How do I handle clients concerned about emails landing in Gmail promotions tab?
Michael Ko
Co-founder & CEO, Suped
Published 4 Aug 2025
Updated 16 Aug 2025
7 min read
Many clients express concern when their emails land in the Gmail Promotions tab. It's a common misconception that this tab is equivalent to the spam folder, leading to worries about decreased visibility and engagement. However, the reality of Gmail’s tabbed inbox system is more nuanced than it appears at first glance.
The key to handling these concerns is to provide clear, data-driven explanations and guide them towards a strategy that aligns with how Gmail actually functions, rather than trying to force emails into a tab where they might not belong. It's about educating clients on what the Promotions tab truly is and how it can still be effective for their marketing goals.
Instead of viewing it as a problem, we can help clients understand it as a categorization system designed to help users manage their inboxes. This perspective shift is crucial for effective email strategy.
Understanding Gmail's tab system
It’s vital to clarify that the Gmail Promotions tab is not a spam folder or a blacklist. It's a dedicated space within the primary inbox designed by Gmail to help users organize their marketing emails and promotional offers. Many users appreciate this categorization because it keeps their main inbox clutter-free while allowing them to browse deals when they are in a shopping mindset. This distinction is important for understanding the impact of Gmail's tabbed inbox on email deliverability.
For clients who fear diminished visibility, it's worth noting that a significant portion of Gmail users actively engages with the Promotions tab. These users often check this tab specifically for deals, sales, and updates. While some studies suggest slightly lower open rates in the Promotions tab compared to the Primary tab, the crucial metric often remains conversion and revenue. Some data indicates that emails in the Promotions tab can achieve similar conversion rates as those in the Primary tab, as recipients are often more receptive to promotional content when they proactively seek it out.
Explaining that the Promotions tab is part of the inbox, not a separate junk folder, can alleviate many client anxieties. Desktop email clients using IMAP, for example, often don't even display the tabbed interface, merging all emails into a single inbox.
Promotions tab myths
Myth: Emails in Promotions are treated like spam.
Reality: It’s a category for marketing messages, still within the inbox, unlike the spam folder.
Myth: Low open rates in Promotions mean low engagement.
Reality: Engaged users often check this tab specifically for deals, leading to strong conversions.
Strategies for managing client expectations
One of the most effective ways to manage client expectations is by focusing on the right metrics. Instead of fixating solely on open rates, redirect their attention to conversion rates, click-through rates, and ultimately, revenue generated from email campaigns. If emails in the Promotions tab are still driving conversions, the placement itself may not be a problem. This helps address concerns about why information emails are landing in the promotions tab and potentially causing a drop in open rates.
Encourage clients to view the Promotions tab as an opportunity rather than a hindrance. It's where users expect to find deals and marketing content, meaning they are often in a more receptive mindset when they open emails from this tab. This can lead to higher quality engagement, even if the initial open rate is slightly lower. For further reading, an article from Kickbox on Gmail tabs provides additional expert insights on this topic.
A proactive approach involves advising clients to encourage their subscribers to drag emails from the Promotions tab to the Primary tab. This action signals to Gmail's algorithm a user preference, potentially influencing future placement. However, this should be presented as a helpful tip for users, not a guaranteed workaround, as trying to bypass the Gmail promotions tab can have unintended consequences.
Client concern:
Perceived lower visibility: Clients often believe emails in Promotions are less likely to be seen or opened, impacting campaign reach.
Fear of spam association: The Promotions tab is mistakenly equated with the spam folder, raising concerns about brand reputation and trust.
Impact on conversions: Worries that less visibility directly translates to fewer clicks and sales.
Your response:
Educate on tab function: Explain that Promotions is a valid inbox category for marketing emails, not spam.
Shift focus to conversions: Emphasize that engagement (clicks, conversions) is often strong because users are in a buying mindset.
Leverage annotations: Advise using Gmail annotations to enhance visibility within the tab.
Optimizing for inbox placement (if desired)
If a client still insists on aiming for the Primary tab, there are certain best practices that can influence Gmail inbox placement. However, it's crucial to understand that these are not guaranteed hacks to bypass categorization, but rather optimizations that align with Google's intent for transactional or personal communications.
Focus on content quality and personalization. Emails that are highly relevant, personalized, and do not overtly resemble typical marketing campaigns have a better chance of landing in the Primary tab. Minimize images, avoid excessive links, and use a conversational tone. Excessive use of promotional language or complex HTML structures often triggers the Promotions tab classification. For more on this, ISIPP SuretyMail provides guidance on avoiding the Promotions tab.
Maintaining a strong sender reputation is also paramount, regardless of which tab you aim for. This involves consistent sending practices, low complaint rates, and proper email authentication (SPF, DKIM, DMARC). A healthy sender reputation contributes to overall email deliverability and helps prevent emails from landing in the spam folder or being put on a blocklist (or blacklist) in the first place. You can learn more about DMARC, SPF, and DKIM to strengthen your email authentication.
Content optimization for primary tab consideration
Plain text preference: Consider sending plain text emails or using minimal HTML to appear less promotional.
Limited links & images: Reduce the number of links and images, as these are strong indicators of promotional content.
Personalized content: Focus on highly personalized messages that provide direct value, similar to transactional emails.
When to embrace the promotions tab
For many businesses, especially those in B2C or e-commerce, embracing the Promotions tab can be a more realistic and effective strategy than fighting it. If your emails are inherently promotional, trying to circumvent Gmail’s classification can lead to poorer engagement, as users may feel misled if a promotional email lands in their Primary tab. It’s important to understand whether promotional emails should go to Gmail's primary or promotions tab.
Instead, encourage clients to optimize their promotional emails for the tab. This includes using Gmail annotations (Schema.org markup) to add rich features like deal badges, expiration dates, and images directly in the inbox preview. These annotations enhance visibility and provide key information at a glance, making emails more appealing to users browsing the Promotions tab. This approach aligns with user expectations and can actually improve engagement within the tab itself.
Views from the trenches
Best practices
Actively communicate that the Promotions tab is not a spam folder, but a segmented inbox that many users prefer for marketing content.
Educate clients on relevant metrics beyond open rates, emphasizing conversions and ROI from emails in the Promotions tab.
Optimize email content for the Promotions tab using Gmail annotations to enhance visibility.
Common pitfalls
Attempting to 'trick' Gmail's algorithm by disguising promotional emails as transactional ones, which can damage sender reputation.
Over-focusing on open rates as the sole measure of email campaign success, ignoring conversion data.
Failing to communicate the true nature of the Promotions tab, leading to unnecessary client anxiety.
Expert tips
If your email's content is promotional, it's often best to let it be categorized as such, as users checking that tab are actively looking for deals.
Engaged subscribers can be encouraged to drag emails to the Primary tab, signaling their preference to Gmail's algorithm.
Use clear calls to action and compelling content, knowing that users in the Promotions tab are already receptive to marketing messages.
Marketer view
Marketer from Email Geeks says the Promotions tab is a valid secondary inbox, not a spam folder, and it serves as a designated place for users seeking deals and offers. Many users access their emails via desktop clients that do not even categorize messages into separate tabs.
August 12, 2022 - Email Geeks
Marketer view
Marketer from Email Geeks says while emails in the Promotions tab might see slightly lower open rates (around 10-15% less), clients have observed little difference in conversion rates or revenue, suggesting that users who open these emails are often more ready to engage with promotional content.
August 12, 2022 - Email Geeks
Final thoughts on the promotions tab
Handling client concerns about the Gmail Promotions tab requires a balance of education, strategic optimization, and a focus on meaningful metrics. The Promotions tab isn't a digital graveyard, but a designated space within the inbox that serves a specific purpose for users.
By emphasizing conversion rates over raw open rates, understanding the true nature of Gmail’s filtering, and leveraging tools like annotations, we can help clients see the Promotions tab not as an obstacle, but as a valuable part of their email marketing ecosystem. This approach supports a healthier and more effective email program overall, addressing why your emails are going to spam in 2024.
