Gmail's promotions tab

Overview

This article explains Gmail's Promotions tab, its benefits, and how to avoid it.

Why emails land in Gmail's Promotion tab

Emails from Ortto may end up in Gmail's Promotions tab for a few reasons:

1. Content analysis: Gmail looks at the email content, including promotional language, links, and images. Emails that use promotional wording or have many links are more likely to be flagged as promotions.
2. Email volume and engagement: Sending a large number of emails with low engagement (like opens or clicks) can lead to them being categorized as promotions.
3. Contact behavior: Gmail adapts based on how recipients interact with emails. If they often move emails to the Promotions tab, similar future emails may also be placed there.

Benefits of the Promotions tab

While having emails in the Promotions tab might seem less than ideal, it can actually offer some advantages for marketing emails:

1. Targeted audience: Customers who check the Promotions tab are usually in a shopping mindset, which can lead to better engagement with your marketing content.
2. Less intrusive: Emails in the Promotions tab are often seen as less intrusive than those in the Primary tab, which can help reduce unsubscribes and negative feedback.

Avoiding the Promotions tab

Verified methods

If you'd like your emails to stay out of the Promotions tab, there is really only one tip that is proven to work:

• Include instructions: Ask recipients to move your emails to the Primary tab and add your email to their contacts. This helps Gmail understand their preferences.

Unverified methods

If you are still looking for something else you can do, here are some unverified tips communicated throughout the industry:

1. Limit links: Reduce the number of links in your emails. Too many links can make your email look promotional, increasing the chance of it landing in the Promotions tab.
2. Personalize content: Tailor your emails to your recipients. Personalization can help avoid the Promotions tab and boost engagement.
3. Avoid promotional words: Steer clear of common promotional words like:

• Free
• Sale
• Offers
• Discount
• Best prices
• Clearance
• Be your own boss
• Expect to earn
• Get paid
• No credit card

4. Use professional formatting: Keep your email formatting simple and clean. Avoid fancy fonts and excessive formatting, as Gmail's filters may flag these as promotional. A well-structured email with valuable content is more likely to reach the Primary inbox.