Email Marketing · Email deliverability

Best Strategies for gmail inbox email deliverability


October 21st, 2014

Since google has introduced their “promotions” and “social” tabs I’ve seen a lot of emails we send users end up there.  After searching online all of the advice is really about telling users to move the email into the inbox. But this seems like a  catch 22 because they aren’t getting your emails about moving them. Has anyone used or seen clever ways to get from promotions to the inbox?

Jessica Alter Entrepreneur & Advisor

October 21st, 2014

Marketo has a good post on this


October 22nd, 2014

Hi Travis -

One way that worked for us, was to register a new sender domain thats related with the original domain, and send a notification to all gmail users to check their promotions/social tab and drag the newsletter email saving the setting. This depends on your email sending structure, do you own a dedicated IP or use a shared ESP.

We saw a 8-10% reactive gmail customers, but it all depends on the quality of your list.

Is not a perfect solution but is a start

Roy Ferman Founder & CEO of Seek Capital, Sales Program Creator, Striving for Operational Excellence

January 2nd, 2018

A lot of email is 'reputation based', this come from a combination of both the IPs and the domains being sent from. A good practice is to 'warm up' the IPs and domains by sending a good amount of non-transactional emails to start with that your lists will find appealing. Don't send generic content, but rather send good quality content that users read. It's also a good practice if you can create content that is appealing for the user to forward, this scores strongly with ISPs.

Remember, the ISPs have teams and resources committed 24/7 to putting emails in the right place- inbox, promotions, junk or blocked. Create your reputation to be desirable. This will serve multiple benefits; 1) Better deliverability; 2) Better engagement with your user base; 3) when you do send transactional emails, you will have a higher trust level, leading to increase open rates, conversion rates etc