Summary
Addressing client concerns about emails landing in Gmail's promotions tab requires a multifaceted approach, emphasizing that it's a filtered inbox, not spam, and that engagement and conversions remain possible. Key strategies include client education on Gmail's functionality, prioritizing high-quality, engaging content, segmenting audiences for relevance, and ensuring proper email authentication (SPF, DKIM, DMARC). Building and maintaining a strong sender reputation, avoiding spam trigger words, and proactively managing client expectations with industry benchmarks are also critical. While avoiding the promotions tab isn't always achievable or detrimental, a focus on overall email marketing strategy and value demonstration is paramount.
Key findings
- Promotions Tab Isn't Always Negative: The promotions tab is not synonymous with spam; some users actively seek deals there, potentially leading to higher ROI.
- Content is Paramount: High-quality, relevant, and engaging content is crucial for inbox placement and overall campaign success.
- Client Education is Key: Educating clients on Gmail's tab system and its purpose is essential for managing expectations and fostering understanding.
- Authentication is Essential: Properly configured SPF, DKIM, and DMARC records are critical for sender reputation and deliverability.
- Sender Reputation Matters: A healthy sender reputation is crucial for improved inbox placement and avoiding spam filters.
Key considerations
- Focus on Value and ROI: Emphasize the value of email campaigns by tracking conversions and ROI, demonstrating that success isn't solely tied to primary inbox placement.
- Audience Segmentation: Segment your audience to send targeted, relevant emails, increasing engagement and signaling email value to Gmail.
- Manage Client Expectations: Proactively manage client expectations with industry benchmarks for inbox placement and open rates.
- Avoid Spam Triggers: Be mindful of language used in content and subject lines, avoiding words that might trigger spam filters.
- Encourage User Engagement: Encourage users to move emails to their primary inbox and mark them as important, sending positive signals to Gmail.
- Monitor Deliverability Metrics: Regularly monitor deliverability metrics and sender reputation to identify and address any issues promptly.
What email marketers say
12 marketer opinions
Clients concerned about emails landing in Gmail's promotions tab can be addressed by emphasizing that it's a secondary inbox, not a spam folder, and focusing on overall email marketing strategy rather than gaming the system. Key strategies include creating high-quality, engaging content, segmenting audiences for relevance, educating clients on Gmail's functionality, managing expectations with data on industry benchmarks, and ensuring proper email authentication. Focusing on conversions and ROI, rather than purely inbox placement, is also recommended.
Key opinions
- Promotions Tab Not Always Bad: Landing in the promotions tab isn't inherently negative; many users actively seek deals and offers there, leading to potentially higher ROI.
- Content is King: High-quality, engaging, and relevant content is crucial for avoiding the promotions tab and achieving better inbox placement. Content should be less promotional.
- Client Education is Key: Educating clients about Gmail's tab system, its purpose, and its impact on engagement is essential for managing expectations.
- Authentication Matters: Properly configuring SPF, DKIM, and DMARC records significantly improves sender reputation and deliverability.
- Engagement Signals Count: Encouraging users to move emails to the primary inbox and mark them as important sends positive engagement signals to Gmail.
Key considerations
- Focus on Value: Emphasize the value of email campaigns by tracking conversions and ROI, demonstrating that success isn't solely dependent on primary inbox placement.
- Audience Segmentation: Segment your audience to send targeted and relevant emails, increasing engagement and signaling email value to Gmail.
- Manage Expectations: Proactively manage client expectations by providing data on industry benchmarks for inbox placement and open rates.
- Domain Configuration: Ensure that the From and Reply-To addresses are correctly configured and use the same domain to improve sender credibility.
- Promotional Content: Be aware that excessive use of promotional language ('Discount', 'Sale', 'Free') may trigger Gmail's filters.
Marketer view
Marketer from Email Geeks emphasizes that the promotions tab is a secondary inbox, not a secondary spam folder.
13 Jun 2024 - Email Geeks
Marketer view
Email marketer from Neil Patel explains that landing in the promotions tab isn't necessarily bad. He suggests focusing on creating high-quality content that resonates with the audience, regardless of tab placement, and optimizing subject lines to increase open rates.
24 Feb 2024 - Neil Patel
What the experts say
3 expert opinions
Addressing client concerns about emails landing in Gmail's promotions tab involves educating them that it's a filtered inbox rather than spam, and showcasing that engagement and conversions are still possible. Focus should be shifted to overall sender reputation and authentication, understanding that while a good reputation improves deliverability, avoiding the promotions tab entirely isn't always feasible or harmful. Revenue and open rates may not be directly correlated when in the promotions tab.
Key opinions
- Education is Crucial: Clients need to understand the nature of the Promotions tab as a filtered inbox, not a spam folder.
- Sender Reputation Matters: A healthy sender reputation is key to overall deliverability, impacting inbox placement across all tabs.
- Open Rates vs. Revenue: A decrease in open rates within the promotions tab may not necessarily indicate a decrease in revenue.
Key considerations
- Provide Data: Share data showing that engagement and conversions are still possible from the Promotions tab.
- Focus on Authentication: Ensure proper email authentication (SPF, DKIM, DMARC) to improve sender reputation.
- Realistic Expectations: Acknowledge that avoiding the Promotions tab entirely may not be achievable or even necessary.
Expert view
Expert from Word to the Wise explains that education is key. Clients often misunderstand the Promotions tab, so explaining that it's not spam, but a filtered inbox, is crucial. Sharing data showing that engagement and conversions are still possible from the Promotions tab can alleviate concerns.
4 Mar 2023 - Word to the Wise
Expert view
Expert from Spamresource shares the key to handling promotions tab issues is focusing on overall sender reputation and email authentication. Clients should understand that a healthy sending reputation will improve deliverability across all inboxes, including the primary tab, but avoiding the promotions tab entirely is not always achievable or detrimental.
12 Feb 2025 - Spamresource
What the documentation says
6 technical articles
To address client concerns about emails landing in Gmail's promotions tab, documentation emphasizes focusing on technical best practices for email sending. This includes proper email authentication using SPF, DKIM, and DMARC, maintaining a clean sending list, avoiding spam trigger words, and complying with regulations like the CAN-SPAM Act. A strong sender reputation, achieved through these measures, is crucial for improving overall deliverability and inbox placement.
Key findings
- Authentication is Paramount: SPF, DKIM, and DMARC are essential for verifying your identity and improving sender reputation.
- Clean List Hygiene: Maintaining a clean sending list reduces bounce rates and spam complaints, positively impacting deliverability.
- Reputation Management: Monitoring and maintaining a positive sender reputation is critical for avoiding spam filters and the promotions tab.
- Compliance is Mandatory: Complying with regulations like the CAN-SPAM Act is crucial for avoiding legal issues and maintaining sender credibility.
Key considerations
- Dedicated IP: Consider using a dedicated IP address to establish and maintain a consistent sender reputation.
- Avoid Spam Triggers: Be mindful of the language used in email content and subject lines to avoid triggering spam filters.
- Monitor Performance: Regularly monitor deliverability metrics and sender reputation to identify and address any issues promptly.
- Implement DMARC: Implement DMARC to protect your domain from email spoofing and phishing attacks, further enhancing deliverability.
Technical article
Documentation from Google Support outlines best practices for sending emails that avoid spam filters. These include authenticating your email (SPF, DKIM, DMARC), maintaining a clean sending list, and avoiding spam trigger words in your email content and subject lines.
11 Feb 2023 - Google Support
Technical article
Documentation from RFC shares technical details on setting up SPF records to help with email authentication.
11 Mar 2023 - RFC
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