Edition #26: Why you should stop caring about Gmail tabs

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• Keynote Speakers: Nicole Kidman, Amy Porterfield & more!

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Hello email aficionados, 

As usual, we're sharing the most valuable reads to make email marketing successful:

• Whether your emails land in Primary or Promotions, does it really matter?

• A practical breakdown of how to craft high-performing emails

• A teardown of Graza’s playful, personality-driven campaign

📧 Stop worrying about Gmail tabs

Consumers know exactly how tabs work. They know how to move emails from one tab to another.

And yes—they do check their Promotions tab. (They even check their spam folder more often than most people think.)

Here’s the kicker:

👉 Being in the Primary tab doesn’t magically improve performance. The only consistent lift I’ve seen over the years is in opens. Down-funnel actions — clicks, conversions, revenue — remain pretty much the same.

The truth is, “tab placement” is one of those marketing myths that got repeated enough times to sound like gospel. But tabs are still the inbox.

In fact, Gmail’s tab placement has been glitchy for years. Worrying about it is wasted energy.

Instead:
Focus on relevance.

Gmail doesn’t “decide” if your message matters — your subscribers do. The more consistently your content aligns with what they’ve shown interest in (through clicks, behavior, or past purchases), the more engagement you’ll earn… regardless of which tab you land in.

Deliver real value in emails.

Give people a reason to look forward to your next email. If you removed your logo and sender name, would they still recognize your style? That’s the mark of consistent, valuable communication.

Make the user experience seamless.

From subject line to CTA, remove friction everywhere. Emails should load fast, scan easily, and guide the eye without confusion. Every extra step, scroll, or cognitive jump is a potential exit point.

Do that, and the things that truly matter—engagement, retention, revenue—will follow.

🗃️ From the article vault

How To Write Effective Emails, For Every Type of Business

Most people think writing a good email is about clever copy. It’s not. It’s about rhythm—knowing when to lean in, when to pull back, and when to stop talking altogether.

This blog breaks that rhythm down for you. You’ll learn how to write emails that feel good to read and drive the right actions.

You’ll get templates and examples for eCommerce (welcome, sales, cart, post-purchase), SaaS (onboarding, retention, upgrades), and Thought Leaders (welcome sequence, weekly sends).

📫️ From the inbox

This is an email from Graza, a playful olive oil brand, inviting subscribers to join their SMS list. It blends humor, brand personality, and curiosity to drive text sign-ups rather than direct sales.

Here's what we liked in this email:

• Playful, human copy: Feels like a text from a friend, not a brand — “So You Wanna Be Besties??” and “Let’s Text” build instant connection and personality.

• Benefit-led bullets: Instead of dry incentives, it sells fun — “Giggle a lot,” “Unlock super secret discounts” — emotional over transactional.

• Bold visual hierarchy: Big headline, soft middle section, bright CTA — the eye flows naturally from top to action.

• High-contrast color palette: Lime green and blush pink grab attention, create energy, and feel unmistakably on-brand.

• Conversational CTAs: “Let’s Text” and “Get In On It” feel like a continuation of the voice — low friction and high click appeal.

• Curiosity-driven conversion: Teases (“Here’s a hint 👀”) and small surprises (dog photos, emojis) keep readers scrolling and tapping.

👀 Worth the read & a watch

• Gmail Tabs for Marketers: How to Stay Visible in 2025

• The Rules for Newsletter Growth Have Changed. Here’s What Works Right Now.

Best,
Alec

P.S. Have a topic you’d like us to cover in the next edition? Reply to this email and let us know! We're always eager to address.