Benefits of the Promotions Tab

Managing Gmail Promotions Tab becomes easier when you recognize the tab was designed specifically for marketing emails and promotional offers. When Gmail introduced these various tabs, many marketers worried that subscribers would overlook mail in the Promotions tab.

As it turns out, studies have shown that readers actually use the Promotions tab. According to ReturnPath’s study of three million Gmail users, the tabs improved overall deliverability, increased open rates, and decreased spam complaints. Keep in mind that Gmail’s inbox organization doesn’t affect all your Gmail subscribers. Inbox tabs are optional for Gmail users, and many people disable them entirely.

Send Emails to the Primary Tab

The only real way to improve your campaign’s chances of landing in the Primary tab is to maintain a healthy relationship with your subscriber list. An engaged subscriber may be willing to make changes in their Gmail account to move your campaigns to the Primary tab.

Encourage your subscribers to:

• Add your From email address to their Google Contacts
  Emails from a subscriber’s Google Contact will always go to their Primary inbox. In your confirmation pages, emails, and campaign content, ask your subscribers to add your From email address to their Google Contacts.
• Move your emails to the Primary tab
  Your subscribers can actually teach Gmail where to deliver your messages. When a subscriber moves one of your campaigns from the Promotions tab to the Primary tab, Gmail will ask whether it should always deliver your campaigns there. If you have engaged subscribers who want your emails to appear in the Primary tab, share these Gmail Help instructions.