The overwhelming consensus among email experts and marketers is that relying on custom code to bypass Gmail's promotions tab is not a viable long-term strategy. While some minor adjustments to HTML structure or keyword usage *might* have a negligible impact, there is no guaranteed code-based workaround. Gmail's filtering algorithms are sophisticated and constantly evolving, using machine learning and numerous factors, including sender reputation, content quality, user engagement, and proper authentication protocols (SPF, DKIM, DMARC). Attempting to "game" the system can be detrimental, potentially leading to your emails being marked as spam and your ESP account being blocked. The key to inbox placement lies in building a strong sender reputation by sending valuable, engaging content that recipients want, segmenting your audience, personalizing your messages, practicing good list hygiene, avoiding spam triggers, and ensuring your emails are mobile-friendly. Essentially, focus on being a responsible and trustworthy sender who prioritizes the user experience.
14 marketer opinions
The consensus among email marketers is that there is no reliable custom code solution to guarantee emails bypass the promotions tab in Gmail. While some HTML structures or avoiding certain keywords might slightly reduce the likelihood, focusing on fundamental email marketing best practices is crucial. Building a strong sender reputation through authentication (SPF, DKIM, DMARC), sending valuable and engaging content, personalizing emails, segmenting your audience, avoiding spam trigger words, maintaining list hygiene, optimizing send times, ensuring mobile-friendliness, and fostering user engagement (opens, clicks, replies) are the most effective strategies.
Marketer view
Email marketer from Mailchimp advises to ensure your 'from' name is one your subscribers recognise as the messages will be filtered if a subscriber cannot recognize where it's coming from.
26 Aug 2021 - Mailchimp
Marketer view
Marketer from Email Geeks warns trying to outsmart google will always come back to bite you.
20 Aug 2023 - Email Geeks
6 expert opinions
Experts agree that relying on custom code to bypass the promotions tab is not a sustainable strategy. Google's algorithms are constantly evolving, rendering such techniques ineffective and potentially harmful, even referencing one dated technique called "hashbusting". Inbox placement hinges on a multitude of factors beyond code, including robust authentication (SPF, DKIM, DMARC), maintaining a positive sender reputation, practicing good list hygiene, delivering high-quality content, and fostering genuine user engagement. Ultimately, focusing on being a responsible and trustworthy sender is the most reliable approach.
Expert view
Expert from Email Geeks explains that trying to game the system can result in ending up in the spam folder. He suggests sending emails people want and encouraging customers to drag emails to the inbox.
31 Aug 2021 - Email Geeks
Expert view
Expert from Word to the Wise (Laura Atkins) emphasizes the importance of using authentication correctly and ensuring that you are not doing things that will damage your sender reputation. The focus is on being a good sender.
21 Apr 2022 - Word to the Wise
4 technical articles
The documentation indicates that Gmail's filtering process is complex and relies on several factors, including sender reputation, content, user engagement, and machine learning. DMARC helps prevent spoofing and phishing, thus improving sender reputation, while SPF and DKIM are crucial for authenticating emails and ensuring they are not tampered with. Therefore, a comprehensive approach focusing on authentication and reputation is essential for optimal email deliverability and inbox placement.
Technical article
Documentation from DMARC.org explains that DMARC helps prevent email spoofing and phishing, which can improve sender reputation and reduce the chances of emails being filtered into spam or promotions tabs.
21 Nov 2024 - DMARC.org
Technical article
Documentation from RFC details the technical specification for SPF records. Implementing SPF correctly authenticates the email's origin and improves deliverability.
10 Mar 2022 - RFC
How can I determine the percentage of my emails landing in Gmail's promo tab and is it necessary to avoid it?
How can I get my emails into the Gmail main inbox tab instead of promotions?
How can I prevent my emails from going to the promotions tab in Gmail?
How can I prevent my emails from landing in the Gmail Promotions tab?
How do I influence which tab my email goes to in Gmail?
Is it possible or ethical to try and bypass the Gmail promotions tab?