Since Gmail changed its inbox layout, many marketers find their emails appearing under the “Promotions” tab in Gmail, instead of the recipient’s inbox.
The tabs are optional for Gmail users, but many recipients are choosing to take advantage of them, to make sorting their mail easier. This isn’t all bad news for marketers, however, as Return Path have done a study of 3 million Gmail users, which shows that emails now have a higher deliverability, read and open rate than before, and less mails are ending up in the spam folder.
If you do want to ensure that your messages end up in the inbox, rather than the promotions tab, you’ll need to speak to your subscribers.
Here are our tips for ensuring that your mails appear in the right place.
- Make sure that your mails are completely relevant to your recipients, and that you maintain a high delivery and interaction rate.
- Ask your subscribers to add your email address to their address book.
- Ask your subscribers to move your emails to their primary inbox.
A useful Gmail Tabs testing tool can be found at Litmus.