Is your email strategy stuck in the past? Learn why obsessing over the Gmail Primary tab is a waste of time and how to focus on what truly matters: relevant, engaging content.
Are we reliving 2013? It feels like it. While that year isn’t exactly nostalgic, many marketers I’ve spoken to recently are fixated on an old problem: Gmail’s Primary tab.
It’s as if we’ve hit a rewind button. Back in 2013, when Gmail introduced its tabbed system, the email marketing world was sent into a frenzy. The idea of emails being sorted into categories like Primary, Social, Promotions, Updates, and Forums was revolutionary then. Everyone seemed terrified of their emails ending up in the dreaded Promotions tab.
I recall spending countless hours reassuring clients that the sky wasn’t falling. Yet, the plea was constant: “Don’t put me in Promotions; get me to Primary!”
Now, fast forward to today, and the same panic is circulating. Marketers are obsessed with forcing their emails into the Primary tab, believing it’s the holy grail of email deliverability.
But why? Let’s dive into that.
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The Promotions tab is not Death Valley
Let’s clarify: the Promotions tab is likely where you want your commercial emails to appear. When customers navigate to the Promotions tab, they’re often in a mindset to explore products or connect with brands they’re interested in.
Conversely, the Primary inbox is typically reserved for personal and essential communications. Users might even resent sifting through marketing messages in their Primary tab.
I’m puzzled by the recent resurgence of anxiety about the Primary tab. Perhaps a LinkedIn post or Slack message ignited this fear. Marketers seem to equate landing in the Primary tab with guaranteed success.
When I inquire about their concerns, they often cite declining engagement rates and a high percentage of Gmail users as reasons for their worry. While it’s tempting to be blunt, their messages simply aren’t resonating with their audience.
It’s time for bulk email senders to evolve. They must adopt more sophisticated strategies like segmentation and personalization to deliver tailored content that appeals to individual customers, regardless of the email tab.
Unfortunately, many companies prioritize quick fixes over strategic improvements. Successful email marketers know that building strong relationships through relevant content is the key to long-term success, not gaming the system.
3 sustainable ways to get your email seen in Gmail
Using tricks or shortcuts to reach the Primary inbox is not an email strategy but a hack.
So, let’s look at how you can achieve greater sophistication and relevance in your email messages. That’s what will get your email seen and acted on.
Add, update, and modify your segmentation plan
This shouldn’t be a surprise; we’ve been discussing segmentation since well before 2013. Here are two examples:
- Changed engagement: In the past, I frequently traveled, so I eagerly opened airline emails for mileage offers. My travel habits have changed today, but I still engage with airline emails.
- Consistent engagement: I’m a loyal customer of Woot! I open their emails daily, and their dynamic product offerings keep me returning.
These examples highlight the importance of using customer activity data to inform segmentation. While I’m a superfan of certain brands, others might prioritize different products or services. Effective marketers create segments to cater to these diverse preferences.
Segmentation is foundational to successful email marketing. Do you have a robust segmentation plan in place? Does it accurately reflect your customers’ behaviors and preferences? Are you regularly updating and refining your segments?
When building your segments, consider purchase history, purchase frequency, price sensitivity, and engagement levels. Adjust your email frequency and content based on these segments to optimize results.
Remember, segmentation without execution is pointless. Ensure your messaging aligns with your segments to maximize impact.
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Allow customers to opt down
If you’re uncertain about engagement levels—beyond simply relying on open and click rates—consider offering customers an opt-down option instead of a full unsubscribe.
Include choices for altering email frequency or preferences within your unsubscribe flow. This data can provide valuable insights into subscriber preferences beyond traditional metrics. Look for patterns in opt-down selections to understand which content resonates and which doesn’t.
Introducing a new engagement metric, the saving rate can be beneficial. This measures the number of subscribers who modify their preferences rather than unsubscribe entirely.
Make a stronger case for investing in email
I unearthed slides from a few years ago. Surprisingly, only the creative elements required updates; the core strategies remained relevant. This revelation highlights the ongoing challenges facing email marketers. While email is often perceived as a cheap and easy channel, the reality is far more complex. Marketers juggle limited resources and time, prioritizing campaign execution over strategic refinement.
I’ve consistently advocated for demonstrating email’s ROI to secure necessary investments. Incremental improvements, such as developing new segmentation plans or automating tasks, are essential for long-term success.
However, the email landscape is evolving. Recent changes in sender authentication requirements from Google and Yahoo! Mail underscore the need for ongoing adaptation. Anticipate further changes in spam definitions and engagement metrics as AI influences ISP algorithms.
Email marketers must embrace modern strategies and avoid relying on outdated tactics to thrive. The future of email demands a forward-thinking approach.
Also Read: AI Cold Emails: Hit or Miss?
The sustainable path for email
While I might be tempted to take a break, I know I’ll spend the coming year incorporating this advice into my conversations with marketers.
Email marketing is undoubtedly challenging. Nevertheless, the data is clear: email consistently delivers a strong return on investment. We must advocate for its value to secure the necessary resources for email marketing. Engagement rates will decline without adequate support, and concerns about the Primary tab will become secondary to more significant issues.
