones.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">For users,\u00a0it\u2019s\u00a0a welcome dose of clarity.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">For senders,\u00a0it\u2019s\u00a0a subtle but serious shift in how Gmail evaluates value.\u00a0<\/p>\n\r\n    <nav data-content-type=\"longform\" class=\"toc-block longform-spacings px-5 py-6 px-md-6 px-lg-7 py-md-7 bg-light fs-sm rounded-lg\" aria-labelledby=\"toc-title-8490\"><p class=\"h5 m-0\" id=\"toc-title-8490\">Inhaltsverzeichnis<\/p><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">01<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#a-new-view-for-purchases-and-deliveries\">A new view for purchases and deliveries\u00a0<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">02<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#relevance-rules-the-promotions-tab\">Relevance rules the Promotions tab\u00a0<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">03<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#what-this-means-for-senders\">What this means for senders\u00a0<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">04<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#developers-corner-building-for-gmails-new-ux\">Developer&#8217;s corner: Building for Gmail&#8217;s new UX<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">05<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#the-changing-inbox-landscape\">The changing inbox landscape<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">06<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#approaching-the-holidays\">Approaching the holidays<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">07<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#looking-ahead\">Looking ahead<\/a><\/div><\/div><\/nav>\n<h2 class=\"wp-block-heading\">A new view for purchases and deliveries\u00a0<\/h2>\n\n<p class=\"wp-block-paragraph\">Rolling out globally to personal Gmail accounts, the\u00a0<strong>Purchases<\/strong>\u00a0view brings together order confirmations, receipts, and shipping updates into one streamlined list. Visual summary cards highlight upcoming deliveries, giving users a quick glance at\u00a0what\u2019s\u00a0on the way.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">If your transactional emails use structured data (schema\u00a0<a href=\"https:\/\/developers.google.com\/workspace\/gmail\/markup\/reference\" target=\"_blank\" rel=\"noreferrer noopener\">markup<\/a>) to describe items, prices, or tracking details, Gmail can now interpret and display that information more prominently within this view.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">However, as early adopters noticed,\u00a0<strong>machine\u00a0learning still has a few wrinkles to iron out.<\/strong>\u00a0In some cases, Gmail\u2019s system misread dynamic timestamps,\u00a0showing a\u00a0restaurant delivery\u00a0order as \u201carriving Monday\u201d even when it\u00a0wasn\u2019t\u00a0placed\u00a0until\u00a0Tuesday.\u00a0It\u2019s\u00a0unclear exactly how Gmail pulls and normalizes purchase data, but\u00a0it\u2019s\u00a0safe to assume senders have\u00a0<strong>limited control<\/strong>\u00a0over\u00a0what\u2019s\u00a0displayed. Structured data helps the model understand your content,\u00a0but it\u00a0doesn\u2019t\u00a0guarantee\u00a0perfection.\u00a0<\/p>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"936\" height=\"852\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/10\/image-1.png\" alt=\"Bildschirme der Gmail-App, die Paket-Tracking-Karten im Posteingang und das Label &apos;K\u00e4ufe&apos; im Seitenmen\u00fc zeigen\" class=\"wp-image-11951\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/10\/image-1.png 936w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/10\/image-1-300x273.png 300w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/10\/image-1-768x699.png 768w\" sizes=\"(max-width: 936px) 100vw, 936px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">Relevance rules the Promotions tab\u00a0<\/h2>\n\n<p class=\"wp-block-paragraph\">Let\u2019s\u00a0get this out of the way: the\u00a0<strong>Promotions<\/strong>\u00a0tab\u00a0<em>is<\/em>\u00a0the inbox for\u00a0the\u00a0millions of Gmail users\u00a0choosing a tabbed view. Whether a message appears in Primary, Updates, or Promotions, Gmail\u2019s goal is to surface what each user finds most engaging,\u00a0not\u00a0just\u00a0what arrived most recently.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">The new \u201cmost\u00a0relevant\u201d sorted\u00a0view reflects that philosophy. Instead of showing messages in chronological order, Gmail will prioritize those it believes matter most based on engagement, historical interaction, and contextual cues. Users can still toggle back to \u201cmost\u00a0recent,\u201d but Gmail\u2019s new \u201cTop\u00a0deals for\u00a0you\u201d cards and \u201cnudge\u201d prompts make it clear which experience\u00a0they\u2019re\u00a0steering\u00a0users toward.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">For senders, this means your biggest competition\u00a0isn\u2019t\u00a0the brand that hit \u201csend\u201d one minute before you;\u00a0it\u2019s\u00a0<em>every\u00a0<\/em>sender in your subscribers\u2019 Promotions tab fighting for perceived value.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Send-time optimization? Old news. 2026 is the year of UO (User-based\u00a0Optimization).<\/strong>\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">It\u2019s\u00a0no longer about\u00a0when\u00a0you send, but\u00a0<em>who<\/em>\u00a0you\u2019re\u00a0sending to and\u00a0<em>why<\/em>\u00a0they should care. The future belongs to senders who\u00a0design\u00a0<em>for\u00a0<\/em>user intent, not\u00a0<em>around\u00a0<\/em>algorithms, and that mindset lays the groundwork for something even bigger:\u00a0<strong>Inbox\u00a0Optimization (IO),<\/strong>\u00a0where messages earn visibility through relevance, clarity, and respect for attention.\u00a0<\/p>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"936\" height=\"852\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/10\/image.png\" alt=\"Benutzeroberfl\u00e4che der mobilen Gmail-App, die den Tab &apos;Werbung&apos; mit einem Bereich &apos;Top-Angebote f\u00fcr Sie&apos; und einer Liste von E-Mails zeigt\" class=\"wp-image-11947\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/10\/image.png 936w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/10\/image-300x273.png 300w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/10\/image-768x699.png 768w\" sizes=\"(max-width: 936px) 100vw, 936px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">What this means for senders\u00a0<\/h2>\n\n<p class=\"wp-block-paragraph\">This update is yet another sign that Gmail\u2019s algorithms prioritize\u00a0<em>recipient experience<\/em>\u00a0over sender intent. Simply showing up\u00a0on time\u00a0isn\u2019t\u00a0enough. Now\u00a0you need to earn your place\u00a0at the front of the line.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Here\u2019s\u00a0how to adapt:<\/strong>\u00a0<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Prioritize relevance\u00a0over reach.<\/strong>\u00a0Volume alone\u00a0doesn\u2019t\u00a0drive visibility. Gmail\u2019s sorting\u00a0logic rewards engagement\u00a0rather than\u00a0persistence.\u00a0<\/li>\n\n\n\n<li><strong>Segment with purpose.<\/strong>\u00a0Even if creating multiple variants feels time-consuming, segmentation is what keeps your campaigns visible. Know your\u00a0audiences\u00a0well enough to make the extra work worth it.\u00a0<\/li>\n\n\n\n<li><strong>Use structured data and authentication.<\/strong>\u00a0Schema markup helps Gmail understand transactional context, and authentication (SPF, DKIM, DMARC) ensures trust.\u00a0<\/li>\n\n\n\n<li><strong>Set expectations early.<\/strong>\u00a0From cadence to content, transparency builds engagement,\u00a0and engagement drives placement.\u00a0<\/li>\n\n\n\n<li><strong>Simplify opt-outs.<\/strong>\u00a0Friction in unsubscribing leads to disengagement and complaints, both of which\u00a0tank\u00a0your relevance score.\u00a0<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Developer&#8217;s corner: Building for Gmail&#8217;s new UX<\/h2>\n\n<p class=\"wp-block-paragraph\">If you send via API or handle your own templates, consider adding\u00a0<strong>structured data<\/strong>\u00a0to your message payloads. Gmail supports JSON-LD markup for purchase-related messages, which can improve how your emails display in the new Purchases view.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">Mailgun\u2019s\u00a0API makes it easy to inject schema markup dynamically into your message body or headers, so your receipts and tracking updates\u00a0remain\u00a0machine-readable without breaking template logic.\u00a0<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> <p>Use confirmed, stable values for timestamps and delivery windows whenever possible. Gmail\u2019s parsing models can misinterpret changing or placeholder data, so&nbsp;to avoid any mishaps,&nbsp;avoid using dynamic fields that update after&nbsp;send.&nbsp;<\/p><\/div>\r\n    <\/div>\r\n\n<h2 class=\"wp-block-heading\">The changing inbox landscape<\/h2>\n\n<p class=\"wp-block-paragraph\">For years, senders have used seed testing to gauge whether a message lands in \u201cinbox\u201d or \u201cspam.\u201d But Gmail\u2019s evolution means placement is no longer a binary state.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">Even if a message technically reaches the inbox,\u00a0<strong>its prominence now depends on engagement, recency, and inferred relevance.<\/strong>\u00a0Two users could receive the same email at the same time,\u00a0but one might see it\u00a0as\u00a0a \u201cTop\u00a0deal\u201d,\u00a0while\u00a0the\u00a0other never scrolls far enough to notice it at all.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">That makes deliverability testing more complex,\u00a0and more human.\u00a0You\u2019re\u00a0no longer\u00a0optimizing for\u00a0filters;\u00a0you\u2019re\u00a0optimizing for\u00a0<em>interest<\/em>.\u00a0<\/p>\n\n<h2 class=\"wp-block-heading\">Approaching the holidays<\/h2>\n\n<p class=\"wp-block-paragraph\">As you prep for Q4, remember: Gmail\u2019s updates\u00a0aren\u2019t\u00a0about punishing\u00a0senders,\u00a0they\u2019re\u00a0about rewarding the ones\u00a0who prioritize real relationships.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">Deliverability is\u00a0speeding\u00a0away from technical compliance alone. Success now depends on how well you know your subscribers, how cleanly you structure your data, and how thoughtfully you respect their attention.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">In other words:\u00a0<strong>your best deliverability strategy is\u00a0providing value.\u00a0<\/strong>Same as it ever was.\u00a0<\/p>\n\n<h2 class=\"wp-block-heading\">Looking ahead<\/h2>\n\n<p class=\"wp-block-paragraph\">At the end of 2025,\u00a0we\u2019re\u00a0watching email evolve faster than ever\u00a0thanks to smarter inboxes, better segmentation tools, and a new wave of AI-powered\u00a0assistance. Gmail\u2019s latest updates reinforce what senders have been learning the hard way:\u00a0<strong>relevance is the currency of the inbox.<\/strong>\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">If 2025\u00a0was the year of AIO (Artificial Intelligence\u00a0Optimization), 2026 may well be the dawn of\u00a0<strong>IO (Inbox Optimization).<\/strong>\u00a0It\u2019s\u00a0not a buzzword (yet!), but it captures where\u00a0we\u2019re\u00a0headed: toward experiences that combine intelligent automation with genuine human attention.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">Because as inboxes get smarter, so must senders.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Stay ahead of Gmail\u2019s evolution<\/strong>:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Watch our latest\u00a0<a href=\"https:\/\/www.mailgun.com\/de\/blog\/deliverability\/zustellbarkeit-academy-episode-3-rueckblick\/\" target=\"_blank\" rel=\"noreferrer noopener\">Deliverability Academy session<\/a>\u00a0on\u00a0holiday\u00a0readiness\u00a0<\/li>\n\n\n\n<li>Read \u201c<a href=\"https:\/\/www.mailgun.com\/de\/blog\/deliverability\/einfache-abmeldung\/\" target=\"_blank\" rel=\"noreferrer noopener\">Make\u00a0it\u00a0easy\u00a0to\u00a0unsubscribe<\/a>\u201d on\u00a0<em>Alison\u2019s Bounce House<\/em>\u00a0for more on engagement and relevance\u00a0<\/li>\n\n\n\n<li>Explore\u00a0Mailgun\u2019s\u00a0email\u00a0deliverability\u00a0<a href=\"https:\/\/www.mailgun.com\/de\/ressourcen\/leitfaden\/e-mail-zustellbarkeit-verstehen\/\" target=\"_blank\" rel=\"noreferrer noopener\">guide<\/a>\u00a0for technical best practices on authentication, segmentation, and optimization\u00a0<\/li>\n<\/ul>\n    <div data-content-type=\"longform\" class=\"longform-spacings\">\r\n        <div class=\"cta bg-primary rounded-lg px-5 py-6 p-md-7 px-md-6\">\r\n                    <div class=\"form-subscription\">\r\n                            <div class=\"h4 mb-3\">\r\n                    Keep me posted! Get great resources in your inbox every week.                <\/div>\r\n                                    <form accept-charset=\"UTF-8\" action=\"\" enctype=\"multipart\/form-data\" data-form-subscription method=\"POST\" style=\"max-width: 400px;\">\r\n                <div class=\"row justify-content-between align-items-top g-2\">\r\n                    <div class=\"col-10\">\r\n                        <input type=\"email\" name=\"email\" class=\"form-control\" placeholder=\"Email\" autocomplete=\"email\" required>\r\n                        <div data-fs=\"error\" role=\"alert\" class=\"invalid-feedback\">\r\n                            Please complete this required field.                        <\/div>\r\n                    <\/div>\r\n                                            <div class=\"col-12 order-last mt-3 fs-xxs\" data-fs=\"acceptance\" style=\"display:none;\">\r\n                            \r\n                                <div class=\"form-check\">\r\n                                    <input id=\"formSubscriptionAcceptance-terms-3850\" class=\"form-check-input\"\r\n                                        type=\"checkbox\" name=\"terms\">\r\n                                    <label for=\"formSubscriptionAcceptance-terms-3850\" class=\"form-check-label text-body-color\">\r\n                                        Ich habe die Servicebedingungen gelesen und stimme ihnen zu.                                        <span class=\"hs-form-required\">*<\/span>\r\n                                    <\/label>\r\n                                <\/div>\r\n\r\n                            \r\n                                <div class=\"form-check\">\r\n                                    <input id=\"formSubscriptionAcceptance-privacy-6049\" class=\"form-check-input\"\r\n                                        type=\"checkbox\" name=\"privacy\">\r\n                                    <label for=\"formSubscriptionAcceptance-privacy-6049\" class=\"form-check-label text-body-color\">\r\n                                        Ich habe die Datenschutzerkl\u00e4rung gelesen und bin damit einverstanden.                                        <span class=\"hs-form-required\">*<\/span>\r\n                                    <\/label>\r\n                                <\/div>\r\n\r\n                                                    <\/div>\r\n                    \r\n                                            <div class=\"col-12 order-last fs-xxs mb-0 mt-2 text-body-color\">\r\n                            Send me the Mailgun newsletter. I expressly agree to receive the newsletter and know that I can easily unsubscribe at any time.                        <\/div>\r\n                    \r\n                    <div class=\"col-2\">\r\n                        <button type=\"submit\" value=\"Submit\" aria-label=\"Submit\" class=\"btn btn-secondary btn-icon\">\r\n                            <svg aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/layout\/chevron-right.svg\"><\/svg>\r\n                        <\/button>\r\n                    <\/div>\r\n                <\/div>\r\n\r\n                <input type=\"hidden\" name=\"formSubscriptionRecaptchaToken\" data-fs=\"recaptcha-token\">\r\n                <input type=\"hidden\" name=\"customListID\" value=\"\">\r\n\r\n            <\/form>\r\n            <div data-fs=\"message-success\" style=\"display: none;\">\r\n                <p class=\"mb-0 mt-2 text-body-color\">\r\n                    Check your inbox monthly for your Mailgun Newsletter!                <\/p>\r\n            <\/div>\r\n        <\/div>\r\n        <\/div>\r\n    <\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Gmail \u00e4ndert die Spielregeln f\u00fcr den Posteingang. Mit einer neuen Eink\u00e4ufe-Ansicht f\u00fcr Belege und Zustellungen und einem intelligenteren Tab f\u00fcr Werbung, der Relevanz vor Aktualit\u00e4t stellt, k\u00f6nnen sich Absender nicht mehr nur auf das Timing verlassen. Der Erfolg h\u00e4ngt nun von Engagement, strukturierten Daten und echtem Mehrwert f\u00fcr die Abonnenten ab. Erfahren Sie, wie Sie Ihre E-Mails f\u00fcr die sich entwickelnde Gmail-Landschaft optimieren und in dieser Weihnachtszeit sichtbar bleiben.<\/p>\n","protected":false},"author":89,"featured_media":11750,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"blog_category":[20],"class_list":["post-25584","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-email"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Gmail-Updates: Was Absender \u00fcber relevante Werbung und Kauf-Tracking wissen sollten - Transactional Email API Service For Developers | Mailgun<\/title>\n<meta name=\"description\" content=\"Die neue Eink\u00e4ufe-Ansicht von Gmail und der intelligentere Tab f\u00fcr Werbung ver\u00e4ndern das Ranking von E-Mails. 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