Your emails are most likely ending up in the promotions tab of Gmail accounts. This means that your emails get delivered to a location with masses of other promotional emails, which can lower the opening rates of your emails.

Be ahead of the game

Google uses a smart algorithm that determines whether the email is a marketing email or not. Although email personalization can help increase your chances of not landing in the promotions tab, it’s not a bulletproof strategy. This is because Google’s algorithm takes into account multiple different factors, such as the words used in the email, the HTML code, the IP address of the sender, the presence of an unsubscribe link, the number of external links, the number of photos used, etc.


In the end, your best chance at getting your email messages to land in the Primary tab is to always ask your subscribers. Ask them to move your emails to the Primary tab. Don’t be afraid to ask. After all, they chose to subscribe because they want to receive newsletters from you.

Extra tip

Extra tip: You can also make the process easier for them by including step-by-step instructions. To move an email from the “Promotions” tab to the “Primary” tab, do the following:


  • Go to your settings tab in Gmail
  • Click on “Filters” and “Create a new filter”
  • Insert the email address(es) you want to move
  • Click “Create filter with this search”
  • Select the “Categorize as” option and choose “Personal”