What is a Promotions Tab?
A promotions tab is a classification among the email service provider Gmail where indicated emails are segmented into the promotions category instead of a recipients primary inbox. The idea behind a promotions tab is to optimize the space on a user’s inbox by keeping it uncluttered and to maintain a higher level of email organization. The emails that are pushed under the promotions tab are typically related to email campaigns that promote offers, coupons and deals. While it may be discouraging for email marketers to continue to push their campaigns in fear that their emails are automatically sent to an undesired tab, there are ways to intentionally have email campaigns appear or not appear under a user’s promotions tab.
How Do Emails Become Categorized Under the Promotions Tab?
Email marketers must be aware of the ways in which their email campaigns can end up under the promotions tab. For example, Gmail has a few hundred indicators that scan the email content before delivering the email into the recipients inbox. These indicators assess the information, language, and code of the email to better understand how their users can best use their service in an efficient manner. While it would be beneficial to closely study what the indicators specifically look for, it’s more important that email marketers simply adapt the awareness and improve their campaigns to closely relate to their subscribers.
How to Avoid the Promotions Tab
Email marketers may not want their email campaigns to be classified under the promotions tab and thus may become discouraged if their emails are not arriving in the preferred place. In order to have email campaigns remain in the recipients primary inbox, here are some points to consider:
- Greet subscribers by name instead of writing a generic and non-specific greeting.
- Avoid promotional jargon in the body content of the email. Instead create written content to reflect a conversational tone.
- Email body content should remain short and concise in length.
- Avoid including an excessive amount of images.
- Decrease number of links in email body down to just one.
Aside from considering these points when creating email campaigns, marketers may not know that subscribers can also assist in moving email campaigns to their primary inbox. With specified call to actions, email marketers can notify subscribers that they can save the “From” email address to their contacts in order to have the emails be sent to their primary inbox. Another point to note is that not all Gmail users have the tabs setup in their inboxes as they may have disabled these tabs which would dismiss the system entirely.
Benefits of a Creating Email Campaigns for the Promotions Tab
With an indicated space for promotional related content to be present under this distinct tab, subscribers can leverage these promotional campaigns for their online shopping preferences. Recipients may not check the promotions tab as frequently as their primary inbox, however the purpose of the promotions tab is to find the opportunities that the subscriber is interested in due to their initial behavior of providing their email address.