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What happens to Gmail Updates if user does not have tabs enabled?

7Marketer opinions3Expert opinions3Technical articles1Resources

Summary

When Gmail tabs are disabled, emails categorized as 'Updates' are generally delivered to the Primary inbox. Despite the absence of visual tabs, Gmail's filtering algorithms remain active, categorizing emails in the background. This means that emails that would have been sorted into the 'Updates' tab are now mixed in with the other emails in the Primary inbox. While Google's filtering generally works this way, reports indicate odd tab placement behavior at times. User choice and preferences play a significant role, as less than 50% of users enable Gmail tabs. For email marketers, this means ensuring high-quality, relevant content to avoid being filtered as spam, as well as closely monitoring engagement metrics to understand how the unified inbox experience impacts user interaction. Email in Outlook and Spark behave in a similar way when sorting features are disabled. In an ideal scenario the Updates would be tagged.

Key findings

  • Primary Inbox Delivery: Emails designated for the 'Updates' tab typically land in the Primary inbox when tabs are disabled.
  • Filtering Persistence: Gmail's filtering algorithms continue to categorize emails even without tabs.
  • Odd Tab Placement: There are reports of occasional inconsistencies or unexpected behaviors in tab placement.
  • Limited Tab Adoption: Less than half of Gmail users have enabled tabs.
  • Similar Behavior Across Platforms: Outlook and Spark exhibit similar behavior when categorization features are turned off.
  • User Choice is Key: The decision to use tabs or not is determined by the user.

Key considerations

  • Content Quality: Email marketers must prioritize high-quality, relevant content to avoid spam filters in the unified inbox.
  • Engagement Monitoring: Carefully monitor engagement metrics to understand how the absence of tabs impacts user interaction and email performance.
  • User Preferences: Recognize and respect that a significant portion of users prefer not to use tabs.
  • Deliverability: Maintain excellent email deliverability to ensure emails reach the Primary inbox.
  • Algorithm Changes: Stay informed about potential changes in Gmail's algorithms and how they may affect email placement.

What email marketers say
7Marketer opinions

When Gmail users disable tabs, emails categorized as 'Updates' are typically routed to the Primary inbox. Although the visual separation of tabs disappears, Gmail's underlying filtering algorithms remain active. This means that even without tabs, Gmail continues to categorize emails, and marketers should focus on sending relevant, high-quality content to avoid being filtered as spam within the Primary inbox. Inbox placement becomes more competitive, and user engagement metrics may be affected as users might not notice updates as readily.

Key opinions

  • Primary Inbox: Emails categorized as 'Updates' go to the Primary inbox when tabs are disabled.
  • Filtering Continues: Gmail's filtering algorithms remain active even without tabs.
  • Impact on Engagement: User engagement with 'Updates' might decrease due to them being mixed with other emails.
  • Competitive Placement: Inbox placement becomes more competitive.
  • Vague Tab Concept: The definition of what should go into the 'Updates' tab may be unclear, as Gmail continues to refine its sorting based on user behavior.

Key considerations

  • Content Quality: Marketers should focus on high-quality and relevant content to avoid spam filters.
  • Deliverability: Maintaining strong email deliverability is crucial to ensure emails reach the Primary inbox.
  • Monitor Engagement: Track engagement metrics closely to understand how the lack of tabs impacts user interaction.
  • User Choice: Recognize that some users prefer not to use tabs and optimize strategy accordingly.
  • Odd Tab Placement: There may be inconsistency across users and odd tab placement behavior depending on configuration and preferences.
Marketer view

Email marketer from Sender highlights that even if tabs are disabled, Gmail continues to use its algorithms to filter emails. The Updates category would likely default to the Primary inbox if the tab isn't enabled. Email marketers need to ensure their emails are well-targeted and high-quality to avoid being filtered.

October 2024 - Sender.net
Marketer view

Marketer from Email Geeks shares that she has heard several reports in the industry of odd tab placement behavior lately.

January 2025 - Email Geeks
Marketer view

Marketer from Email Geeks shares that Updates is a vague concept and that Gmail is still sorting out what really belongs in this tab based on their users behavior.

December 2022 - Email Geeks
Marketer view

Email marketer from Litmus shares that when a Gmail user disables tabs, all email, including those Gmail would categorize as Updates, generally appears in the Primary inbox. However, Gmail's filtering continues in the background, impacting how users perceive and interact with different email types.

June 2021 - Litmus
Marketer view

Email marketer from Mailchimp explains that if Gmail tabs are disabled, Gmail's filters still categorize emails. Emails usually directed to Updates or Promotions will land in the Primary inbox. Engagement metrics might be affected, as users may not see the Updates as easily when they are mixed in with other Primary emails.

September 2023 - Mailchimp
Marketer view

Email marketer from HubSpot explains that without Gmail tabs, all emails go to the Primary inbox. The filtering still exists, but it's just not visually separated by tabs. Marketers must focus on sending high-quality, relevant content to avoid being filtered as spam within the Primary inbox.

October 2021 - HubSpot
Marketer view

Email marketer from Email on Acid shares that when users disable Gmail tabs, all emails, including those that would go to Updates or Promotions, end up in the Primary inbox. This makes inbox placement more competitive, and senders need to focus more on relevance and deliverability to stand out.

February 2024 - Email on Acid

What the experts say
3Expert opinions

When Gmail users disable tabs, emails categorized as 'Updates' typically end up in the Primary inbox. While tabs provide visual separation, Gmail's filtering mechanisms persist, categorizing emails even without tabs. It's up to the user to choose tabs or not. A significant finding is that less than 50% of Gmail users enable tabs. In an ideal scenario, emails routed to Updates would have a tag indicating their category even without the tabs enabled.

Key opinions

  • Primary Inbox Routing: Emails categorized as 'Updates' default to the Primary inbox when tabs are disabled.
  • Filtering Persistence: Gmail's filtering algorithms continue to operate even without tabs.
  • User Choice: The decision to enable or disable tabs lies with the user.
  • Low Adoption: Less than half of Gmail users have tabs enabled.
  • Tagged Updates: Ideally, emails routed to Updates should have a tag indicating their category even in the absence of tabs.

Key considerations

  • User Preference: Recognize and respect user preferences regarding tabs.
  • Deliverability: Ensuring email deliverability remains critical, as all emails land in the Primary inbox.
  • Filtering Logic: Understand that Gmail's filtering logic is still in play, impacting email placement even without tabs.
  • Engagement Monitoring: Monitor email engagement to adapt strategies based on the unified inbox experience.
  • Update Tag: Test and verify that updates are tagged to see if this gives a better experience.
Expert view

Expert from Email Geeks explains that if google’s filtering isn’t broken, emails should end up in the inbox with a tag that says “updates”.

May 2024 - Email Geeks
Expert view

Expert from Email Geeks shares that Matt told her it was less than 50% of users that have Gmail tabs enabled by their numbers.

June 2022 - Email Geeks
Expert view

Expert from Word to the Wise, Laura Atkins, responds that the decision to use tabs or not is ultimately up to the user, and Gmail respects that choice. When tabs are not enabled, Gmail’s filters still work in the background to categorize mail, but the ‘Updates’ would likely end up mixed into the user’s Primary inbox instead of a separate tab.

December 2023 - Word to the Wise

What the documentation says
3Technical articles

When inbox categorization features such as Gmail Tabs, Outlook Focused Inbox, or Spark Smart Inbox are disabled, emails that would normally be sorted into separate categories (like Updates, Focused, Notifications, etc.) are all delivered to a single, unified inbox. While the visual separation disappears, the underlying filtering and sorting algorithms of the email provider still operate, influencing how emails are prioritized and displayed within that single inbox.

Key findings

  • Unified Inbox: Disabling inbox categorization results in all emails appearing in a single, unified inbox.
  • Algorithm Persistence: Email providers' algorithms continue to filter and prioritize emails even without visual categories.
  • No Separate Folders: Emails aren't sorted into separate folders when categorization features are disabled.
  • Sorting Changes: Sorting and prioritization within the single inbox may change.
  • Visual Difference: The primary difference is the lack of visual sorting.

Key considerations

  • User Experience: Consider how users will experience and navigate a single, unfiltered inbox.
  • Prioritization: Understand how the email provider's algorithms prioritize emails in the absence of categorization features.
  • Email Volume: Evaluate the impact on inbox clutter and the user's ability to find important emails.
  • Filtering Awareness: Recognize that filtering still exists, even if not visually apparent.
  • Content Strategy: Email senders still must ensure email are sent to relevant subscribers.
Technical article

Documentation from Google Support explains that if a user doesn't have the Updates tab enabled in Gmail, emails categorized as Updates will typically land in the user's Primary inbox. Gmail's algorithm still filters and categorizes emails, but without tabs, all emails are displayed in a single inbox.

April 2023 - Google Support
Technical article

Documentation from Microsoft Support shares that in Outlook, if a user has the Focused Inbox disabled, all emails appear in a single inbox view. Similar to Gmail without tabs, the sorting and prioritization may change slightly, but no separate folders are used.

October 2022 - Microsoft Support
Technical article

Documentation from Spark explains that the smart inbox categorizes emails into sections like Notifications, Newsletters, and Pins. if smart inbox is disabled, all emails end up in one inbox. The difference is there is no visual sorting of the email.

February 2024 - Spark Mail

Related resources
1Resources

Email/Activities in Updates Tab - Gmail integration that pick up alias ...
Email/Activities in Updates Tab - Gmail integration that pick up alias ...

I have connected my gmail account, we have Google Workspace - Business Standard accounts. I have a few alias emails within my account. I’m wanting to send an email via Emails and Activities tab in updates but would like to choose to reply as one of my alias emails. Is this possible within here or does anyone know a work-around?

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