Deliverability Defined

Email service providers are committed to providing their users with the best possible experience, increased security and safety measures may come at the expense of content creators’ success. A content creator’s biggest fear may be their emails landing in the spam folder, but emails landing in the promotions tab is also a major worry.

The promotions tab is determined by Gmail’s ever-changing and unpredictable algorithm. While these messages are not technically labeled as spam, they imply to your audience that there is promotional or advertising content inside. While the promotions tab is meant to organize users’ inboxes, creators fear that it might tarnish their engagement and the audience relationships they’ve worked so hard to build.

In this episode, Alyssa and Melissa discuss what the promotions tab is and how to avoid it, why you shouldn’t try to beat the algorithm, and what you should focus on instead to improve your deliverability metrics. 

[14:55] - ​​“Senders can underestimate the effectiveness of just being honest with your subscribers.” ~ @mel_lambert_ 

[19:43] - “The primary promotions tab placement algorithm isn't a human.”  ~ @alyssa_dulin

[27:19] - “Focus on what you can control and do not lose sleep over where your email is placed.” ~ @alyssa_dulin

It's now free to use ConvertKit with an audience of 1,000 subscribers or less! Start building your audience and reaching their inboxes: convertkit.com/pricing.