If any of your Subscribers use Gmail, there is a chance that they have the tabbed Inbox set up, which can separate emails based on the Gmail user's engagement, past behavior, and your reputation as a sender.
The first and most important thing to keep in mind is that Gmail users may prefer to use their Inbox this way. Gmail wants to create the best experience for their customers, and that may include sending your emails to the Promotions Inbox. That's not necessarily a reason to get discouraged!
According to a Return Path survey, read rates remained mostly unchanged in the Promotions tab, and were even more likely to be diverted to Spam. Also, the tabbed Inbox is optional, and many users may not have it enabled.
Always Working to Improve
The second thing to keep in mind is this: as much as we would like to, we can't guarantee your email will land in the Primary Inbox. There are so many factors at play, like Subscriber behavior, your domain reputation, Gmail's ever changing algorithm, and so on.
But we can take steps to improve your chances!
- Set up a custom sending domain: Using a custom email sending domain with ConvertKit
- Run a reengagement campaign to your cold Subscribers, to keep your list really clean: How to prune cold subscribers from your list
- Run your list through a list cleaning service, like Never Bounce to remove any bad email addresses. Your list may be cleaned out in the Cold Subscribers first, but if you want to be extra thorough, this is a great resource!
- Improve your content for deliverability purposes. Check out our blog post on Spam filters and best practices when it comes to making sure your emails get delivered to your Subscribers: How to beat the spam filters at their own game