By Judi McLeod —— Bio and Archives July 5, 2016
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About Gmail Tabs
Updated: May 24, 2016 Copy article URL Gmail delivers messages to tabbed inboxes based on complex and changing algorithms that consider subscriber engagement, content, and sender information. Messages from email service providers, like MailChimp, often have a higher chance of being delivered to the Promotions tab. Unfortunately, MailChimp has no control over the placement of emails in Gmail, and there is no proven way to “beat” Gmail’s algorithms. Only a subscriber can move your emails from the Promotions tab to the Primary tab. In this article, you’ll learn about Gmail tabs, and what subscribers can do to ensure your campaigns are delivered to their Primary tab.Benefits of the Promotions Tab
Gmail’s Promotions tab contains marketing emails and promotional offers. When Gmail introduced inbox tabs, many marketers worried that subscribers would overlook mail in the Promotions tab. Fortunately, studies show that people use the Promotions tab. According to ReturnPath’s study of three million Gmail users, the tabs improved deliverability, increased open rates, and decreased spam complaints. Plus, Gmail’s inbox organization doesn’t affect all your Gmail subscribers. Inbox tabs are optional for Gmail users, and many people disable them.
Google’s only trying to help you by burying your messages in Gmail tabs, right? Millions flock to Gmail because it’s free, a kind of free whose real price-tag is well hidden. In the powerful digital world, ‘Kill the Messenger’ has been simplified to ‘Kill the Message’.Send Emails to the Primary Tab
The only way to improve your campaign’s chances of landing in the Primary tab is to maintain a healthy subscriber list. An engaged subscriber may be willing to make changes in their Gmail account to move your campaigns to the Primary tab. Encourage your subscribers to take these actions.
- Add your From email address to their Google Contacts
Emails from a subscriber’s Google Contacts always go to their Primary inbox. In confirmation pages, welcome emails, and campaign content, ask your subscribers to add your From email address to their Google Contacts.- Move your emails to the Primary tab
Subscribers can teach Gmail where to deliver your messages. When a subscriber moves one of your campaigns from the Promotions tab to the Primary tab, Gmail asks whether it should always deliver your campaigns there. If you have engaged subscribers who want your emails to appear in the Primary tab, share these Gmail Help instructions.
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Judi McLeod is an award-winning journalist with 30 years’ experience in the print media. A former Toronto Sun columnist, she also worked for the Kingston Whig Standard. Her work has appeared on Rush Limbaugh, Newsmax.com, Drudge Report, Foxnews.com.