The ADMATIC Team breaks down Google’s latest Merchant Center feature that turns your marketing emails into high-impact digital touchpoints—across Search, Shopping, and even Maps. Read below and find out how to make your existing content work harder and reach more shoppers without lifting a finger.

For years, digital performance marketers have invested in optimising websites, product feeds, and structured data to improve visibility across Google Shopping.

Google now launched a new feature in Google Merchant Center that has the ability to automatically extract relevant content from your marketing campaigns—such as promotions, product launches, and social links—and display that information across Google’s ecosystem, including Search, Shopping, and Maps. This means your email content is no longer confined to the inbox. It’s a source of discoverability across some of the most valuable digital touchpoints in a shopper’s journey.

By using the content you’re already creating, Google can help surface your latest brand updates to high-intent consumers—without any extra development or setup on your end.

How Google Gains Access to Your Emails

Google accesses your email content in two primary ways:

  1. Automatic Subscription – Google may automatically subscribe to marketing communications using the Merchant Center account or publicly available subscription forms.
  2. Manual Inclusion – Marketers can proactively add Google to their subscriber list using this address: marketingemailtogoog@gmail.com

Adding this email ensures Google receives your campaign content directly and consistently, enabling it to evaluate and surface key information.

What Google Extracts from Your Emails

Once subscribed, Google scans your marketing emails to extract promotional and brand-focused content that can help shoppers discover your business and offerings.

This may include:

  • Announcements of current or upcoming sales
  • Product launches, back-in-stock alerts, or seasonal collections
  • Primary links to your social media profiles
  • Embedded videos or highlighted lifestyle content
  • Brand tone of voice and positioning through copy and creative
  • Curated imagery, influencer content, or campaign visuals

The goal is to extend the reach of the content you’ve already created—content that represents your brand and delivers value to the consumer.

Where Your Email Content May Appear

Google can display the extracted content across several surfaces where customer intent is highest:

  • Google Search – Content may appear in brand-rich snippets, structured listings, or related searches
  • Google Shopping – Promotional messaging and new arrivals can be integrated into Shopping results
  • Google Maps – In-store offers or location-specific promotions may be shown to nearby customers

By surfacing this information at different points in the discovery and purchase funnel, Google helps bridge the gap between email engagement and broader online visibility.

How to Opt Out of Email Content Sharing

Marketers who do not wish to have their emails scanned by Google can opt out at any time using Merchant Center:

  1. Log in to your Google Merchant Center account
  2. Navigate to General account options
  3. Scroll to the section titled Marketing data sharing
  4. Select “Do not share data” and click Save

Once this setting is applied, Google will stop collecting information from your marketing emails for use in its ecosystem.

Need help with setting up Google Merchant Center for your ecommerce store? Click here to get in touch with ADMATIC Team.

Source: ADMATIC, 1 May 2025