Summary
Experts and marketers hold diverse opinions on adding a 'move to primary inbox' request to welcome emails. Some believe it can boost deliverability by signaling email providers and guiding subscribers. However, others argue it's pushy and less effective than focusing on content quality, list hygiene, and engagement. Concerns include potential negative perception, the request's visibility if the email isn't already in the inbox, and differing user mindsets towards inbox management. Documentation from email providers confirms users have tools to customize their inboxes, and engagement metrics impact deliverability.
Key findings
- Mixed Opinions: There is no consensus on the effectiveness of adding a 'move to primary inbox' request.
- Deliverability Signal: Some argue the request signals importance to email providers, improving deliverability.
- Engagement Focus: Many emphasize the importance of high-quality content and engagement to improve inbox placement organically.
- Potential Negative Impact: The request may be perceived as pushy or desperate, potentially harming brand image.
- User Control: Users have tools to customize their inbox through tabs, safelists, and VIP designations.
- Data Driven: Engagement and content and sending patterns, drive reputation.
Key considerations
- Testing: A/B test the inclusion of the request to determine its impact on your specific audience.
- Content Optimization: Prioritize creating engaging, valuable content that users genuinely want to see.
- Segmentation: Consider segmenting your list and tailoring your approach based on user behavior and preferences.
- Onboarding Integration: If including the request, integrate it subtly within the onboarding process.
- Alternative Messaging: Instead of directly asking to be moved to the primary inbox, focus on highlighting the value of your emails.
- Hygiene and Segmentation: Prioritise list hygiene and engage in good segmentation, rather than rely on gimmicks to improve inbox placement.
What email marketers say
13 marketer opinions
Email marketers hold differing views on including 'move to primary inbox' requests in welcome emails. Some suggest it can improve deliverability and engagement by signaling email providers that the messages are important, and by guiding new subscribers on how to whitelist the sender. Others argue that this tactic is pushy and less effective than focusing on good list hygiene, engaging content, and smart sending frequency. It's also argued that users should decide who their VIPs are, not senders, and that if the email is not already going to the inbox, the request is not going to be seen. Further, different users may have different mindsets when approaching their inboxes.
Key opinions
- Deliverability Boost: Some marketers believe that requesting users to move emails to the primary inbox or add to contacts can signal importance to email providers, thus improving deliverability and engagement.
- Content is Key: Focusing on providing valuable, engaging content is crucial and can be more effective than relying on tricks to bypass filters.
- User Preference: Users should decide who their VIPs are and where emails should go in their inboxes; attempts to force placement can be perceived negatively.
- Welcome Email Paradox: If a welcome email with the request is not already in the inbox, the recipient won't see the request.
Key considerations
- Targeting and Segmentation: Consider segmenting new subscribers and personalizing welcome emails with a clear call-to-action.
- Brand Reputation: Building a strong sender reputation through consistent, high-quality email practices is more effective in the long run.
- Potential Negativity: Explicit requests to move emails can be perceived as pushy or desperate, potentially damaging brand perception.
- Alternative Strategies: Focus on optimizing email content and sending practices to naturally improve inbox placement rather than relying on manual actions from recipients.
Marketer view
Email marketer from Email Geeks suggests these welcome emails are common and don't hurt anything and could be dynamically targeted.
11 Oct 2023 - Email Geeks
Marketer view
Email marketer from Email Geeks questions how a recipient would see a request to move an email to the inbox if it's not already there, given that Gmail tabs are part of the inbox.
6 Jul 2024 - Email Geeks
What the experts say
3 expert opinions
Experts generally agree that asking recipients to move emails to the primary inbox may not be a highly effective strategy for improving deliverability. While it might not hurt, it's not a magic bullet and could be perceived as somewhat desperate. A more strategic approach involves examining and improving content and sending patterns, while also considering proper segmentation for Gmail users.
Key opinions
- Not a Magic Solution: Requesting users to move emails is unlikely to drastically improve deliverability.
- Potential Desperation: An isolated request can seem desperate, negatively impacting brand perception.
- Content and Sending Matter: If emails land in the promotions tab, focus on content and sending patterns rather than relying on user actions.
- Segmentation is Important: Proper segmentation, especially for Gmail users, is important for inbox placement.
Key considerations
- Assess Content Quality: Evaluate email content for engagement and relevance to avoid being filtered.
- Review Sending Practices: Examine sending frequency and patterns to ensure they align with best practices.
- Consider Onboarding: Integrate a subtle request during onboarding rather than a standalone, potentially desperate, plea.
- Targeted Approach: Implement strategies to better target Gmail users and personalize their email experience.
Expert view
Expert from Email Geeks responds that adding a request to move emails to the primary inbox won't hurt, but it's not a magic solution, suggesting it might be more of a feel-good gesture than significantly impactful.
27 Jun 2023 - Email Geeks
Expert view
Expert from Email Geeks shares that adding a brief note during onboarding may seem less 'desperate' than an isolated request, highlighting the importance of proper segmentation for Gmail users.
19 Jun 2024 - Email Geeks
What the documentation says
5 technical articles
Email client documentation indicates that users can influence inbox placement by manually managing their inboxes. Gmail uses tabs to automatically sort emails, and users can move emails to train filters. Microsoft Outlook has a Safe Senders list to ensure delivery, while Apple Mail allows users to designate VIP senders. Engagement metrics, including moving emails to the primary inbox, influence sender reputation and deliverability.
Key findings
- User Influence: Users have control over inbox placement through manual sorting and safelisting features.
- Gmail Tabs: Gmail automatically sorts emails into tabs (Primary, Social, Promotions), but users can move emails to train the system.
- Safe Senders: Microsoft Outlook's Safe Senders list ensures emails from designated senders reach the inbox.
- VIP Designation: Apple Mail allows users to designate VIP senders for highlighted notifications.
- Engagement Matters: Mailbox providers use engagement metrics (opens, clicks, primary inbox placement) to determine sender reputation and deliverability.
Key considerations
- User Education: Educate users on how to manage their inboxes and utilize safelisting features (Safe Senders, VIPs).
- Encourage Engagement: Focus on creating engaging content that encourages users to interact with your emails (open, click, move to primary).
- Reputation Management: Prioritize building a positive sender reputation to improve deliverability rates.
- Diverse Client Support: Understand how different email clients handle inbox placement and tailor strategies accordingly.
Technical article
Documentation from Microsoft Support indicates that adding a sender to the 'Safe Senders' list in Outlook can help ensure that emails from that sender are delivered to the inbox and not treated as junk mail.
12 Aug 2023 - Microsoft Support
Technical article
Documentation from Google Support explains the feature that users can customize their Gmail inbox by using tabs (Primary, Social, Promotions, etc.) to automatically sort their emails, and users can manually move emails between tabs to train Gmail's filters.
9 Sep 2024 - Google Support
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