Summary
Triggered emails are frequently directed to Gmail's Promotions tab due to a multifaceted evaluation performed by Gmail's algorithm. Key factors include promotional content, low user engagement, and sender reputation. Gmail uses Natural Language Processing to assess content. Sharing a 'From' address with promotional emails, lacking email authentication (SPF, DKIM, DMARC), and lacking personalization exacerbates the issue. To improve inbox placement, it's essential to refine email content, ensuring it provides unique value and avoids promotional language, implement robust email authentication, maintain a clean email list, and foster user engagement. While no method guarantees primary inbox placement, these steps significantly increase the likelihood.
Key findings
- Content is Critical: Gmail's algorithm assesses email content, and promotional language or structure increases the likelihood of the Promotions tab.
- Engagement Matters: Low user engagement signals to Gmail that the emails may be less relevant.
- Reputation is Important: Sender reputation influences Gmail's filtering decisions.
- Authentication is Essential: Proper email authentication (SPF, DKIM, DMARC) is crucial for avoiding spam filters.
- From Address Matters: Using the same 'From' address as promotional emails can negatively impact inbox placement.
- NLP Analysis: Google utilizes Natural Language Processing to determine if emails are promotional.
- No Guaranteed Placement: No method guarantees primary inbox placement due to the complexity of Gmail's algorithm.
Key considerations
- Refine Email Content: Carefully review and refine email content to eliminate promotional language and ensure unique value.
- Boost User Engagement: Focus on providing value and encouraging user interaction with your emails.
- Separate From Addresses: Use separate 'From' addresses for transactional and promotional emails to improve inbox placement.
- Implement Authentication: Ensure that SPF, DKIM, and DMARC authentication protocols are properly configured.
- Clean Email List: Maintain a clean email list to improve sender reputation and engagement rates.
- Personalize Content: Focus on personalizing the content in your email to avoid it going to the promotions tab.
- Watch for Spam Trigger Words: Avoid words in your email which could trigger spam alerts.
What email marketers say
10 marketer opinions
Triggered emails often end up in Gmail's promotions tab due to a combination of factors including content, sender reputation, user engagement, and email authentication. If Gmail's algorithm detects promotional language, excessive imagery, or sales-oriented content, it will filter the emails accordingly. Low user engagement also signals to Gmail that the emails may not be relevant to the primary inbox. Additionally, using the same 'From' address for both promotional and triggered emails, failing to personalize emails, using spam trigger words, and lacking proper email authentication (SPF, DKIM, DMARC) can contribute to this issue.
Key opinions
- Content Matters: Promotional language, excessive images, and sales-oriented content increase the likelihood of emails landing in the promotions tab.
- Engagement is Key: Low user engagement with triggered emails signals to Gmail that the content may not be relevant to the primary inbox.
- Sender Reputation: Gmail's algorithm considers sender reputation when determining tab placement.
- From Address: Using the same 'From' address for both promotional and triggered emails can negatively impact inbox placement.
- Email Authentication: Lack of proper email authentication (SPF, DKIM, DMARC) makes emails more susceptible to being filtered as promotional or spam.
- Personalization: Generic emails are more likely to go to the promotions tab than personalized emails.
- Spam Trigger Words: Using spam trigger words will more likely cause your emails to go to the promotions tab.
Key considerations
- Review Content: Carefully review the content of triggered emails to eliminate any promotional language, excessive imagery, or sales-oriented content.
- Optimize for Engagement: Focus on providing value to recipients and encouraging engagement with triggered emails.
- Use Separate From Addresses: Consider using separate 'From' addresses for triggered and promotional emails to improve inbox placement.
- Implement Email Authentication: Ensure that SPF, DKIM, and DMARC authentication protocols are properly configured to verify sender legitimacy.
- Personalize Content: Focus on personalizing the content in your email to avoid it going to the promotions tab.
- Watch for Spam Trigger Words: Avoid words in your email which could trigger spam alerts.
Marketer view
Email marketer from ActiveCampaign explains to personalize your email to avoid the promotions tab. Generic emails are more likely to go to the promotions tab.
8 Aug 2022 - ActiveCampaign
Marketer view
Email marketer from Email Geeks shares that inbox placement is heavily correlated to the email inbox being sent from. Using the same 'from' address for transactional and promotional emails can lead to promotional tab placement, especially during peak seasons.
23 Mar 2023 - Email Geeks
What the experts say
5 expert opinions
Triggered emails are often filtered to Gmail's promotions tab due to their content resembling marketing emails, which is assessed using Natural Language Processing. No lasting method exists to guarantee primary inbox placement, and promotional content significantly influences this decision. Proper email authentication (SPF, DKIM, DMARC) is crucial, as its absence can lead to emails being flagged as suspicious, regardless of content. Providing unique value and avoiding promotional language, excessive images, and impersonalized content are key to improve inbox placement.
Key opinions
- Content is Key: Promotional content and structure significantly influence Gmail's tab placement.
- NLP Analysis: Google utilizes Natural Language Processing to determine if emails are promotional.
- Authentication Matters: Proper email authentication (SPF, DKIM, DMARC) is crucial for avoiding spam filters.
- Limited Control: No proven method exists to definitively control Gmail tab placement over the long term.
Key considerations
- Refine Content: Focus on providing unique value and avoid promotional language or excessive imagery.
- Implement Authentication: Ensure proper email authentication (SPF, DKIM, DMARC) is in place.
- Accept Limitations: Acknowledge that Gmail's algorithms are complex and evolving, making consistent primary inbox placement challenging.
Expert view
Expert from Word to the Wise explains that triggered emails often land in the promotions tab due to their content and structure resembling marketing emails. Factors like promotional language, excessive use of images, and a lack of personalized content can contribute to this placement. Focusing on providing unique value for each email will help.
1 Nov 2021 - Word to the Wise
Expert view
Expert from Email Geeks suggests if the email sounds promotional it will likely be delivered to the promotional tab. Google uses Natural Language Processing to determine if emails are promotional.
7 Nov 2024 - Email Geeks
What the documentation says
5 technical articles
Triggered emails end up in the Gmail Promotions tab due to a combination of factors assessed by Google's complex algorithm, including sender reputation, email content, user engagement, and relevance to the recipient. Implementing SPF, DKIM, and DMARC authentication is essential to verify sender identity and improve deliverability. Avoiding blacklists by maintaining a positive reputation and encouraging users to add the sender to their contacts are also effective strategies.
Key findings
- Complex Algorithm: Gmail uses a complex algorithm considering multiple factors to filter emails.
- Sender Reputation: Good sender reputation and avoiding blacklists improve deliverability.
- Authentication is Key: Implementing SPF, DKIM, and DMARC helps verify sender identity.
- User Interaction Matters: Tab placement is influenced by user interaction and email relevance.
- Contact List: Adding the sender to the contact list signals the email is wanted.
Key considerations
- Improve Reputation: Monitor and maintain a good sender reputation and avoid blacklists.
- Implement Authentication: Configure SPF, DKIM, and DMARC authentication protocols properly.
- Enhance Relevance: Focus on user experience and deliver relevant content.
- Encourage Contact Addition: Encourage users to add your email to their contact list.
Technical article
Documentation from Google Support explains that Gmail uses a complex algorithm to filter emails, taking into account factors like sender reputation, content, and user engagement. Emails with characteristics similar to spam or promotional content are more likely to be filtered.
8 Sep 2023 - Google Support
Technical article
Documentation from Litmus explains that Gmail's tab placement is influenced by user interaction and content, and emails may be directed to the Promotions tab if they are deemed less relevant to the recipient. Focusing on user experience will help.
5 Mar 2025 - Litmus
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