Why does your newsletter land in the Promotions tab in Gmail?
For your Gmail subscribers, almost every newsletter or marketing email lands in the Promotions tab, rather than the tab they open first. Because many people check the Promotions tab less actively, you run the risk that your newsletter will be overlooked.
The difference between the Promotions tab and the spam folder
If your newsletter lands in the Promotions tab, this does not mean it is in the spam folder. Your newsletter has been delivered to the mailbox as normal, just in a different tab. If you do find your newsletter in the spam folder, read about why your newsletter ends up in the spam folder.
How Gmail chooses the tab
Gmail automatically sorts incoming emails into tabs such as Primary, Social and Promotions. Algorithms determine which tab it goes to by looking at factors such as the content of the email, the layout, the links used, the sender domain and the recipient’s behaviour. The exact criteria are not public.
You cannot prevent this categorisation. Even if your domain is properly authenticated and, for example, DMARC is set up correctly, your newsletter can still end up under Promotions. This is a choice made by Gmail that Laposta cannot change.
Gmail does things its own way in other areas too: it clips long newsletters and stores your images on its own servers, which is reflected in your opens.
Getting your newsletter into Primary
You have little influence over the tab layout yourself, but your readers do. If they do not want to miss your newsletter, you can ask them to do one of the following:
Dragging the email to Primary usually works best and requires the least effort from your reader. You can explain this with a brief instruction in your newsletter or in your welcome email.