Email Marketing 017: Breaking down the Promotions tab with Chris Lang

Email marketers spend a lot of time optimizing their open rates. Getting subscribers to open emails is almost a form of mad science – one that is predicated on first getting your emails seen.

But that's easier said than done. Making sure your subscribers see your emails means staying out of the spam folder, and landing in your subscribers' Primary inbox. And because so many of our subscribers have Gmail accounts, it's important to be aware of how the various inbox tabs (Primary, Social, Promotions) work.

Like Google's SEO algorithm changes, there are some aspects worth paying attention to and testing. To discuss Gmail deliverability trends and results from his many tests with clients, I've recruited consultant Chris Lang to share his unique 10-point list of ways to get your emails read in Gmail's Primary inbox.

Now, for many businesses, being in the Promotions tab might be ideal. The Promotions tab is a place where subscribers go to shop and make purchases, so being listed amongst big brands in a place where you can compete for someone's buying attention might work in your favor. For others, you may be trying to form more of a one-to-one relationship with subscribers, and appearing in the Primary tab is more appropriate for your brand and content.

In this two-part episode, we'll dive into some of the tactics that Chris recommends for each situation. Here's what you'll learn in Part I:

Chris' observations on the Gmail tabs algorithm Chris' recommendations for what days of the week to send, and what to do with disengaged subscribers Why mobile is becoming increasingly important when considering email engagement The first two elements to consider when aiming for the Primary tab

As you listen to this week's podcast, I need to share a word of caution: please don't try to use these tips to manipulate Google. That's called spam, and AWeber hates spam (like, we really despise it). We pride ourselves in our deliverability and commitment to making the internet a better place, and we want you to do the same.

So I encourage you to use the tips Chris shares to help you understand why some of your messages may end up in Promotions or Primary, so that you can better read your data and optimize your campaigns.

Remember the golden rule: Be transparent, and send valuable content that your subscribers want to read and engage with. And of course, email responsibly. :)

As usual, here are a few links referenced in the episode:

Chris Lang A great resource from KissMetrics to learn about UTM parameters

Have a question about email marketing? Leave us a message at aweber.com/podcast.

Be sure to stay tuned for Part II next week!