What is the Promotions tab?
The Gmail Promotions tab is a standard placement for marketing messages and can support strong engagement when used effectively. Sending relevant content, maintaining good deliverability practices, and understanding subscriber behavior can help improve performance in this inbox category.
When a Gmail user has the tabbed inbox enabled, Gmail may sort messages into five categories:
Primary
Social
Updates
Forums
Promotions
The Promotions tab includes marketing content such as:
Newsletters
Discounts
Sales announcements
Product updates,
Other commercial offers.
Gmail identifies this tab as the place for “deals, offers, newsletters, and other call to action emails.”
Emails in the Promotions tab are not marked as spam. These messages are still delivered to the inbox, but Gmail places them into a category that helps users manage marketing content.
Why emails appear in the Promotions tab
Gmail uses automated machine learning systems to determine where each message belongs. Several factors may influence tab placement:
At this time, there is no guaranteed way to force a promotional message into the Primary tab.
Is the Promotions tab harmful?
Not necessarily. Gmail users still receive your email in their inbox, and many users check the Promotions tab regularly.
Research shows that:
About 79.7 percent of Gmail users with tabs enabled check the Promotions tab weekly
Users who browse the Promotions tab may also be in a shopping mindset and more open to commercial messages.
How to optimize for the Promotions tab
Use a clear sender name
Focus on valuable and relevant content
Create content that is helpful, well-designed, and timed appropriately to encourage engagement.
Monitor subscriber actions
If subscribers frequently move your messages to the Primary tab, Gmail may adjust placement based on that behavior.
Consider using Gmail annotations
Annotations can display product images, discount codes, ratings, and other promotional details within the inbox preview.
How to improve deliverability
To improve overall deliverability, consider the following:
Authenticate your sending domain with SPF, DKIM, and DMARC
Segment your list to send relevant content to engaged subscribersAvoid attempts to disguise promotional emails as personal messages
Encourage subscribers to add your email address to their contacts if they want messages in the Primary tab
Monitor open rates, click rates, and other key metrics to identify performance changes
Frequently asked questions
Will my emails get fewer opens in the Promotions tab?
Not always. Many Gmail users check the Promotions tab regularly, and some data suggests they may be more likely to take action on promotional content.
Can I force Gmail to place my emails in the Primary tab?
No. Gmail determines placement automatically for each user. You can recommend moving your messages manually, but you cannot control the tab Gmail selects.
Is the Promotions tab the same as spam?
No. The Promotions tab is part of the inbox. Spam is separate and contains unwanted or harmful messages.