Many marketers mistakenly view their emails landing in the Promotions tab as a deliverability problem, equating it with being sidelined. However, this tab is a dedicated space for promotional content, not punishment. The article discusses how marketers often progress through emotional stages—denial, anger—when faced with this categorization, highlighting the need for a mindset shift. Effective email marketing should align strategies to fit within the context of the Promotions tab, understanding that it is designed for promotional messages, therefore optimizing their approach is key.
But I get it. Marketers love the Primary tab. It feels like front-row access. When your email ends up elsewhere, it feels like you've been shown the side door or, worse, the back alley.
Denial usually shows up wrapped in excuses... But let's be honest: it's also mass-mailed, not time-sensitive, not personal and often promotional in nature if not in offer.
The Promotions tab isn't a penalty box. It's a purposeful place for marketing messages.
You're not. The email marketing messages you send are being sorted and categorized.
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