Suped

Summary

Influencing Gmail tab placement is a multifaceted challenge involving sender reputation, content quality, and user engagement. While direct, long-term control is limited and recipient preferences are paramount, various strategies can improve your chances of landing in the desired tab. Key actions include crafting high-quality, personalized, and relevant content tailored to the target tab's theme, maintaining a consistent sending frequency, and building a positive sender reputation through clean email lists, proper authentication (SPF, DKIM, DMARC), and minimizing spam complaints. Additionally, avoid spam triggers, overly promotional language, and aggressive sales tactics. Encourage user interaction by prompting subscribers to move emails to the 'Primary' tab and add you to their contacts, which helps train Gmail's algorithms. Ensure email accessibility, as accessible emails are perceived as more valuable and less likely to be filtered. Remember that Gmail's algorithms are constantly evolving, and a holistic approach considering all factors is essential for optimizing inbox placement.

Key findings

  • Content Relevance & Quality: High-quality, relevant, and personalized content significantly impacts tab placement. Send content appropriate for the target tab.
  • Sender Reputation Dominates: A positive sender reputation is paramount. Build it through consistent sending practices, low bounce rates, minimal spam complaints, and proper authentication (SPF, DKIM, DMARC).
  • Engagement is a Strong Signal: User engagement, like opens, clicks, replies, and moving emails to the 'Primary' tab, sends positive signals to Gmail.
  • Avoid Spam Signals: Steer clear of spam trigger words, overly promotional language, and aggressive sales tactics that can land you in the 'Promotions' tab.
  • Authentication is Mandatory: Implement SPF, DKIM, and DMARC to authenticate your emails and improve deliverability.
  • List Hygiene Matters: Clean and up-to-date email lists contribute to a better sender reputation.
  • Accessibility Improves Perception: Accessible emails are perceived as more valuable and are less likely to trigger spam filters.

Key considerations

  • Recipient Preferences Rule: Recipient preferences ultimately influence tab placement, limiting direct control.
  • Algorithms Evolve: Gmail's algorithms and filters are constantly evolving, requiring continuous adaptation.
  • Holistic Strategy Needed: Employ a holistic strategy considering all contributing factors for optimal results.
  • Any Tab Is Still the Inbox: Remember that emails in any tab are still in the inbox, not the spam folder.
  • Mobile Viewing Variations: Tabs may not be visible in native email clients on mobile devices, primarily appearing in the Gmail app.
  • Segmentation for Relevance: Segmenting your audience for more targeted and relevant content can boost engagement.

What email marketers say

12 marketer opinions

Influencing Gmail tab placement involves a multi-faceted approach. While long-term control is limited and recipient preferences play a significant role, several strategies can improve the chances of landing in the desired tab. Focus on creating high-quality, personalized, and relevant content that resonates with your audience. Maintaining a consistent sending frequency and building a positive sender reputation through clean email lists, proper authentication (SPF, DKIM, DMARC), and low spam complaint rates are crucial. Avoiding spam triggers, overly promotional language, and aggressive sales tactics is also important. Encouraging user engagement by asking subscribers to move emails to the 'Primary' tab and add your email address to their contacts can help train Gmail's algorithms. Email accessibility is also a factor, as accessible emails are perceived as more valuable and less likely to be filtered.

Key opinions

  • Content is King: High-quality, relevant, and personalized content is essential for landing in the 'Primary' tab.
  • Sender Reputation Matters: A positive sender reputation, built through consistent sending practices and minimal spam complaints, significantly influences tab placement.
  • Engagement is Key: Encouraging user engagement (moving emails to the 'Primary' tab, adding to contacts) helps train Gmail's algorithms.
  • Avoid Spam Triggers: Refrain from using spam trigger words, overly promotional language, and aggressive sales tactics.
  • Authentication is Vital: Proper email authentication (SPF, DKIM, DMARC) helps improve deliverability and inbox placement.
  • Accessibility matters: Accessible emails are viewed more positively and less likely to trigger spam filters

Key considerations

  • Recipient Preferences: Ultimately, recipient preferences play a significant role in determining tab placement.
  • Long-Term Control: Direct, long-term control over tab placement is limited.
  • Mobile vs. App: Tabs may not be visible in native email clients on mobile devices; tabs are usually only visible on the Gmail app.
  • Any Tab is the Inbox: Emails in any tab are still in the inbox, not the spam folder.
  • Segmentation: Segmenting your audience for more targeted content can improve engagement.

Marketer view

Marketer from Email Geeks shares an analogy, thinking of the promo tab like being located in a mall. Does it limit street visibility? Yes. Is it where people go when they want to shop? Also yes.

17 Jun 2024 - Email Geeks

Marketer view

Email marketer from SendPulse shares that focusing on relevant content, encouraging recipients to move emails to the 'Primary' tab, and avoiding spam triggers are effective strategies.

14 Mar 2024 - SendPulse

What the experts say

3 expert opinions

Influencing Gmail tab placement involves understanding that it's determined by a combination of factors. These factors are, sender reputation, engaging content and email list hygiene. A positive sender reputation can be established through authentication of your emails. The goal is to provide content appropriate for the tab you would like to be placed in which engages the user, ultimately the end user has control.

Key opinions

  • Content Relevance: Send content that aligns with the expected content of the desired tab.
  • Sender Reputation is Key: A positive sender reputation, built through authentication and responsible sending practices, is crucial.
  • Engagement Matters: User engagement and interaction with your emails are significant factors.
  • Email List Hygiene: Maintaining a clean and up-to-date email list positively influences placement.

Key considerations

  • Algorithms and Filters: Gmail's algorithms and filters are constantly evolving.
  • Holistic Approach: A holistic approach, considering all factors, is necessary.
  • No Guarantees: Even with best practices, there are no guarantees regarding tab placement.

Expert view

Expert from Word to the Wise explains that authentication, list hygiene and engagement are all elements that feed into Google's algorithms which determine inbox placement (including tabs).

9 May 2024 - Word to the Wise

Expert view

Expert from Email Geeks responds by saying you should send content of the sort you'd expect to see in that tab.

10 Sep 2024 - Email Geeks

What the documentation says

5 technical articles

Influencing Gmail tab placement involves a combination of user engagement and sender practices. Users ultimately control tab assignments and train Gmail's filtering through their actions. Positive user engagement, such as opens, clicks, and replies, signals value and improves chances of landing in the 'Primary' tab. Proper email authentication (SPF, DKIM, DMARC) and adherence to email best practices are crucial for avoiding the 'Promotions' tab. While direct control over tab placement is limited, maintaining a good sender reputation and avoiding spam complaints ensures emails are delivered to the inbox (any tab).

Key findings

  • User Control: Users have control over which emails appear in which tabs, and their behavior influences Gmail's filtering.
  • Engagement Signals: Opens, clicks, and replies signal value and increase chances of landing in the 'Primary' tab.
  • Authentication Matters: Proper email authentication (SPF, DKIM, DMARC) is essential for avoiding spam filters and improving deliverability.
  • Sender Reputation: Maintaining a good sender reputation helps ensure emails are delivered to the inbox (any tab).

Key considerations

  • Limited Direct Control: Direct control over tab placement is limited; focus on influencing factors.
  • Avoiding Spam: Avoid excessive links, promotional language, and spam complaints.
  • Best Practices: Adhere to email best practices to avoid being filtered into the 'Promotions' tab.
  • DMARC Implementation: Implementing DMARC, SPF, and DKIM can improve sender reputation and delivery to the inbox.

Technical article

Documentation from Google Support answers that users have control over which emails appear in which tabs, and their behavior influences Gmail's filtering over time. Users can manually move emails between tabs to train Gmail.

20 Mar 2023 - Google Support

Technical article

Documentation from Microsoft explains that while Gmail tabs can't be directly controlled, maintaining a good sender reputation and avoiding spam complaints will help ensure emails are delivered to the inbox (any tab).

28 Jan 2023 - Microsoft

Start improving your email deliverability today

Sign up