Key Points on How to Keep Emails from Going to Promotions Tab
Promotions Tab: A separate inbox section where email providers like Gmail place marketing and promotional messages, often leading them to be overlooked by recipients.
Email Service Providers (ESPs): Platforms like Gmail, Outlook, and Yahoo, that act as gatekeepers, filtering emails based on content, sender history, and user behavior.
Avoid Salesy Language: Avoid words like “discount” or “sale” to prevent the Promotions Tab from triggering.
Limit Images and Links: Use minimal images and links to avoid looking like an ad.
Use a Real Sender Name: Personal sender names (e.g., [email protected]) appear more trustworthy.
Focus on Value: Send helpful content, not just promotions, to increase engagement.
Introduction
Other than the dreaded Spam folder, the Promotions Tab is the last place you want your emails to end up. Imagine Sarah, a busy professional, who glances at her inbox between meetings and sees over 100 new emails—promos, updates, and, buried somewhere, a few important messages she actually wants to read. Like most of us, she skips over anything in her Promotions Tab, assuming it’s less relevant.
The average person receives around 121 business emails daily, and the majority get sent to that Promotions Tab or ignored entirely. If your carefully crafted email regularly lands there, it might never have a chance to be opened, much less clicked on or converted. To avoid getting lost in the shuffle and maximize your impact, it’s essential to know what triggers the Promotions Tab and how to prevent it.
Understanding Email Filtering
To bypass the Promotions tab, we must understand why emails land there in the first place. To do so, we must explore the mechanics of email filtering.
SPs: Consider ESPs (Gmail, Outlook, and Yahoo Mail) as middlemen between your email and your recipient’s inbox. They are like mailroom workers – but only for the digital world – and they package and deliver your emails nicely and neatly to your contact. But, they are also gatekeepers: They can decide to ban your email (disallowing it from even getting into the recipient’s spam folder), send your email to the spam folder (the dreaded folder for emails considered fraudulent, insincere, and spammy), or send it to the Promotions Tab.
When you create an email and click Send, the ESP goes into action and filters your email using ready-made criteria like content, structure, sender history, and user behavior. Here are some common elements that often trigger placement in the Promotions tab:
Why Are Your Emails Landing in the Promotions Tab and How to Ensure They Deliver Into Recipient’s Inbox?
Salesy Language
The apparent reason emails land in the Promotions Tab is salesy language. Using words like “discount,” “sale,” or “limited time offer” is like waving a flag for email providers to label your message as promotional.
Tips: Don’t be over-aggressive: Aggressive marketing fuels salesy content. Customers who like your product will buy – and more often at the total price. Remove salesy keywords: Before sending an email, check for keywords the ESP algorithm might flag. Don’t use exclamation marks in titles and subtitles: Exclamation marks convey urgency and pressure, and ESPs dump messages like that in recipients’ inboxes – where they can manually check themselves when they have the time.
Downsize Images and Links
Emails full of big, colorful images and lots of links tend to get sent straight to Promotions. They look like ads and email filters pick up on that.
Tips: Stick to one or two small images. If possible, don’t use images.Limit links to just one or two. The goal is to keep your email looking simple and honest.
Use a Real Person’s Name as the Sender
“[email protected]” or “[email protected]” sounds robotic and impersonal. People—and email providers—are more likely to trust an email from an actual name.
[email protected] or [email protected] have a personal touch. Even if there isn’t a Brad or Bella in your company, choose a name that is relatable, nice, and has a wider appeal.
Keep Subject Lines Friendly
Subject lines that scream “SALE” or “LIMITED TIME!” tend to end up in Promotions. Instead, use subject lines that sound more like a friend reaching out.
Tips: Instead of “50% OFF This Weekend Only!” try something like “I thought you’d like this.”
Try Conversational Content
ESP algorithms are trained to filter corporate and business emails to the Promotions Tab. Keep your email content conversational, friendly, and concise.
Tips: Address each recipient with a first or last name. For example, “Hey Brad” sounds friendly and familiar, pushing the ESPs’ algorithm to send your emails to the primary box. Don’t oversell: The easiest way to get into the promotions tab is to send salesy emails with multiple links continuously.
Use Less HTML Formatting
Keep the flashy designs and beautiful product images on your website. They may look great, but ESPs may punish you for being too fancy.
Tip: Except it’s necessary; don’t use fancy images in your emails.Try plain text or a clean, simple layout. Avoid big color blocks and buttons that scream “ad.”
Limit Your CTA Buttons and Links
Using a lot of CTA buttons (like “Shop Now” or “Learn More”) is a classic sign of a marketing email. While CTAs are essential, too many buttons can hurt your chances of landing in the primary inbox.
Tip: Instead of a button, try linking text naturally within your email. For example, write, “You can read more here” instead of using a giant “Read Now” button.
Don’t Use the Usual Promo Keywords
Even if your promos and discounts are genuine, you can quickly end up in the promotions tab when you use keywords like “free,” “offer,” “50% off,” or “discount.” These words are commonly associated with sales emails, and email providers will often send these to Promotions by default.
Tip: Use subtler language like “special rate,” “new price,” or “exclusive price.”
Focus on Consistent Engagement
Engagement rates matter. If your emails are regularly opened and read, email providers take it as a sign that people want to see your messages. This can help boost your chances of reaching the primary inbox.
Regularly clean up your email list to remove inactive subscribers so you’re only sending to people who want to hear from you.
Use feedback loops to identify recipients who send your email to spam and remove them from your list.
Craft relevant, engaging, and informative content your audience would love.
Ask Readers to Add You to Their Contacts
One of the simplest ways to avoid the Promotions Tab is to ask subscribers to add your email address to their contacts. This signals to the email provider that you’re a trusted sender.
Tip: Include a quick note in your welcome email asking people to add you to their contacts list and providing easy instructions.
Monitor Your Email Reception
Every audience is different, so try testing what works best for each category. Experiment with subject lines, sender names, and email styles to see which versions reach the primary inbox.
Tip: Test one element at a time, like using a personal sender name vs. a company name, and track the results to find what works.Test messages at a time to determine which message content has the best open, click-through, and reply rate.Tweak your email campaign to reflect the lessons you learned. You cannot always be 100% certain when interacting with an audience, so using tools like Outreach Magic to monitor your campaigns and get better delivery is essential.
Keep an Eye on Your Sender’s Reputation
Your sender’s reputation is like your “credit score” for emails. Email providers are more likely to trust you and place you in the primary inbox if it’s high.
Tip: Use authentication methods like SPF, DKIM, and DMARC to show email providers you’re legit and monitor your sender reputation regularly.Have a consistent emailing schedule.Don’t use spammy language in your emails.Personalize the experience for your recipients. Instead of [email protected], use [email protected] for the sender’s address. Use each recipient’s first or last name.Avoid sending too many salesy emails.Keep your message concise and straight to the point.
Deliver Value, Not Just Promotions
The best way to avoid the Promotions Tab is to send content that your readers find valuable and want to read. If your emails are genuinely helpful, people will engage with them, which tells email providers that your content deserves a spot in the primary inbox.
Tip: Instead of only sending promotional messages, share insights, tips, or resources that your audience can use. The more value you provide, the more likely people will engage with your emails.
Conclusion
Getting into the primary inbox isn’t about one quick trick; it’s about consistently creating personal, valuable, and relevant emails. By focusing on a conversational tone, cutting back on overly promotional elements, and prioritizing your audience’s needs, you’ll be well on your way to bypassing the Promotions Tab and building stronger connections with your readers.
Want to make sure your emails reach the primary inbox every time? With Outreach Magic’s advanced deliverability tools, you can monitor your sender reputation, optimize your campaigns, and keep your messages out of the Promotions Tab. Read our case studies to learn more.
