Should promotional emails go to Gmail's primary or promotions tab?
Matthew Whittaker
Co-founder & CTO, Suped
Published 4 Aug 2025
Updated 19 Aug 2025
5 min read
Many marketers often find themselves grappling with a common question: Should promotional emails ideally land in Gmail's primary tab, or is the promotions tab an acceptable, or even preferable, destination? This concern stems from the belief that the primary inbox is the holy grail for email visibility.
When Gmail first introduced its tabbed inbox feature years ago, it caused a significant stir in the email marketing community. The immediate reaction for many was to try and circumvent these classifications, fearing that emails categorized as 'promotions' would simply go unnoticed.
However, over time, perspectives have evolved. What was initially seen as a major obstacle has, for many, become a clearer path to reaching an engaged audience. The answer to where your promotional emails should land isn't as simple as 'Primary or bust'.
Understanding Gmail's tab system
Gmail's tab system, comprising Primary, Social, Promotions, and Updates, is designed to help users better organize their inboxes. The Promotions tab, in particular, is specifically for commercial messages, deals, and newsletters. It's a curated space where users can find marketing content when they are receptive to it.
It's important to differentiate the Promotions tab from the spam folder. The Promotions tab is not a penalty box; it's an organizational tool. Emails here are not automatically considered unwanted, unlike those in the spam folder, which are filtered due to suspicious activity or poor sender reputation.
Gmail's intent with tabs
Gmail's tabbed inbox aims to help users organize their emails. Promotional content is intentionally routed to the Promotions tab, providing a designated space where users can find commercial messages when they are ready to engage with them. It is not designed to punish marketers but to enhance user experience.
The case for the promotions tab
Paradoxically, landing in the Promotions tab can actually be advantageous for marketing emails. Users who intentionally click on this tab are often actively seeking deals, offers, and newsletters. This means they are in a more receptive mindset, increasing the likelihood of engagement.
Studies from various email service providers, including one by Return Path, have indicated that open rates for emails in the Promotions tab are often comparable to, or even surpass, those in the Primary tab for marketing-oriented content. This suggests that engaged subscribers will actively seek out your emails regardless of their initial categorization.
Furthermore, Google has invested in enhancing the Promotions tab experience. Features like annotations, which allow marketers to highlight key information, images, and deals directly within the inbox list, can make your email stand out more effectively when correctly categorized.
Primary tab perception
User expectation: Reserved for personal communications, transactional alerts, and important messages.
Engagement risk: Google users might mark promotional emails as spam if they appear in Primary, negatively impacting sender reputation.
Content limitations: Attempts to trick the algorithm into Primary often result in plain, less engaging email designs.
Promotions tab reality
User expectation: Users check this tab for deals and marketing content when they are ready to browse or shop.
Engagement potential: Engaged subscribers actively seek out and open emails here. Open rates can be strong.
Design freedom: Allows for rich HTML, images, and other marketing elements, enhancing brand experience.
Strategies for effective placement
Instead of attempting to outsmart Gmail's categorization, focus on optimizing your email content and sending practices for the tab where your emails naturally belong. If your email is promotional, embrace the Promotions tab and make the most of its features. More on this can be found at ActiveCampaign's discussion on Gmail tabs.
Ensure your emails are highly relevant and provide genuine value to your subscribers. High engagement metrics, such as opens, clicks, and even replies, signal to Gmail that your emails are wanted. This positive engagement significantly influences your placement and overall sender reputation, reducing the likelihood of landing on an email blocklist (or blacklist).
Proper email authentication protocols like SPF, DKIM, and DMARC are crucial for proving your legitimacy as a sender, regardless of which tab your emails ultimately land in. Regularly reviewing your DMARC record can provide insights into your email authentication performance. For more information on DMARC monitoring, consider how it helps track your email authentication.
Focus on subscriber value
To thrive in any Gmail tab, prioritize content that genuinely interests your subscribers. A highly engaging email, even in the Promotions tab, will outperform a poorly received email in the Primary tab. Consistently send relevant content.
When aiming for primary might be justified
While most marketing emails are best suited for the Promotions tab, certain types of emails absolutely belong in the Primary inbox. Transactional emails, such as order confirmations, password resets, shipping notifications, and critical account alerts, must always aim for the Primary tab due to their immediate and necessary nature.
For these essential communications, it's vital to minimize marketing language, avoid overtly promotional design elements, and ensure clear, concise calls to action directly related to the transaction or alert. Their purpose is purely functional, not commercial.
Regularly monitor your email deliverability, especially for transactional sends. If these critical emails are consistently landing in the Promotions tab, it indicates a need to re-evaluate your email content, sender authentication, or list hygiene practices. Understanding what tactics can improve email placement in Gmail's Primary tab can be helpful.
Email type
Primary tab
Promotions tab
Transactional emails
Yes
No
Account alerts
Yes
No
Personal 1-to-1
Yes
No
Newsletters (content-focused)
Sometimes
Often
Marketing offers
No
Yes
Promotional announcements
No
Yes
Views from the trenches
Best practices
Focus on delivering valuable content; engaged subscribers will find your emails regardless of the tab.
Continuously monitor your email performance metrics, not just tab placement, for a holistic view.
Build strong sender reputation through consistent positive engagement and proper authentication practices.
Common pitfalls
Attempting to 'trick' Gmail's filters can lead to a negative sender reputation and being marked as spam.
Stripping down emails to plain text solely to hit Primary can reduce conversion rates due to poor design.
Believing that the Primary tab is a 'gold mine' overlooks the true value and user intent associated with the Promotions tab.
Expert tips
Gmail's algorithms are sophisticated, so an arms race against them is not a sustainable long-term strategy.
Leverage features like Gmail Annotations to make your promotional emails stand out effectively within the Promotions tab.
Educate clients and stakeholders on the true purpose and benefits of the Gmail Promotions tab for marketing efforts.
Expert view
Expert from Email Geeks says: Users are more receptive to promotions that are correctly categorized in the Promotions tab.
2019-06-21 - Email Geeks
Marketer view
Marketer from Email Geeks says: Trying to deceive Google by sacrificing email look for primary tab placement is counterproductive and disrespectful to subscribers.
2019-06-21 - Email Geeks
Optimizing for intent, not just location
The long-standing debate over Gmail's Primary versus Promotions tab often overlooks the fundamental principle of email marketing: matching user intent. The Promotions tab is not a punishment; it's a dedicated space where users expect and often welcome commercial content.
By understanding Gmail's purpose and focusing on providing consistent value and relevance to your subscribers, you can achieve strong engagement and deliverability, regardless of which tab your emails land in. The ultimate goal is to reach the right audience with the right message, at the right time, in the place where they are most receptive.
Google users might mark promotional emails as spam if they appear in Primary, negatively impacting sender reputation.
