While Gmail’s Promotions tab is nothing to fear, many marketers still aim to land in the Primary inbox.
Here’s how you can increase your chances:
-
Send Engaging, Valuable Content:
The best thing you can do is send engaging, well-timed, valuable content to a clean list of contacts who want to receive it. If these users really want to receive your messages, Gmail will notice this and place your emails in the appropriate tab. -
Personalize Your Emails:
Use automations, dynamic content, and segmentation to tailor emails to individual preferences, making them feel more personal and less “promotional.” -
Minimize Promotional Language:
Keep your messaging focused on value, and avoid using phrases that scream “sales” (e.g., “limited-time offer,” “buy now,” etc.). -
Keep It Simple:
Try sending text-based emails, as they tend to perform better in the Primary inbox. Avoid too many images or heavy branding. -
Encourage Users to Disable the Promotions Tab:
You can ask subscribers to move your emails to the Primary tab manually or to disable the Promotions tab altogether for a more direct experience.
Landing in the Primary inbox is never guaranteed. Gmail’s algorithm is complex, and while following these tips can help, remember that user behavior is the most important factor.
Please also note that if you are sending commercial emails, landing in the Promotions tab is the expected behavior.
So, focus on delivering value and engaging your audience, and let Gmail do the sorting!