What is the new layout of the Gmail promotions tab and how do annotations help?
Michael Ko
Co-founder & CEO, Suped
Published 24 Apr 2025
Updated 15 Aug 2025
6 min read
The Gmail Promotions tab has undergone significant transformations, evolving from a simple categorization folder into a dynamic, visually rich environment for promotional emails. For a long time, marketers worried about their emails landing in this tab, often viewing it as a graveyard for engagement.
However, this perception is changing, largely due to Google's introduction of email annotations. These annotations allow emails to stand out with engaging visuals and crucial information, even before a recipient opens them. Understanding the new layout and leveraging annotations is key to successful email marketing campaigns.
The Gmail promotions tab layout: a dynamic space
The Gmail Promotions tab has truly become a visually distinct section of the inbox. Unlike the primary inbox, which focuses on individual email headers, the Promotions tab is designed to showcase offers and deals in a more engaging, magazine-like format. It aims to provide users with a quick overview of commercial messages, making it easier for them to find relevant promotions.
One of the most notable features in this new layout is the 'Top Bundle' (also known as 'Top Picks' or 'Top Deals'). This section, prominently displayed at the top of the tab, aggregates a selection of highly engaging promotional emails, often featuring larger images and more detailed previews. It is a curated space where the most relevant promotions are highlighted, and understanding how this feature works is crucial for marketers.
This redesigned layout often incorporates advertising space, which can sometimes blend with organic promotional emails. This dynamic environment means that even within the Promotions tab, emails need to actively compete for attention. The shift emphasizes visual appeal and concise information delivery to capture recipient interest quickly.
Annotations: making your emails pop
Email annotations are structured data snippets embedded within your email's HTML, specifically designed for the Gmail Promotions tab. Their core purpose is to enrich your email's listing with visually compelling elements and key information, even before the recipient opens the message. This transforms a standard email listing into a more interactive card-like display.
These annotations can include a variety of rich previews such as product images, specific deal badges, discount codes, and expiration dates. For instance, a recipient scrolling through their Promotions tab might see a prominent image of a product, a clear badge indicating a 30% off deal, and an urgent offer expires tomorrow tag, all without opening the email itself. This pre-engagement is incredibly powerful for driving clicks and opens.
The primary benefit of annotations is to stand out. While some marketers still debate where promotional emails should land, annotations ensure that even if your email is categorized under Promotions, it gains a significant advantage over unannotated messages. This visual enhancement is critical for capturing attention in a crowded inbox and improving overall email performance.
Benefits of annotations
Increased visibility: Make your emails visually appealing directly in the inbox, cutting through clutter.
Higher engagement: Entice recipients with relevant deals and eye-catching images, leading to more opens and clicks.
Improved conversions: Display key information like expiration dates to create urgency and encourage action.
Brand reinforcement: Showcase your logo and brand elements consistently within the tab.
Technical implementation of Gmail annotations
Implementing Gmail annotations primarily involves embedding JSON-LD (JavaScript Object Notation for Linked Data) script into the <head> section of your email's HTML. This structured data provides Gmail with all the necessary information to display rich previews. It's a technical step, but crucial for activating the annotation features.
The JSON-LD script defines various properties like the logo, image carousel, discount type, and expiration date. Each property corresponds to an element that Gmail can render in the Promotions tab. For example, to include a deal, you'd specify the @type as Offer and then populate details such as discount or price.
For a deeper dive into the technical requirements, including the specifics of JSON-LD and JavaScript compatibility, review the detailed implementation guides. After adding the annotations, you can use Google's Promotions Tab Preview Tool to see how your annotations will appear to recipients. This tool also helps identify any potential issues with your markup, ensuring proper display.
Strategy: embracing the promotions tab with annotations
The traditional view that emails landing in the Promotions tab are inherently bad for engagement is outdated. Many users actively check this tab for deals and offers, making it a valuable space for marketers. The key is to make your emails stand out within this specific environment. Annotations serve this purpose perfectly, transforming your message into a captivating entry rather than a mere subject line.
Annotated emails tend to experience higher engagement rates, including improved open rates and click-through rates, because they provide more context and visual appeal than standard listings. When a recipient sees a compelling image or a clear discount, they are much more likely to click. This active engagement signal can also positively impact your sender reputation over time.
While annotations don't guarantee placement in the Promotions tab, they significantly enhance your presence once your email is there. Focusing on creating relevant content and ensuring proper authentication protocols, such as SPF, DKIM, and DMARC, remain crucial for getting your emails to the tab in the first place. Once there, annotations are your best tool for standing out.
Without annotations
Generic listing: Your email appears like any other, with only sender, subject, and preheader visible.
Low visual impact: Limited ability to grab attention in the visually rich promotions tab.
Missed opportunities: Key offers and deadlines are not immediately visible.
With annotations
Rich previews: Showcase product images, deals, and expiration dates directly.
Enhanced visibility: Emails stand out significantly, increasing engagement potential.
Actionable information: Drive urgency and provide clear calls to action before opening.
Embracing the annotated future
The Gmail Promotions tab, with its new layout and annotation capabilities, represents a significant shift in how promotional emails are perceived and interact with recipients. It has evolved into a dynamic and valuable space for marketers, provided they adapt their strategies to leverage its unique features.
By embracing annotations, you are not just making your emails look better, you are actively participating in Gmail's enhanced user experience for promotions. This proactive approach can lead to higher engagement, better conversion rates, and a stronger relationship with your subscribers, even within a tab that was once widely misunderstood as a blacklist (or blocklist) for emails.
Views from the trenches
Best practices
Always include high-quality, relevant images for your annotations to maximize visual appeal and engagement.
Utilize deal badges and expiration dates to create a sense of urgency and highlight the value of your offers.
Regularly test your annotations using Gmail's preview tool to ensure they display correctly across devices.
Align your annotation content with your email's subject line and preheader for a consistent message.
Monitor your engagement metrics within the Promotions tab to understand annotation effectiveness and refine your strategy.
Common pitfalls
Neglecting to implement annotations, causing your emails to blend in with standard listings and miss out on visual impact.
Using low-resolution or irrelevant images in annotations, which can deter engagement and appear unprofessional.
Failing to update annotation details for expired offers, leading to a negative user experience.
Overlooking JSON-LD syntax errors, preventing annotations from displaying correctly or at all.
Assuming the Promotions tab is a spam folder and not optimizing for its unique environment.
Expert tips
Consider creating different annotation strategies for various campaign types, such as flash sales versus evergreen promotions.
Leverage A/B testing on different annotation elements, like headlines or call-to-action text, to optimize performance.
Ensure your email's overall content and design are optimized for mobile viewing, as many users engage with the Promotions tab on mobile.
Pay attention to the timing of your email sends, as the 'Top Bundle' feature often highlights recent and relevant promotions.
Regularly review Gmail's developer documentation for any updates or new annotation features to stay ahead.
Marketer view
Marketer from Email Geeks says they were instantly annoyed by the break caused by the new Promotions Tab layout.
2020-12-04 - Email Geeks
Marketer view
Marketer from Email Geeks says they initially thought the top part of the new Promotions Tab layout was entirely ads.
Brand reinforcement: Showcase your logo and brand elements consistently within the tab.
Rich previews: Showcase product images, deals, and expiration dates directly.
