For many Gmail users, your inbox is separated into sections like Primary, Promotions, Updates, and Social. This setup helps sort your emails, so you can find what matters most—like a message from a client—without being distracted by a store promo.
Google introduced this change back in 2013 to help reduce spam and boost open rates for emails that are truly important. But sometimes, an email ends up in the wrong tab—and that can be frustrating.
You can choose how many (or how few) tabs you want in your inbox. Gmail automatically adjusts its filtering based on what you select and how you interact with your emails.
What is the Promotions Tab?
The Promotions tab is where Gmail sends mass emails—like newsletters, marketing updates, sales, and more. If someone is using Gmail’s tabbed inbox, they might still check this tab regularly to catch up on deals, updates, or messages from their favorite businesses.
But what if I don’t want my email to land there?
Unfortunately, as a sender, you don’t get to decide which inbox your email lands in. But there are some things your subscribers can do to help your emails show up in their Primary tab—or even disable tabs altogether.
How can I show up in someone’s Primary inbox?
Ask your subscribers to drag your email from the Promotions tab to the Primary tab. Once they do this, Gmail will ask if they want future emails from you to always go to Primary. That one action makes a big difference!
Also, encourage them to add your email address to their contacts list. This tells Gmail your messages are important and helps keep them in the Primary inbox.
Want to get rid of Gmail tabs altogether?
Here’s how your subscribers can turn off Gmail tabs:
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Open Gmail and click the gear icon in the top right.
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Choose See all settings.
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Go to the Inbox tab.
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In the “Inbox type” section, select Default (or another option if you want no tabs).
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In the “Categories” section, uncheck the tabs you don’t want (like Promotions or Social).
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Scroll down and click Save Changes.
Easy!
As a sender, what else can I do?
Here are a few tips to improve inbox placement:
- Ask subscribers to add your "From" email to their contacts.
For example, PhotoBiz Marketing emails come from an address like: yourname@mailbiz1.photobiz.com.
- Personalize your emails.
Use the recipient’s name if possible—it can help make your email feel less like a promo and more like a personal message.
- Write smart subject lines.
Avoid using all caps or overly salesy language (like “FREE!!!” or “ACT NOW!”).
- Proofread.
Spelling or grammar issues can look spammy to email filters.
- Make your emails engaging.
Even if it lands in Promotions, a well-crafted email will still get opened.
Remember: Landing in the Promotions tab isn’t always bad! Many Gmail users expect marketing messages to show up there—and they check that tab when they’re ready to shop or catch up on news.
Want to dive deeper into sending better emails? Check out our Email Marketing Guide.
