{"id":5441,"date":"2025-10-07T15:59:19","date_gmt":"2025-10-07T19:59:19","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/how-to-utilize-the-power-of-gmails-new-promotions-tab\/"},"modified":"2025-10-07T16:21:13","modified_gmt":"2025-10-07T20:21:13","slug":"how-to-utilize-gmail-promotions-tab","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/how-to-utilize-gmail-promotions-tab","title":{"rendered":"How Email Marketers Should Navigate the Gmail Promotions Tab"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_8189681f2cf8d3cecd83b884a4b92148\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\">\n<h3>Key takeaways \u2728<\/h3>\n<ul>\n<li><strong>The Promotions Tab is an opportunity<\/strong>. Rather than trying to land in the primary folder, embrace the Promotions Tab, especially if you want to appeal to subscribers <span style=\"font-family: inherit; font-size: inherit;\">in a \u201cshopping mindset.\u201d<\/span><\/li>\n<li><strong>Use Gmail\u2019s special annotations<\/strong>\u2014like product carousels and deal badges\u2014to stand out in the Promotions Tab.<\/li>\n<li><span style=\"font-family: inherit; font-size: inherit;\"><strong>Use best practices to catch browsing eyes<\/strong>, like clear sender names, BIMI, and value-driven subject lines.\u00a0<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Gmail is one of the most popular inbox service providers (ISP) with over <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-client-market-share\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">30% of email client market share<\/span><\/a><span style=\"font-weight: 400;\">. However, ever since <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/gmail.googleblog.com\/2013\/05\/a-new-inbox-that-puts-you-back-in.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Gmail launched its tabbed inbox<\/span><\/a><span style=\"font-weight: 400;\"> in 2013, some marketers have been clamoring for their emails to be delivered to the Primary tab vs. the Promotions Tab. There\u2019s been a lingering perception that Gmail\u2019s Promotions Tab equals the spam folder, but that\u2019s far from the truth.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gmail\u2019s not the only ISP to introduce tabs and automatic categorization of emails to the inbox: Yahoo Mail, Outlook, and Apple all have their own versions of inbox tabs to help their users organize and navigate their inboxes.<\/span><\/p>\n<h3>Table of contents<\/h3>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"11\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#history\">The history and current state of tabbed inboxes<\/a>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"11\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#what-tab\">What is the Gmail Promotions tab?<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"11\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#history-gmail\">History of Gmail&#8217;s tabbed inbox<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"11\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#how-work\">How does Gmail&#8217;s Promotions Tab work?<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"11\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#benefits-tab\">What are the benefits of the Promotions Tab for email marketers?<\/a><\/li>\n<\/ul>\n<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"11\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#expansion\">Expansion to additional ISPs<\/a>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"11\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#apple\">Apple tabbed inboxes<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"11\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#yahoo\">Yahoo Views<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"11\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#outlook\">Outlook Focused Inbox<\/a><\/li>\n<\/ul>\n<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"11\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#open-rates\">Are your Gmail open rates dropping?<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"11\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#features\">Promotions Tab features and how to use them<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"11\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#optimizing\">Optimizing emails for the Promotions Tab<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"11\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#good-thing\">Getting delivered to the Gmail Promotions tab is a good thing<\/a><\/li>\n<\/ul>\n<p><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\">In this blog post, we are <\/span><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\">not<\/span><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"> answering the question, \u201cHow to prevent bulk emails from going to the Promotions Tab in Gmail?\u201d ISPs are working hard to improve the experience of their service for their users by allowing them to organize messages in a way that works for them.<\/span><\/p>\n<h2 id=\"history\"><span style=\"font-weight: 400;\">The history and current state of tabbed inboxes<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Traditionally, the way emails in inboxes were organized and sorted landed on the end-user\u2019s shoulders. It was up to them to decide if they wanted to create any rules or filters to automatically tag and identify emails from specific senders.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then in 2013, Gmail introduced the tabbed inbox\u2014including the much maligned Promotions Tab\u2014where Gmail would automatically identify the email message types and deliver them to a specific tab based on that type.<\/span><\/p>\n<p>Years later, Gmail isn\u2019t the only ISP to help users organize their inboxes:<\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"13\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/yahoomail.tumblr.com\/post\/66409999297\/introducing-a-new-multi-tasking-experience-for\">Yahoo Mail introduced recent activities<\/a>\u00a0in 2013.<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"13\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/support.microsoft.com\/en-us\/office\/focused-inbox-for-outlook-f445ad7f-02f4-4294-a82e-71d8964e3978\">Outlook introduced the focused inbox<\/a> in 2017.<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"13\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/blog\/coming-to-terms-with-tabs-why-apple-mail-categorization-is-a-good-thing\/\">Apple introduced tabbed inboxes<\/a> in 2024.<\/li>\n<\/ul>\n<h3 id=\"what-tab\"><span style=\"font-weight: 400;\">What is the Gmail Promotions tab?<\/span><\/h3>\n<p>The Gmail Promotions tab is just one tab that\u2019s included as part of Gmail\u2019s tabbed inbox feature. If a user has the tabbed inbox setting turned on, the Gmail Promotions tab will be where all of their marketing and promotional emails will be delivered.<\/p>\n<p>Here\u2019s what Jaina Mistry\u2019s\u2014Content and Brand Marketing Leader\u2014Promotions Tab looks like.<\/p>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-99805\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/Promo-Tabs-1.jpg\" alt=\"Jaina Mistry\u2019s Promotions Tab in Gmail\" width=\"1652\" height=\"983\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/Promo-Tabs-1.jpg 1652w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/Promo-Tabs-1-300x179.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/Promo-Tabs-1-1024x609.jpg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/Promo-Tabs-1-768x457.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/Promo-Tabs-1-1536x914.jpg 1536w\" sizes=\"(max-width: 1652px) 100vw, 1652px\" \/>\n<p>The Promotions tab helps users keep their Gmail inbox organized and to make it easier for them to focus on the messages that matter most to them.<\/p>\n<p>While Gmail automatically detects which emails are destined for the Promotions Tab, users can also set up their own rules and filters to dictate which emails get delivered to the Promotions tab.<\/p>\n<p><span style=\"font-weight: 400;\">Gmail\u2019s Promotions Tab also serves as a revenue source for Gmail. In 2023, <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.theverge.com\/2023\/5\/5\/23712440\/gmail-ads-more-annoying-middle-inbox\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Gmail started placing paid ads<\/span><\/a><span style=\"font-weight: 400;\"> in users\u2019 Promotions Tabs. And it\u2019s for this reason alone, we don\u2019t think the Promotions Tab is going anywhere. So you need to know how to make your email stand out in the Promotions Tab.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This method helped us boost new subscriber numbers across our diverse range of newsletters.<\/span><\/p>\n\n\n\n<div class=\"quote my-5 col-12 blue-quote\" >\n\t\n\t<div class=\"row d-flex align-items-center\">\n\t<div class=\"col-12 col-lg-9\">&#8220;<em>Speaking in the universal language of food, if the Primary tab is the entree of a meal, I see the Promotions Tab as a plethora of appetizer options that are fun, engaging, playful, and most importantly, shareable.<\/em>&#8220;<\/div>\n\t<div class=\"col-12 col-lg-3 text-center\">\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/10\/Any-Li-headshot.png\" alt=\"Andy Li\" width=\"125\" height=\"125\" class=\"mt-3 mt-lg-0\">\t<p><strong>Andy Li<\/strong>\t<br><span class=\"quote-title\">Lifecycle Marketing Lead at Spring Health<\/span><\/p>\t<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/liandy\/\" target=\"blank\"><i class=\"fa-brands fa-linkedin\"><\/i><\/a>\t<\/div>\t<\/div>\n<\/div>\n\n<h3 id=\"history-gmail\"><span style=\"font-weight: 400;\">History of Gmail&#8217;s tabbed inbox<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Gmail first launched the tabbed inbox in 2013 as a setting the user could choose to activate or not. When activated, Gmail would decide which emails were delivered to which tab based on what <\/span><i><span style=\"font-weight: 400;\">type<\/span><\/i><span style=\"font-weight: 400;\"> of email it thought it was:<\/span><\/p>\n<table class=\"table\">\n<thead>\n<tr>\n<th scope=\"col\"><strong>Tab<\/strong><\/th>\n<th scope=\"col\"><strong>Email type<\/strong><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<th scope=\"row\">Primary<\/th>\n<td>Person-to-person messages<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\"><strong>Promotions<\/strong><\/th>\n<td>Marketing, interests, and other promotional messages<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\"><strong>Social<\/strong><\/th>\n<td>Messages from social networks<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\"><strong>Updates<\/strong><\/th>\n<td>Auto generated messages like bills and receipts<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">Shortly after the tabbed inbox was launched with the above tabs, the Forums tab was introduced for messages from online groups and discussion forums.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To this day, users can still choose which tabs they want to activate in their Gmail account\u2014including the Promotions tab.\u00a0<\/span><\/p>\n<h3 id=\"how-work\"><span style=\"font-weight: 400;\">How does Gmail&#8217;s Promotions Tab work?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">You might be wondering, <\/span><i><span style=\"font-weight: 400;\">why are my emails going to the Promotions Tab?<\/span><\/i><span style=\"font-weight: 400;\"> It might surprise you to learn that Gmail\u2019s Promotions Tab isn\u2019t fueled by pixie dust and magic. It\u2019s actually a type of <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/guide-to-ai-in-email-marketing\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">artifical intelligence (AI)<\/span><\/a><span style=\"font-weight: 400;\">: machine learning.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While the exact factors and formulae Gmail uses to identify which emails are delivered to the Promotions Tab is still a closely guarded secret, we do know that Gmail considers the following factors to help it identify what\u2019s a promotional email and what isn\u2019t:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Who the email comes from, aka the sender<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The contents of the message<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How Gmail users interact with similar content<\/span><\/li>\n<\/ul>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_28aae89b81bf7cd2e5742da22ca39d48\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/04\/Deliver.png\" alt=\"\" width=\"101\" height=\"55\"\/>\n\t\t\t\t\t  \t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t\t\t\t\t\t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>How to make sure you reach your Gmail and Yahoo subscribers<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>Get up to speed with the sender requirement rules from Gmail and Yahoo to improve your deliverability.<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/new-yahoo-gmail-email-deliverability-rules\">\n\t\t\t\t\t\tLearn more\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>\n\n\n\n\t<div id=\"simple-text-block-block_39aa9437b9a1e32a720d632b42a4ef48\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<h3 id=\"benefits-tab\"><span style=\"font-weight: 400;\">What are the benefits of the Promotions Tab for email marketers?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The creation of the Promotions Tabs across all of the different ISPs not just Gmail\u2019s Promotion Tab is a user-centric move by ISPs. But it also has huge benefits for email marketers, too:<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">1. Tab browsers are in the buying mindset<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">More often than not, users who are browsing the Promotions Tab in their inbox are in the mood to buy. It\u2019s a little bit like they\u2019re window shopping and looking out for <\/span><i><span style=\"font-weight: 400;\">something<\/span><\/i><span style=\"font-weight: 400;\"> to catch their eye to make them want to walk into the store\u2014or open the email. The creation of the Promotions Tab has given marketers the opportunity to have an already rapt ready-to-buy audience.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">2. Recipients won\u2019t miss important messages<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">If you\u2019re sending marketing or promotional emails, it\u2019s highly likely you\u2019re also sending other kinds of emails like <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/commercial-vs-transactional-emails\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">transactional emails<\/span><\/a><span style=\"font-weight: 400;\"> (order confirmation, forgotten password, etc.).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re sending transactional emails from a different sender email address than your marketing\/promotional emails (something we highly recommend!), recipients of your emails who have a tabbed inbox set up will be able to receive those different types of emails in different tabs, ensuring they will never miss those important emails.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">3. Customized deal badges to stand out in the inbox<\/span><\/h4>\n<p><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\">When you send a promotional or marketing email and it\u2019s delivered to Gmail\u2019s Promotions Tab, Gmail users who use the Gmail app on their mobile device may see additional imagery pulled automatically from your email\u2014before they\u2019ve even opened it. This is known as <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/blog\/gmail-annotations-in-2025-what-they-are-how-they-work-and-what-comes-next\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\">Gmail Annotations,<\/span><\/a><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"> and there are a couple of different ways you can use them. <\/span><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\">(<a rel=\"noopener\" href=\"#annotation\">Skip ahead to the section to see how!<\/a><\/span><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\">)<\/span><\/p>\n<h3 id=\"expansion\"><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\">Promotion-type tabs in Apple, Yahoo, and Outlook<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Gmail isn\u2019t the only ISP playing the tabbed inbox game. Yahoo Mail, Outlook, and Apple Mail have created their own versions of auto-sorted inbox tabs\u2014including their own versions of Gmail\u2019s Promotions Tabs.<\/span><\/p>\n<h4 id=\"apple\">Apple Mail has tabbed inboxes<\/h4>\n<p>Apple Mail has taken a similar approach to Yahoo Mail and Gmail with its own version of the tabbed inbox. By using machine learning, it classifies emails into categories such as:<\/p>\n<table class=\"table\">\n<thead>\n<tr>\n<th scope=\"col\"><b>Category<\/b><\/th>\n<th scope=\"col\"><strong>Email type<\/strong><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<th scope=\"row\">Primary<\/th>\n<td>Time-sensitive emails from people the user might know and other important information<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\">Transactions<\/th>\n<td>Receipts and order confirmations<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\">Updates<\/th>\n<td>Newsletters and emails from social media networks<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\">Promotions<\/th>\n<td>Marketing and sales-related emails<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span lang=\"EN\" xml:lang=\"EN\" data-contrast=\"auto\">They also group multiple emails from the same sender into a digest view or group. This is great for recipients so they don\u2019t get bombarded with five cart abandonment emails. But it also means that your important email could get hidden behind a less-urgent email.<\/span><\/p>\n\n\n\n<div class=\"quote my-5 col-12 blue-quote\" >\n\t\n\t<div class=\"row d-flex align-items-center\">\n\t<div class=\"col-12 col-lg-9\">&#8220;<em>With Apple now introducing it&#8217;s own version of tabs in email, it will be a much more universal email inbox user experience. Marketers need to focus on the content and the email envelope. As has always been the case, if your emails are engaging and a user interacts more with them, then the higher likelihood of it being top of the inbox\u2014in any &#8216;tab.&#8217;<\/em>&#8220;<\/div>\n\t<div class=\"col-12 col-lg-3 text-center\">\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/09\/jay-oram.jpeg\" alt=\"Jay Oram\" width=\"125\" height=\"125\" class=\"mt-3 mt-lg-0\">\t<p><strong>Jay Oram<\/strong>\t<br><span class=\"quote-title\">Head of Development at Action Rocket<\/span><\/p>\t<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/jayoram\/\" target=\"blank\"><i class=\"fa-brands fa-linkedin\"><\/i><\/a>\t<\/div>\t<\/div>\n<\/div>\n\n<h4 id=\"yahoo\"><span lang=\"EN\" xml:lang=\"EN\" data-contrast=\"none\">Yahoo Mail has\u00a0\u201cViews\u201d<\/span><\/h4>\n<p><span lang=\"EN\" xml:lang=\"EN\" data-contrast=\"auto\">Yahoo released Views to help you find related emails quickly. The categories include:<\/span><\/p>\n<table class=\"table\">\n<thead>\n<tr>\n<th scope=\"col\"><b>View<\/b><\/th>\n<th scope=\"col\"><strong>Email type<\/strong><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<th scope=\"row\">Receipts<\/th>\n<td>Bills and receipts<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\">Subscriptions<\/th>\n<td>Newsletters and mailing lists<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\">Shopping<\/th>\n<td>Promotional emails<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\">Travel<\/th>\n<td>Travel related emails<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<div class=\"container pt-3 pb-5 px-1\">\n<div class=\"row blog-cta-blue rounded-5 p-4\">\n<div class=\"mx-auto col-12\">\n<div class=\"row d-flex align-items-center\">\n<div class=\"col-12 text-center\">\n<p class=\"bold fs-4\">See where your email lands in the inbox<\/p>\n<p>Validity Everest tells you which tab or view your emails land in for Gmail, Outlook, and\u2014new as of October 2025\u2014Apple Mail.<\/p>\n<p><button class=\"button-blue download\"><a class=\"text-white text-decoration-none\" rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/everest\/\">Check my placement<\/a><\/button><\/p>\n<\/div>\n<div class=\"d-none\"><picture><source srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/05\/State-of-Innovations-Banner.png.webp\" type=\"image\/webp\" \/><\/picture> <picture><img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/05\/State-of-Innovations-Banner.png\" alt=\"\" width=\"221\" height=\"175\" \/><\/picture><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<h4 id=\"outlook\">Outlook has the Focused Inbox<\/h4>\n<p><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\">Outlook separates the inbox into two tabs: Focused and Other. The Focused tab contains the most important emails, while the Other tab contains the rest.<\/span><\/p>\n<p style=\"padding-left: 15px; border-left: 10px solid #0d5477;\"><strong>LitTip: <\/strong><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\">j<\/span><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\">ust because an email lands in Gmail\u2019s Promotions tab doesn\u2019t mean it\u2019ll land in Apple\u2019s Promotions tab. Each ISP identifies and sorts emails differently. Luckily, you can find out which tab your emails are being delivered to using <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/everest\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\">Validity Everest<\/span><\/a><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\">.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2 id=\"open-rates\"><span style=\"font-weight: 400;\">Are your Gmail open rates dropping?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">When seeing a drop in <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/kpis-you-should-be-tracking\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">open rates<\/span><\/a><span style=\"font-weight: 400;\"> in from your subscribers who use Gmail, brands often blame the Promotions Tab for it and try to fix the issue by tricking their way into the Primary Tab. This only makes the problem worse.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gmail\u2019s filtering is engagement-based\u2014not brand-based\u2014so it learns from subscribers\u2019 actions and customizes the inbox experience based on that.<\/span><\/p>\n<p><strong>If Gmail users are marking your emails as spam, unsubscribing, or generally not opening and clicking, Gmail may see this as a sign that their users aren\u2019t interested in your emails. This is when Gmail may start placing them into the spam folder.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s spell this out to make it even clearer: by tricking Gmail (or any other ISP) into believing your emails are in fact <\/span><i><span style=\"font-weight: 400;\">not<\/span><\/i><span style=\"font-weight: 400;\"> promotional or marketing emails, but important and critical emails that need to be delivered to the Primary Tab, you\u2019re potentially creating a point of friction between your brand and the recipient in the inbox.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If users don\u2019t expect your email to appear in the Primary Tab but they start appearing there, there\u2019s a higher chance your emails will be ignored, unsubscribed from, or even worse\u2014marked as spam. As marketers, it\u2019s not our job to dictate how our emails are seen (or not seen). However, it is our job to ensure our brand is putting its best foot forward in the inbox, by abiding by how users want to engage with emails in <\/span><i><span style=\"font-weight: 400;\">their<\/span><\/i><span style=\"font-weight: 400;\"> inbox.\u00a0<\/span><\/p>\n<p><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\">It\u2019s also worth noting that Gmail has not\u2014so far\u2014shared any data on how many users actually use the Promotions Tab. In fact, aZeroBounce for their <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.zerobounce.net\/email-statistics-report\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\">Email Statistics Report<\/span><\/a><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\">, revealed while 25% of those surveyed said they never check their Promotions Tab, another 21% said they don\u2019t have one, and 20% said they check it daily. The Promotions Tab should never be seen as the first cause of alarm when open rates drop.<\/span><\/p>\n<figure id=\"attachment_120284\" aria-describedby=\"caption-attachment-120284\" style=\"width: 1024px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-120284 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/10\/Promotions-tab-stats-1024x492.png\" alt=\"2025 zerobounce promotions tab survey results\" width=\"1024\" height=\"492\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/10\/Promotions-tab-stats-1024x492.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/10\/Promotions-tab-stats-300x144.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/10\/Promotions-tab-stats-768x369.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/10\/Promotions-tab-stats.png 1028w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption id=\"caption-attachment-120284\" class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.zerobounce.net\/email-statistics-report\/\" target=\"_blank\" rel=\"noopener\">Into The Inbox: Email Marketing Statistics for 2025<\/a><\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<h2 id=\"features\"><span style=\"font-weight: 400;\">Promotions Tab features and how to use them<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">So your emails are landing in the Promotions Tab, huh? Huzzah! You\u2019ve got a wealth of opportunities to make the most of your time in this wonderful place.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gmail will automatically pull in information from your emails to create a Promotions Yab preview on mobile devices, so you can control what your recipients see with annotations. Here are a couple of ways you can <\/span><i><span style=\"font-weight: 400;\">annotate<\/span><\/i><span style=\"font-weight: 400;\"> your email:<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Product carousel<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">You shouldn\u2019t rely on open rates to <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/measure-email-marketing-success\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">track email performance<\/span><\/a><span style=\"font-weight: 400;\">, and Gmail\u2019s product carousel doubles your chances to increase clicks. In addition to linking to products within your email, you can display up to 10 product cards that link directly to the listing on your website. The cards also allow you to stand out in the inbox with eye-catching images, product names, and prices.<\/span><\/p>\n<figure id=\"attachment_68953\" aria-describedby=\"caption-attachment-68953\" style=\"width: 856px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-68953\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/04\/promotions-tab-1.png\" alt=\"product carousel showing in email marketing campaign\" width=\"856\" height=\"400\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/04\/promotions-tab-1.png 856w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/04\/promotions-tab-1-300x140.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/04\/promotions-tab-1-768x359.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/04\/promotions-tab-1-700x327.png 700w\" sizes=\"(max-width: 856px) 100vw, 856px\" \/><figcaption id=\"caption-attachment-68953\" class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/developers.google.com\/gmail\/promotab\/overview#product-carousel\"><span style=\"font-weight: 400;\">Google<\/span><\/a><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Gmail automatically extracts details, but you can choose exactly how your product carousel appears by <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/developers.google.com\/gmail\/promotab\/overview#product-carousel\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">inserting annotation code<\/span><\/a><span style=\"font-weight: 400;\">. Check out some <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/gmail-promotions-tab-updates\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">examples of code you can use to do this here<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3 id=\"annotation\"><span style=\"font-weight: 400;\">Deal annotation<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Another way to catch subscriber attention in the inbox is with Gmail deal annotations. You can describe the offer (like 10% off), share a promo code, and include a sale end date below your subject line and preview text. Adding deal annotation effectively doubles the information you can use to entice someone into your main message.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Similar to product carousels, you can customize deal annotations by <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/developers.google.com\/gmail\/promotab\/overview#product-carousel\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">inserting annotation code<\/span><\/a><span style=\"font-weight: 400;\">. Check out some <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/gmail-promotions-tab-updates\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">examples of code you can use to do this here<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2 id=\"optimizing\"><span style=\"font-weight: 400;\">Optimizing emails for the Promotions Tab\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Optimizing emails for the Promotions Tab is no different to optimizing emails in general.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Clearly identify your brand<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Along with implementing annotations to help your email stand out in Gmail\u2019s Promotions Tab, our number one tip to you is ensure your sender name is clear. What do we mean by clear? It should clearly state your brand name so that all of those window shopping Promotions Tab browsers can quickly identify your brand in their inbox.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. Send valuable and relevant content<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">You also need to ensure your subscribers or customers will keep coming back to every single one of your emails in the Promotions Tab, so make every email count by creating stunning emails that are packed with personalized, relevant content to build a strong relationship between your brand and recipient. Make sure that after every email open, your subscribers feel like the email was worth it\u2014even if they didn\u2019t click through that day.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Implement BIMI<\/span><\/h3>\n<p><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/what-is-bimi-and-why-should-email-marketers-care\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Brand Indicators for Message Identification<\/span><span style=\"font-weight: 400;\"> (BIMI)<\/span><\/a><span style=\"font-weight: 400;\"> is an email specification allowing you to display your logo next to your emails, which makes them quickly recognizable in the inbox. On top of grabbing subscriber attention, having your official logo next to your Promotions Tab email preview <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/are-you-investing-in-or-spending-your-email-subscribers-trust\"><span style=\"font-weight: 400;\">builds trust<\/span><\/a><span style=\"font-weight: 400;\"> that you are who you say you are.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can learn all about <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/getting-started-with-bimi\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">getting started with BIMI here<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<figure id=\"attachment_45345\" aria-describedby=\"caption-attachment-45345\" style=\"width: 1200px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-45345\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/02\/example-showing-brand-with-verified-sender-logo-and-brand-without-verified-sender-logo.jpg\" alt=\"example showing brand with verified sender logo and brand without verified sender logo\" width=\"1200\" height=\"675\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/02\/example-showing-brand-with-verified-sender-logo-and-brand-without-verified-sender-logo.jpg 1200w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/02\/example-showing-brand-with-verified-sender-logo-and-brand-without-verified-sender-logo-300x169.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/02\/example-showing-brand-with-verified-sender-logo-and-brand-without-verified-sender-logo-1024x576.jpg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/02\/example-showing-brand-with-verified-sender-logo-and-brand-without-verified-sender-logo-768x432.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/02\/example-showing-brand-with-verified-sender-logo-and-brand-without-verified-sender-logo-700x394.jpg 700w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><figcaption id=\"caption-attachment-45345\" class=\"wp-caption-text\">Source: Litmus&#8217; <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/getting-started-with-bimi\" target=\"_blank\" rel=\"noopener\">Getting Started with BIMI Guide<\/a><\/figcaption><\/figure>\n<h3><span style=\"font-weight: 400;\">4. Write specific deal badges<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The text in your deal badge needs to be clear and concise. Opt for something like \u201c15% off everything\u201d or \u201cfree shipping\u201d instead of \u201cBig discounts on all of our new arrivals.\u201d<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">5. Use the correct image format<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Gmail has a few guidelines for choosing the best images for your product carousel:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Avoid text<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use a 4:5, 1:1, or 1.91:1 aspect ratio<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Don\u2019t repeat images between emails<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">HTTPS (not HTTP) for image URLs<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">6. Leverage expiration dates<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Including expiration dates in your promo tab email annotations gives you two opportunities to preview in the top picks section\u2014when you send it and within three days of the expiration date. That means you should include a <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/support.google.com\/merchants\/answer\/7055760\"><span style=\"font-weight: 400;\">correctly formatted expiration date<\/span><\/a><span style=\"font-weight: 400;\"> for limited-time deals for maximum reach.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This method helped us boost new subscriber numbers across our diverse range of newsletters.<\/span><\/p>\n\n\n\n<div class=\"quote my-5 col-12 blue-quote\" >\n\t\n\t<div class=\"row d-flex align-items-center\">\n\t<div class=\"col-12 col-lg-9\">&#8220;<em>My best advice is if you\u2019re a promotion, be promotional! Don\u2019t try to avoid being classified as a promotion, be a promotion! If your emails aren\u2019t driving revenue, work with your CFO to create offers that will drive revenue.<\/em>&#8220;<\/div>\n\t<div class=\"col-12 col-lg-3 text-center\">\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/05\/alex-williams.png\" alt=\"Alex Williams\" width=\"125\" height=\"125\" class=\"mt-3 mt-lg-0\">\t<p><strong>Alex Williams<\/strong>\t<br><span class=\"quote-title\">Co-Founder of Leap<\/span><\/p>\t<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/alexcwilliams\/\" target=\"blank\"><i class=\"fa-brands fa-linkedin\"><\/i><\/a>\t<\/div>\t<\/div>\n<\/div>\n\n<p><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\">\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-green rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Reach the inbox\u2014not the spam folder<\/p>\n\t\t\t\t<p>70% of emails show at least one spam-related issue that could keep them from the inbox. Don\u2019t let your email be one of them. <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/spam-filter-tests\" class=\"bold\">Learn more.<\/a><\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/pricing-litmus\" class=\"text-white text-decoration-none\">Book a demo<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/02\/test.svg\" width=\"210\" height=\"130\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n<\/span><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n\n\n\t<div id=\"simple-text-block-block_1d6f38f2ba37537116a921ed4454b8bc\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>&nbsp;<\/p>\n<h2 id=\"good-thing\"><span style=\"font-weight: 400;\">Getting delivered to the Gmail Promotions tab is a good thing<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Let\u2019s clear the air: the Promotions Tab is part of the inbox\u2014and merely a way to help Gmail users categorize legitimate emails.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The spam folder, on the other hand, may suggest there\u2019s a problem with the health of your email program. If your emails land in the Promotions Tab, that\u2019s a sign that your email program is good and healthy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But doesn\u2019t the Primary Tab get more attention? It might. But, <strong>if your email is promotional in nature, the right place for it to be is in the Promotions Tab<\/strong>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When subscribers go to the Promotions tab, they\u2019re usually in more of a shopping mindset. They\u2019re ready to browse your offers and read about your newest products\u2014a great starting point for marketing emails.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gmail tabs have been around for over a decade and subscribers have come to expect promotional and marketing emails in the Promotions Tab. If they can\u2019t find your email where it\u2019s supposed to be (in the Promotions Tab), consider it lost.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">The common narrative vs. real impact of Gmail Promotions tab<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The fear mongering about Gmail\u2019s Promotions Tab is real. Just do a quick Google search for the term and you\u2019ll find guides, blog posts, and thought-leaders sharing tips and tricks for getting your emails out of the Promotions Tab and into the Primary one. Why? Fear.<\/span><\/p>\n<p><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\">The truth is, we don\u2019t know how many users actually use the Promotions Tab because Gmail has never published those numbers. Surveys suggest only <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/help.activecampaign.com\/hc\/en-us\/articles\/115001622504-The-hype-and-truth-about-Gmail-tabs\" target=\"_blank\" rel=\"noreferrer noopener\"><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\">1 in 5 users<\/span><\/a><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"> have the Promotions Tab enabled, though. Spending time and effort on tactics to fool algorithms into your ideal <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/everest\/inbox-placement\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\">inbox placement<\/span><\/a><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"> is simply not efficient\u2014and potentially risky for your future deliverability.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Understanding email filtering and user behavior<\/span><\/h3>\n<p>In addition to automatic filtering into tabs, users can also create their own rules and filters to help organize and manage their inbox.<\/p>\n<p><span style=\"font-weight: 400;\">For example, <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/jainamistry\/\" target=\"_blank\" rel=\"noopener\">Jaina Mistry<\/a> uses filters in Gmail to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Mark every promotional email that\u2019s delivered to her inbox as read,<\/strong> as soon as its delivered to help her keep to inbox zero<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Automatically tag newsletters as newsletters<\/strong> and archive them immediately on delivery<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This type of filtering is a black box to marketers but impacts where emails are delivered.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">User behavior is another type of email filtering that ISPs use to help identify which emails are delivered where in the inbox\u2014and this is also a black box to marketers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Essentially, if User X is consistently moving emails from Brand A from the Primary Tab to the Gmail\u2019s Promotions Tab, Gmail will learn from that behavior and automatically deliver those emails to the Promotions Tab. However, if User Y is consistently moving emails from Brand A from the Promotions Tab to the Updates Tab, Gmail will learn from that behavior and automatically deliver emails from Brand A to the Updates Tab.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This means that despite there being general rules around which emails get delivered to which tab, it\u2019s all dependent on the users\u2019 behavior, too. And every users\u2019 behavior is different and unpredictable.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This method helped us boost new subscriber numbers across our diverse range of newsletters.<\/span><\/p>\n\n\n\n<div class=\"quote my-5 col-12 blue-quote\" >\n\t\n\t<div class=\"row d-flex align-items-center\">\n\t<div class=\"col-12 col-lg-9\">&#8220;<em>Categories are coming to Apple as well, and there&#8217;s no guarantee that the same message will land in the same category on the two platforms; their engines are wholly separate and while broad strokes are likely to mostly align, there will be edge cases where they won&#8217;t.<\/em>&#8220;<\/div>\n\t<div class=\"col-12 col-lg-3 text-center\">\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/10\/Al-Iverson.jpeg\" alt=\"Al Iverson\" width=\"125\" height=\"125\" class=\"mt-3 mt-lg-0\">\t<p><strong>Al Iverson<\/strong>\t<br><span class=\"quote-title\">Industry Research and Community Engagement Lead at Valimail<\/span><\/p>\t<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/aliverson\/\" target=\"blank\"><i class=\"fa-brands fa-linkedin\"><\/i><\/a>\t<\/div>\t<\/div>\n<\/div>\n\n<h3><span style=\"font-weight: 400;\">How marketers should view the Promotions Tab<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Among some marketers, there\u2019s a stigma around emails being considered promotional or marketing-y. In reality, if you\u2019re sending an email where you\u2019re <\/span><i><span style=\"font-weight: 400;\">promoting<\/span><\/i><span style=\"font-weight: 400;\"> your brand or product and <\/span><i><span style=\"font-weight: 400;\">marketing<\/span><\/i><span style=\"font-weight: 400;\"> to your audience, that email <\/span><i><span style=\"font-weight: 400;\">is<\/span><\/i><span style=\"font-weight: 400;\"> a promotional email. And as such, your goal should be for it to be delivered to the Promotions Tab.<\/span><\/p>\n<p><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\">Even <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/newsletter-best-practices\" target=\"_blank\" rel=\"noreferrer noopener\"><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\">newsletters<\/span><\/a><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\">\u2014<\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/litmus-news\" target=\"_blank\" rel=\"noreferrer noopener\"><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\">like our Litmus News<\/span><\/a><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\">\u2014 are a promotional vehicle, so it shouldn\u2019t be surprising to you to see those delivered to the Promotions Tab. (Gmail, if you\u2019re reading, a Newsletters Tab in Gmail would be just perfect!)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider the Promotions Tab as an opportunity and challenge for you to create memorable emails that elevate your brand in the inbot so much that your subscribers are not just expecting your emails\u2014but actively hunting for them in the Promotions Tab.<\/span><\/p>\n<p><span lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\">\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-green rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Reach the inbox\u2014not the spam folder<\/p>\n\t\t\t\t<p>70% of emails show at least one spam-related issue that could keep them from the inbox. Don\u2019t let your email be one of them. \n<\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/spam-filter-tests\" class=\"text-white text-decoration-none\">Book a demo<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/blog-cta-email-guardian-07292024.svg\" width=\"210\" height=\"180\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n<\/span><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Discover why Gmail&#8217;s Promotions tab isn&#8217;t the spam folder. Learn how to use it to enhance your email marketing and build stronger customer relationships.<\/p>\n","protected":false},"author":3,"featured_media":99820,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[106,10254,48],"blog_category":[10306],"class_list":["post-5441","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-gmail","tag-preview","tag-spam-filter","blog_category-email-marketing-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Email Marketers Should Navigate the Gmail Promotions Tab - Litmus<\/title>\n<meta name=\"description\" content=\"Learn about the Gmail promotions tab\u2014and other ISP tabs\u2014 so you can work with leading inbox providers rather than against them.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.litmus.com\/blog\/how-to-utilize-gmail-promotions-tab\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Email Marketers Should Navigate the Gmail Promotions Tab\" \/>\n<meta property=\"og:description\" content=\"Learn about the Gmail promotions tab\u2014and other ISP tabs\u2014 so you can work with leading inbox providers rather than against them.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.litmus.com\/blog\/how-to-utilize-gmail-promotions-tab\" \/>\n<meta property=\"og:site_name\" content=\"Litmus\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/litmusapp\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-07T19:59:19+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-07T20:21:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/Promotions-Tab.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1380\" \/>\n\t<meta property=\"og:image:height\" content=\"725\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@litmusapp\" \/>\n<meta name=\"twitter:site\" content=\"@litmusapp\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How Email Marketers Should Navigate the Gmail Promotions Tab - 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