Google introduced us with tabs to make the inboxes less chaotic. But since then a big question among marketers was asked, "why does my email go into the promotions tab?" There are plenty of factors that decide in which tab your emails will are sent.
First, let's look at the five Gmail tabs:
Primary: Person-to-person conversations from the user's contacts. And if any other email doesn't fit the other categories it will end up in the Primary tab.
Social: Here belong all emails from social networking sites. (Facebook, Twitter, Linkedin etc.)
Promotions: This is the place for all marketing emails.
Updates: This is for all transactional emails such as invoices, shipping information etc.
Forums: A place for your forum or group discussions, and mailing list notifications.
At first glimpse, this looks all very organized; the emails are not squished in one place.
Google uses an algorithm for categorizing the emails, and you can't change it. But you also don't want to change your domain, so what are you going to do? Well, we can offer you some tips so that Google would consider your email as a Primary one.
If you greet your subscribers with their names, the email looks like a message from a friend.
Use your recipient's name in the first email line, and you will avoid the Promotions tab.
Here check out our Add variables in emails article and learn how to make your emails more personalized.
Links and images
Every promotional email contains a lot of links and images. So if you use many images, Gmail will think that you are promoting items. And including a lot of links will also send your email straight to the Promotional tab. Stick with more text and fewer links and images.
We are sure that you are already doing this, with GDPR going on. But placing the unsubscribe link at the bottom for your email, just like your signature will prevent your email going to the Promotions tab.
Logically, if you are using the promotional language, meaning you are trying to sell, it's Promotional email."Get your discount if you buy this!", "Buy that", "Want to make money fast?", It's a hard "no" for this type of language. And don't add too many prices, Gmail is very smart it will know. 🧐
Always watch your image-to-text ratio, ideally 40:60. Having many images and little text can send the email straight to the Promotions tab.
Pro-tip: here is this cool tool, where you can check in which Gmail tab your email will end up, before sending it to your contacts.
One more guru advice
Gmail tab filter is very smart. Most of the emails that end up in the Promotional tab because the email contains those critical elements. Keep it short, add images and links but don't overdo it, people buy from people. And always test, see what works for you and your subscribers, in Loopify you can send yourself a preview form the email, and send to previous testers or add new testers from your contacts list. Easy 😊
That's it! Now, go ahead and learn how not to end up in the spam folder.