How do I avoid the "Promotions" tab in Gmail?

We know you want every newsletter email you send to be opened and read by all of your subscribers. Emails that show up in the "Primary" tab in Gmail are much more likely to be read than ones that get delivered to secondary tabs, like the "Promotions" tab.

The "Promotions" tab is not the enemy. It is your subscribers' friend. By filtering low-value or sales-focused emails into the "Promotions" tab, Gmail is making an effort to make reading email better.

It's your job to make your newsletter into something your subscribers really want to read. You can help your email show up in the right place by using the same best practices you use to make sure it doesn't end up in the spam folder:

• Avoid using too many links or images. These give the impression that the email is low-quality or used solely for directing readers elsewhere.
• Send emails that are a readable length. They should not be too short or too long. 500 to 750 words is a pretty good range.
• Remove subscribers that aren't opening or interacting with your content. Gmail and other email clients care a lot about how often readers click, open, and reply to emails. The more interaction an email gets, the more likely it is that it's a legitimate email the subscriber wants to read.

Unfortunately, there is not a foolproof method that guarantees your newsletter will always appear in the "Primary" tab. There isn't one: Gmail's categorization schemes are deliberately vague. The best way to land in your subscribers' "Primary" inbox is to produce great content.

You can read more about avoiding the Promotions tab on SalesHandy.