Gmail added a new feature called “sponsored mail with enhanced content” that let you interact with the messages without opening a new page. Here’s the description: “If you’re subscribed to receive email from certain senders, the messages you receive from them will be enhanced with an interactive gadget that has up-to-date content from their website (you’ll also see an icon in your inbox identifying these messages). For e.g., if you receive a Pregnancy Bulletin newsletter from Babycenter, you’ll be able to view up-to-date content, including the baby name of the day, and browse though the current top 100 baby names within the message. Aside from convenience of being able to interact with certain websites from inside Gmail, the branded content’ll help identify that your messages’re legitimate and not spoofed (we’ll only show branded content when the sender authenticates their mail).”
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