Did you know that your marketing emails can land into promotion tab?

Gmail has a filter that send the promotional emails, ad, bulk emails to its promotional section. Now this means that your email does not land in the primary inbox of the recipient. This make it even harder for the sales reps and marketers to reach out to the prospects via Gmail marketing campaign. As a matter of fact one out of five prospect have their promotion tab on.

So, how can you ensure that your emails will land in the primary inbox of your recipients?

In the blog below we have discussed about the promotion tab, how can you avoid it and make your email marketing campaign a successes.

What is Gmail Promotion Tabs?

The promotion tab of the Gmail is design to categorize the promotional emails like ads, bulk emails and more. Unlike spam emails the recipients can still engage with the email that you have sent. The basic difference between a promotion tab and spam is that, if your emails land in the spam folder it reflects that their is some problem with your email sending practice. Whereas, if it lands in promotion tab it means that it is categorized with the promotional material. In other words, all the marketing emails, offers and rewards are landed in the Promotion tab of Gmail. Gmail can sort out incoming emails into various sections by using complex and clever algorithms. There are many important features which are used for this purpose, such as email content, HTML code, address of the sender and many more aspects. If a Gmail user wishes to check out the deals, promotional content and offers, they can directly access them by opening the promotion tab.
promotional tab

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Why should you hit the Gmail primary box?

Gmail has an intelligent algorithm used to scan every mail. Hence, if you are sending bulk emails that consist of information regarding deals, offers, and other promotional messages this would activate the Google’s algorithm and transfer your email to the promotions tab.

According to Business.com, 84.5% of the mails come under the category of promotion and land in the Promotions tab, and very few people reach it. Therefore, it is necessary to land your email in the primary inbox regarding your product or service.

Consequently, it is important that your emails land in primary inbox of your prospect to enhance the open rate of emails and strengthen the conversation rate.

So, let’s go through some best strategies you can apply to avoid the Gmail promotion tab and share your email to the primary box.

Easy ways to avoid Promotion tab on Gmail

While there is no sure shot way to land your email into the primary inbox of the recipient but following some practices given below you can surely avoid landing in the promotion tab. One important factor to remember here is that your emails landing in promotion tab may effect the efficiency of your email campaign but it does not affect your email reputation.

Scan out your email accounts

Scanning your email account is the best way to build up a good reputation and categorize your emails in the primary inbox tab. You can scan out your email account through the following methods:

  • Verify the email list: Email verification is important to make your emails relevant so that they land in the primary inbox of the recipients. Therefore, it is necessary as unverified emails are quite risky. Hence, delivering to unverified email addresses may cost you a high bounce rate and suspicion from the Internet Service Provider.

    You can verify your email address as well in case your email are hitting the spam folder. A key factor that your emails are hitting the spam folder is because you may have not configured the SPF, DKIM and DMARC records. These records gives the ISP and email service provider a confirmation that your email addresses is authentic and secure.

  • Take support from the subscribers

    Ask your subscribers to provide insights so that you can move your emails from the promotion tab to the primary inbox tab. This can be done in the initial emails.

    Furthermore, you can also share the instructions in the form of video, text and any other form for moving the emails from the promotions tab to the primary inbox tab. This will help you to drag all the incoming emails to the primary tab instead of the promotion tab automatically.

Maintain the ratio of text to HTML ratio:

When you send a HTML email there is no chance that your email lands in the primary inbox of the recipient.
So, send your emails in plain text if you want to avoid promotion tab and ensure that your emails appear that they are sent manually.

Another factor that affects the email deliverability is HTML emails with heavy images and multiple back links. Therefore, prefer that your emails have normal text and few links. In case you still want to use HTML text for visual appearance then maintain a ratio of text to HTML which is 60:40.

Develop and deliver personalized emails

You can deliver your emails to the subscribers by using personalization in the messages. This can be done by the following:

  • Address your customers by name, like you address your friends and relatives. 
  • Develop and send personalized subject lines. 
  • Draft the content of your emails unique and relevant to the users. 
  • Many automation tools will support you with this task. For instance, Snov.io email drip campaigns enable you to develop personalized messages according to the response of the actions of the subscribers. Through this, you will get different responses from the subscribers, and this will help you in sending the right message at the right time. 
  • Want to know best Tips to Write Killer Email Subject Line? Know more…

Do not use too many links

Emails with many links tend to go to the Promotion tab rather than the Primary inbox tab. Generally, companies incorporate many links in the message, such as the landing page of the company, product/ service page, social media page and many more.

Consequently, links in abundance in the emails will direct your email to the Promotion tab. Hence, minimize the number of links (not more than 3) including unsubscribe links, too.

Do not attach many images

Certainly, your email looks more attractive through images. However, it has another side too and emails with too many images indicate the emails as promotional email. And after this, you know the outcome.

You need to share the pictures with the emails to get maximum attention from the subscribers. Hence, share minimum images with more impact.

These tip will help your Gmail campaign reach its full potential by increasing there emails landing in the primary inbox but at the same time improve the quality of your email messages as well.

Reaching out to the to the prospect at scale with the personalize message is not that easy but with technology this is possible. Software like SendBuzz help you connect with the prospect with features like email personalization.

Want to grow your outreach? Try SendBuzz today!


If you want to have an email marketing campaign which won’t land in the Promotions tab, make sure you don’t add too many links and attach media. Moreover, a personalized mail has more chances to land in the Primary inbox. Keep all these tips in mind and then create your email marketing campaign.

Now, that you know how you can optimize your email outreach campaign. Go ahead and create your email outreach campaign.