For a long time Gmail Annotations was an opt-in feature brands could choose to implement. Now? Adding it is a matter of control. Gmail automatically tries to consume and understand the contents of an email, and tries to pull deal information even if you have not explicitly added these as Annotations.

Free stuff is good. But automation cannot be perfect all the time. We're now seeing Gmail display Annotations for secondary offers instead of the primary campaign, or simply link to the wrong page.

Want the deal shown in Annotations to match the offer in your subject line? You have to add Gmail Annotations yourself.