The Gmail Promotions Tab: 10 Years of Email Marketing Misunderstandings

Ten years ago, Gmail introduced inbox tabs, including the infamous Promotions tab. Among marketers, the development caused panic. You see, there were reports that open rates were slipping at Gmail, and marketers blamed the Promotions tab. To combat this shift, many major senders ran campaigns asking their subscribers to re-tab their emails from the Promotions tab to the Primary tab.

Fast forward to today and such requests are exceedingly rare. Most brands recognize—like it or not—tabs are here to stay. Indeed, having been copied by other inbox providers to various degrees, tabbed inbox interfaces are now common and highly accepted by and familiar to consumers.

However, some senders continue to fight against tabs. So, here on the 10-year anniversary of Gmail Tabs, let’s talk about five truths about tabs, as well as some real new concerns.

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