Gmail Promotions tab freakout number 2 commencing in 3 … 2 …1 …
Google announced updates to Gmail that will impact how promotional emails are displayed and organized, and likely the anxiety level of email marketers everywhere. These changes, rolling out in the coming weeks, represent a shift toward more personalized email experiences that email marketers need to understand and prepare for.
Here’s a breakdown of what’s changing and the implications for email marketers.
Gmail’s New “Purchases” View
Gmail is introducing a dedicated "Purchases" view that consolidates all purchase and delivery-related emails into a single, organized view. This new section will appear in Gmail's left navigation menu and provide users with a streamlined way to track their orders and deliveries.
The purchase tracking feature will continue to surface packages arriving within 24 hours at the top of the primary inbox, but now users can also access a comprehensive view of all their purchase-related communications in one place. This update is currently rolling out to personal Google accounts on both mobile and web platforms.
My question: How will cart abandonment emails factor into this new view? If they fall into purchases, this could be a bad thing for email marketers.
TL;DR for Gmail’s new Purchases view.
All your purchase and delivery notifications (purchase confirmations, shipping updates, etc.) will now be consolidated in one place, rather than scattered across the inbox.
Gmail will still show packages arriving within 24 hours in the primary inbox and include a summary card in the original purchase email.
This view is rolling out to both mobile and web for personal Google accounts.
Promotions Tab: Now Sorted by Relevance
The most significant is the update to Gmail's Promotions tab (which, BTW, IS still the inbox). Instead of displaying emails chronologically by most recent, Gmail will now default to sorting these emails by "most relevant."
This relevance-based sorting will prioritize emails from senders and brands that users engage with most frequently. Gmail's algorithm will determine relevance based on user interaction patterns, meaning brands with higher engagement rates are more likely to appear prominently in the Promotions tab.
TL;DR for Gmail’s new Most Relevant Promotions sorting.
Gmail will attempt to prioritize senders or brands that users engage with most often.
Users who prefer the traditional chronological view can choose to sort by “most recent” instead.
The update is rolling out over the coming weeks for mobile users with personal Gmail accounts.
For marketers, the shift from recency to relevance means that engagement will be even more critical. Emails that fail to engage risk being further buried.
Promotions Tab: promotional nudges
Gmail is also adding "nudges" to highlight timely offers and deals. These nudges will appear as cards at the top of the Promotions tab, featuring promotions that Gmail determines are time-sensitive or particularly relevant to the user.
The nudges represent a new way for promotional content to gain visibility, potentially surfacing deals that might otherwise get buried in a crowded inbox.
TL;DR for Gmail’s Promotional Nudges.
Gmail will introduce “nudges” — visual cues highlighting timely deals or offers so users are less likely to miss them.
At the top of the Promotions tab, a “Top deals for you” card will show prominently.
What Email Marketers Need to Know About the Gmail Changes
1. Engagement is important
Because Gmail is now factoring “relevance” (based largely on user behavior), you’ll want to focus on driving opens, clicks, and interactions. A low-engagement newsletter may struggle to stay visible in the Promotions tab. This leads to number 2.
2. Segmentation Strategy Should Evolve
Since Gmail will surface emails from brands users interact with most, maintaining engaged subscriber lists becomes crucial. Regular list cleaning and segmentation based on engagement levels will be more important than ever.
3. Senders with Strong User Interaction May Be Favored
Brands already having solid open-rates and click-throughs may benefit even more from these changes. Brands with low engagement metrics may very well see the opposite effect and be further cast into oblivion.
4. Timeliness and Deal Highlighting Matter
With Gmail introducing nudges and highlighting top deals, promotions that are timely, such as flash sales, last-chance reminders, and limited-time offers, may get more visibility. Could we see a rise in flash sales in an attempt to game the system? I don’t know, but I would definitely test out both campaigns and “limited time” subject lines for automated emails, such as cart and product abandonment.
5. Email messages Should Be Actionable
Use clear subject lines, strong CTAs, and content focused on value to help your email stand out in a relevance-sorted environment. This is nothing new, but you know, we still need to remind people to hyperlink their images, so it needs to be said.
6. Monitor Metrics and messages closely
Watch how open rates, deliveries, and spam complaints shift after the rollout. Adjust your send cadence, subject lines, and content based on performance changes. I would also have you and your colleagues test your messages to see where they land. Focus on all automated messages as well as those with different phrases in the subject line. Some phrases to watch are “flash sale,” “ending soon,” “limited time,” and “about to expire.”
7. Don’t Ignore the “Most Recent” Option
Recognizing that not all users may prefer the new system, users can opt to return to the traditional "most recent" sorting method if they prefer the chronological approach over relevance-based organization. This flexibility means email marketers will need to account for users who may experience their emails differently depending on their chosen sorting preference.
Even if users do switch back, relevance-based is the new standard. Market accordingly.
8. RELAX
When Gmail introduced the Promotions tab, brands, including many of my clients, freaked out. It was the end of email, they’d tell me. Turns out, it was a good thing. This is no different.
Frankie says relax (Friends reference). Aaron Rodgers says, “R-E-L-A-X.” (football reference). I say, “calm down (me reference). No matter who you choose to listen to, don’t sweat it. Changes is inevitable, and the changes people freak out the most about are the ones that often make for better email marketers.
It’s easy: send relevant emails to an engaged audience and you’ll have nothing to worry about. Spam people and avoid cleaning your list, and you will.