Should I add a 'move to primary inbox' request to welcome emails?
Michael Ko
Co-founder & CEO, Suped
Published 26 Apr 2025
Updated 12 Oct 2025
7 min read
It is a common sight in welcome emails: a friendly plea to drag the message from the Gmail promotions tab to the primary inbox. Many email marketers see this as a quick way to improve inbox placement rates and ensure their valuable content is seen immediately. However, the effectiveness and potential downsides of such a request are often debated within the email community.
The rationale behind asking subscribers to manually move emails is rooted in the belief that Gmail's algorithm learns user preferences. If a user explicitly moves an email, it signals to Gmail that this sender's messages are important to them. This action, in theory, could lead to future emails from that sender landing directly in the primary inbox, avoiding the promotional tab altogether. While this sounds logical, the reality of how Gmail's filtering works is more nuanced.
This article explores whether incorporating a 'move to primary inbox' request in your welcome emails is a legitimate strategy or merely a feel-good tactic. We will delve into its actual impact on email deliverability, examine the user experience, and suggest more effective, long-term strategies for ensuring your emails reach their intended destination.
The intent vs. the reality
The primary goal of asking subscribers to move an email to their main inbox is to increase visibility and engagement. Marketers want their welcome emails, and subsequent communications, to be seen alongside personal and critical messages, rather than being grouped with other marketing content. This is particularly relevant for businesses that feel their welcome series contains vital information that shouldn't be overlooked. The belief is that a higher placement means higher open rates and, ultimately, better conversion.
Some argue that this request, though seemingly benign, can detract from the overall user experience. It can come across as demanding or even desperate, especially if the email already contains a lot of actionable requests. The visual prompt might signal to the recipient that the sender anticipates deliverability issues, raising a red flag rather than building trust.
Understanding Gmail's tabs
It is important to remember that Gmail's tabs, including Primary, Promotions, and Updates, are all part of the user's inbox. An email landing in the Promotions tab is not the same as it going to spam or being blocked. These tabs are designed to help users manage the flood of emails and organize their communications. Many users actually prefer their promotional content to be neatly categorized away from their personal correspondence.
While the intention is good, the practical impact on Gmail primary inbox placement is often minimal. The percentage of users who will actually take the time to perform this manual action is typically very low. Moreover, Gmail's filtering considers a multitude of factors beyond a single user action, including sender reputation, content relevance, and overall engagement patterns across many users. A single drag-and-drop might marginally affect that individual user's experience but is unlikely to significantly alter your global deliverability.
The risks of manual primary inbox requests
The potential downsides of including this request are important to consider. As mentioned, it can create a perception of desperation or that your emails inherently have deliverability issues. This might inadvertently lower subscriber trust. Furthermore, focusing on such manual workarounds diverts attention and resources from more impactful email deliverability best practices. If your welcome emails are consistently going to spam or the promotions tab, there are likely deeper underlying issues that need addressing.
An additional concern is how this request translates across different email clients. While Gmail has distinct tabs, other email providers like Outlook or Apple Mail do not have the same tabbed inbox structure. Requests like 'add to Apple VIPs' do not affect deliverability, as they are client-side features. This can lead to confusion and a cluttered, irrelevant call to action for a significant portion of your audience.
Perceived benefits
Increased Visibility: Emails land in the primary tab, theoretically leading to more opens.
Algorithm Influence: Signals to Gmail that the sender is important to the individual user.
Immediate Engagement: Encourages new subscribers to engage with the first email.
Actual impact & downsides
Low User Compliance: Very few subscribers will actually perform the action.
Negative Perception: Can make the brand appear desperate or unconfident in its email program.
Client Incompatibility: Irrelevant for non-Gmail users, leading to a poorer experience.
Instead of relying on user-initiated workarounds, focus should be on building a strong sender reputation and delivering valuable, engaging content. This is the foundation of genuine email deliverability success, rather than hoping for a few manual moves to the primary inbox.
Prioritizing true deliverability strategies
The most effective way to ensure your emails land where they belong is through robust email authentication and engagement. Implementing DMARC, SPF, and DKIM is critical for establishing trust with mailbox providers. These protocols verify your sending identity, significantly reducing the likelihood of your emails being flagged as spam or landing in less prominent tabs. Monitoring your DMARC reports is a crucial step in maintaining a healthy sending reputation.
Beyond technical configurations, content and engagement are paramount. Consistently sending relevant, valuable content that your subscribers want to open and interact with is the strongest signal you can send to mailbox providers. This includes optimizing your subject lines, personalizing messages, and segmenting your audience to ensure the right content reaches the right people. An engaged subscriber is far more likely to naturally interact with your emails, including moving them if they truly desire them in their primary tab, without you even asking.
Remember, the goal is to build long-term relationships with your subscribers. This involves respecting their inbox preferences and consistently providing value. While a direct request might seem like a shortcut, investing in sound email practices and delivering quality content will yield far better and more sustainable inbox placement results.
Example of a DMARC Record for improved deliverabilityDNS
Tools like Suped can help you monitor your email performance and understand DMARC reports, providing insights into how your emails are being treated by different mailbox providers. This proactive approach is far more beneficial than relying on a small percentage of users to manually adjust their inbox settings.
Views from the trenches
Best practices
Focus on delivering engaging content that naturally encourages subscribers to open and interact with your emails.
Segment your audience effectively to ensure personalized and relevant content reaches the right subscribers.
Implement strong email authentication protocols, including DMARC, SPF, and DKIM, to build sender trust.
Monitor your email deliverability metrics and sender reputation through tools for continuous improvement.
Build a healthy email list with engaged subscribers through transparent opt-in processes.
Common pitfalls
Relying on manual subscriber actions like 'move to primary' as a primary deliverability strategy.
Ignoring the underlying technical issues affecting inbox placement in favor of quick fixes.
Failing to segment your audience, leading to irrelevant content that results in low engagement.
Sending emails to unengaged subscribers, which negatively impacts sender reputation over time.
Not understanding that Gmail's tabs are still part of the inbox and serve a useful purpose for many users.
Expert tips
Consider that users have different inbox preferences; some prefer promotional emails in specific tabs.
Optimize your welcome series for clarity and value, not just a single call to action.
Segment your email campaigns for Gmail users if you choose to include a 'move to primary' request.
Educate yourself and your team on foundational deliverability principles to avoid common pitfalls.
Prioritize building a strong, trusted relationship with your audience through consistent, high-quality communication.
Marketer view
Marketer from Email Geeks says: Asking subscribers to move an email to the primary inbox is unlikely to hurt, but it's not a magical solution for deliverability.
2023-06-27 - Email Geeks
Marketer view
Marketer from Email Geeks says: While some brands do it, a brief, less prominent note in onboarding might appear less desperate than a large, explicit request.
2023-06-27 - Email Geeks
Our recommendation
Ultimately, while a 'move to primary inbox' request in a welcome email might seem like a simple fix, its impact on overall email deliverability is likely minimal. The vast majority of subscribers will not take the action, and those who do will only affect their personal inbox, not your sender reputation at large. Furthermore, it can potentially damage your brand perception and distract from more fundamental strategies.
Instead, prioritize building a robust email program centered on strong authentication, high-quality content, and genuine subscriber engagement. These elements are the true drivers of excellent inbox placement. Leverage tools like Suped for DMARC monitoring and other deliverability insights, and focus your efforts on creating an email experience that naturally earns its place in the primary inbox, rather than explicitly asking for it.
It is important to remember that Gmail's tabs, including Primary, Promotions, and Updates, are all part of the user's inbox. An email landing in the Promotions tab is not the same as it going to spam or being blocked. These tabs are designed to help users manage the flood of emails and organize their communications. Many users actually prefer their promotional content to be neatly categorized away from their personal correspondence.
An additional concern is how this request translates across different email clients. While Gmail has distinct tabs, other email providers like Outlook or Apple Mail do not have the same tabbed inbox structure. Requests like 'add to Apple VIPs' do not affect deliverability, as they are client-side features. This can lead to confusion and a cluttered, irrelevant call to action for a significant portion of your audience.
Signals to Gmail that the sender is important to the individual user.
Tools like Suped can help you monitor your email performance and understand DMARC reports, providing insights into how your emails are being treated by different mailbox providers. This proactive approach is far more beneficial than relying on a small percentage of users to manually adjust their inbox settings.
