Guides
Why Are My E-commerce Emails Always Landing in the Promotions Tab and How Do I Fix It?
Author :
MailMend Team
December 17, 2025
86.86% of e-commerce emails land in Gmail's Promotions tab—burying your campaigns where subscribers rarely look. For DTC and e-commerce brands, this placement issue translates directly to lost revenue. The solution isn't changing your email content or rewriting subject lines—it's understanding how Gmail's algorithm works and implementing the right technical fixes. Mailmend offers a code-based approach that moves campaigns from Promotions to Primary without requiring any content changes.
Key Takeaways
A 2025 Gmail update shifted Promotions tab sorting from chronological to "Most Relevant", prioritizing emails based on engagement signals
1 in 6 marketing emails never reaches the inbox at all, making deliverability a critical revenue driver
Technical authentication (SPF, DKIM, DMARC) is mandatory for bulk senders sending 5,000+ daily emails to Gmail
Traditional deliverability fixes require 3-4 weeks of domain warming and ongoing content optimization
E-commerce brands using Mailmend report 50-100% increases in email revenue with results visible within 24 hours
Email marketing delivers an average $36-$68 ROI per dollar spent for e-commerce—making inbox placement a high-stakes priority
Understanding Gmail's Promotions Tab: How The Algorithm Works
Gmail uses machine learning algorithms to automatically categorize incoming emails into tabs: Primary, Social, Promotions, Updates, and Forums. For e-commerce brands, understanding these classification signals is the first step toward fixing deliverability issues.
What Triggers Promotional Classification
Gmail's algorithm evaluates multiple factors to determine where your email lands:
Sender identification: Emails sent through ESPs (like Klaviyo) carry bulk-sending patterns that signal promotional intent
Email structure: HTML-heavy templates with multiple images, buttons, and links appear more promotional than text-based messages
Content signals: Promotional language, discount codes, and product imagery trigger classification
Engagement history: How recipients have previously interacted with your emails and similar senders
Authentication status: Properly authenticated domains with SPF, DKIM, and DMARC demonstrate sender legitimacy
The 2025 Algorithm Shift
In 2025, Gmail implemented a significant change: the Promotions tab now sorts by "Most Relevant" instead of "Most Recent." This means emails from brands with higher engagement rates rise to the top, while low-engagement senders get buried—regardless of when they sent.
This shift creates a competitive environment where engagement signals trump timing. Brands that recipients actually open and click see their emails surfaced prominently, while those with declining engagement face diminishing visibility.
Common Reasons Your E-commerce Emails Land in Promotions
Even with proper authentication, several factors push e-commerce emails into the Promotions tab.
Technical Infrastructure Issues
Shared sending domains: Using your ESP's default domain instead of a branded sending domain blends your reputation with thousands of other senders
Missing authentication: Emails without SPF, DKIM, and DMARC records fail to establish legitimacy
Cold domains: Sending high volumes from a new or inactive domain without proper warming triggers spam filters
Content and Design Patterns
High image-to-text ratio: Emails that are primarily images with minimal text signal promotional content to Gmail
Link density: Multiple CTAs and trackable links throughout your email increase promotional scoring
HTML complexity: Heavy template design with nested tables and styling signals bulk marketing
Engagement Decay
List hygiene neglect: Sending to subscribers who haven't clicked in 90+ days damages sender reputation
Over-sending: Email fatigue causes declining open rates, which signals Gmail to deprioritize your messages
Ignoring bounces: Hard bounces that aren't suppressed hurt domain reputation over time
The Impact of Promotions Tab Placement on E-commerce Revenue
The financial consequences of Promotions tab placement extend far beyond vanity metrics.
Direct Revenue Loss
Primary inbox placement consistently outperforms Promotions tab placement:
Open rates in the Primary tab (30-60%) are significantly higher than in the Promotions tab (10-25%)
Click-through rates show similar gaps, directly impacting conversion opportunities
With 1 in 6 emails failing to reach the inbox entirely, brands lose significant touchpoints with customers
Compounding Effects
Poor deliverability creates a downward spiral:
Low engagement rates signal Gmail to deprioritize future emails
Reduced visibility leads to fewer opens, which further damages sender reputation
Over time, emails may shift from Promotions to spam folders entirely
For e-commerce brands where email represents a significant revenue channel, even marginal improvements in inbox placement translate to meaningful revenue gains.
Traditional Strategies for Improving Email Deliverability (And Their Limitations)
Standard deliverability advice focuses on technical setup and content optimization—but these approaches have significant drawbacks for e-commerce brands.
Technical Foundation Requirements
Every e-commerce sender needs proper authentication:
Branded sending domain: Set up a subdomain (like mail.yourbrand.com) with proper DNS records
SPF and DKIM: These protocols verify that emails actually come from your domain
DMARC policy: Required for bulk senders sending 5,000+ daily emails to Gmail/Yahoo
Domain Warming Process
New sending domains require gradual volume increases over 14-21 days:
Day 1-3: Send to 100-500 highly engaged subscribers only
Day 4-7: Double volume every 2-3 days if metrics stay healthy
Day 8-21: Gradually expand to moderately engaged segments
Content Optimization Tactics
Traditional advice includes:
Reducing image-to-text ratio to 40:60
Limiting links to 2-3 per email
Removing excessive punctuation and ALL CAPS
Adding personalization beyond first names
Using plain-text versions alongside HTML
Why Traditional Fixes Fall Short
These strategies have critical limitations:
Time-intensive: Full implementation requires 3-4 weeks minimum
No guarantees: Marketing emails are designed to be promotional—Gmail knows this
Requires ongoing effort: Content optimization is perpetual, not a one-time fix
Can compromise brand: Stripping promotional elements may hurt conversion rates
Introducing Mailmend: The Code-Based Solution for Primary Inbox Placement
Mailmend takes a fundamentally different approach to inbox placement. Instead of requiring content changes or lengthy warming periods, Mailmend uses proprietary AI and custom code to move emails from Promotions to Primary.
How Mailmend's Technology Works
The platform operates through a three-step process:
Testing: Sends client emails to rotating test inboxes to determine current placement
Analysis: Uses AI to analyze the "promotional threshold"—the factors Gmail uses to categorize emails
Code generation: Creates account-specific custom code that counteracts promotional classification signals
This code integrates directly into Klaviyo email templates through drag-and-drop implementation, requiring less than 5 minutes for setup.
Zero Content Changes Required
Unlike traditional deliverability consulting, Mailmend requires:
No copywriting adjustments
No design modifications
No technical infrastructure overhauls
No changes to sending frequency or strategy
Brands maintain their existing email marketing workflows while gaining Primary inbox placement.
How Mailmend Guarantees Primary Inbox Delivery and Revenue Lift
Mailmend's value proposition centers on immediate, measurable revenue impact.
Day 1 Results
Unlike domain warming approaches that take weeks, Mailmend delivers results within 24 hours of implementation. Brands can immediately A/B test emails with and without Mailmend code to measure exact performance lift.
Revenue Satisfaction Guarantee
Mailmend operates on a partnership model where customer success directly correlates with their business model. The company offers revenue satisfaction guarantees, reducing risk for brands testing the platform.
Built-In Testing Capabilities
Through Klaviyo's native A/B testing functionality, brands can measure:
Open rate differences between Primary and Promotions placement
Click-through rate variance
Revenue attribution to each variant
Overall email marketing ROI improvement
This testing capability provides transparent performance validation from day one.
Implementing Mailmend: A Quick-Start Guide for Klaviyo Users
Mailmend integrates exclusively with Klaviyo, the dominant ESP for e-commerce brands.
Booking Your Demo and Qualification
The implementation process begins with a demo call:
Decision-makers must be present to qualify for trial access
Mailmend's team analyzes current deliverability issues
Custom code is generated specifically for your Klaviyo account
The 5-Minute Implementation Process
Once qualified, setup is straightforward:
Receive custom code: Generated specifically for your account based on AI analysis
Add to templates: Drag-and-drop integration into Klaviyo email templates
Enable testing: Set up A/B tests to measure performance difference
Launch: Begin sending with Mailmend code active
Each client receives a dedicated 1-to-1 representative who manages implementation and ongoing optimization.
Real-World Impact: E-commerce Brands Driving Revenue with Mailmend
Documented case studies demonstrate consistent results across consumer product categories.
Performance Benchmarks
Dr. Squatch (Personal Care)
112% email revenue increase
42% open rate increase
67% click-through rate increase
Results within 24 hours
StickerYou (Custom Products)
20% open rate increase on Day 1 (growing to 100% by month one)
64% open rate increase
43% CTR increase
Ministry of Supply (Apparel)
27% open rate increase
30% CTR increase
Results within one business day
Larsson & Jennings (Watches)
82% open rate increase
51% CTR increase
Credited with "saving their Black Friday" after deliverability issues
Amberjack (Footwear)
54% open rate increase
71% CTR increase
Clevr Blends (Beverage)
21% open rate increase
63% CTR increase
Primary Use Cases
Mailmend specifically targets:
Black Friday/Cyber Monday preparation
New product launches
Seasonal sales campaigns
General retention marketing
Brands experiencing declining engagement metrics
Comparing Deliverability Solutions: Why Mailmend Stands Out
The deliverability solutions market includes several approaches, each with distinct trade-offs.
Traditional Deliverability Consulting
Approach: Comprehensive strategy overhaul including content changes, list management, and technical setup
Limitations:
Requires weeks or months of implementation
Demands ongoing content modifications
Results are gradual, not immediate
Often requires significant workflow changes
ESP Native Tools
Approach: Built-in deliverability features within platforms like Klaviyo
Limitations:
Cannot override Gmail's promotional classification
Focus on authentication and list hygiene rather than tab placement
Results depend on traditional optimization tactics
Mailmend's Differentiated Approach
Key advantages:
Immediate results: Day 1 visibility versus 3-4 week warming periods
Zero changes required: Maintains existing content, design, and sending strategy
Measurable ROI: A/B testing proves exact revenue lift
Klaviyo-specific: Purpose-built for the dominant e-commerce ESP
Partnership model: Revenue guarantees align incentives with client success
For brands where email represents a significant revenue channel, the ROI calculation is straightforward: if a 50% revenue increase exceeds the tool's annual cost, testing Mailmend makes business sense.
Why Mailmend Is Worth Checking Out for E-commerce Brands
For e-commerce brands struggling with Promotions tab placement, Mailmend addresses the core problem that traditional fixes cannot solve: Gmail's algorithmic classification of marketing emails.
The Mailmend Advantage
Speed: While proper authentication and domain warming remain important for overall deliverability, they take 3-4 weeks minimum and don't guarantee Primary placement. Mailmend delivers measurable results within 24 hours.
Simplicity: The 5-minute drag-and-drop implementation eliminates the complexity of traditional deliverability projects. No DNS changes, no content rewrites, no workflow disruptions.
Proof: Built-in A/B testing through Klaviyo lets brands measure exact performance differences. You see the revenue lift in your own analytics, not just case study claims.
Partnership: With dedicated representatives and revenue satisfaction guarantees, Mailmend's success is tied directly to client outcomes.
Who Benefits Most
Mailmend serves seven-to-eight-figure e-commerce brands across categories including personal care, apparel, home goods, food & beverage, and lifestyle products. The platform works best for brands that:
Use Klaviyo as their email service provider
Send substantial campaign volume (50K+ monthly emails)
Have seen declining open rates or revenue from email
Need results before major sales events like Black Friday
Getting Started
Brands can contact Mailmend to book a demo with decision-makers present. The team analyzes current deliverability, implements custom code, and enables immediate testing—all within the first week.
For agencies managing multiple e-commerce clients, Mailmend partnerships provide enhanced deliverability capabilities that improve client satisfaction and measurable results.
Frequently Asked Questions
What is the Gmail Promotions tab and why do my e-commerce emails go there?
The Promotions tab is Gmail's automatic categorization for marketing and promotional content. Gmail uses machine learning to identify bulk-sent, HTML-heavy emails with promotional signals like discount codes, product images, and multiple CTAs. E-commerce emails trigger these signals by design—they're meant to sell products. As of 2025, 86.86% of e-commerce emails land in the Promotions tab, making it the default destination for marketing messages regardless of content optimization efforts.
How quickly can I expect to see results from improving my email inbox placement?
Traditional deliverability improvements—authentication setup, domain warming, content optimization—require 3-4 weeks minimum before showing meaningful results. Mailmend's code-based approach delivers measurable improvements within 24 hours of implementation. Brands can immediately A/B test emails with and without the Mailmend code to see exact performance differences in their Klaviyo analytics.
Does Mailmend require me to change my email content or marketing strategy?
No. Mailmend's technology works at the code level, not the content level. You maintain your existing email templates, copy, images, and sending frequency. The custom code integrates through drag-and-drop into Klaviyo templates without requiring any modifications to your creative assets or marketing workflows.
Is Mailmend compatible with my current email marketing platform?
Mailmend integrates exclusively with Klaviyo, the dominant ESP for e-commerce brands. If you're using Mailchimp, Constant Contact, or other platforms, Mailmend is not currently compatible. The deep Klaviyo integration enables native A/B testing, analytics tracking, and seamless implementation within your existing workflows.
What kind of e-commerce brands benefit most from Mailmend's service?
Mailmend serves seven-to-eight-figure DTC and e-commerce brands using Klaviyo. The platform works best for brands sending 50,000+ emails monthly who have experienced declining open rates, click-through rates, or email revenue. Case studies span personal care, apparel, home goods, beverage, and footwear categories—essentially any consumer product brand where email represents a significant revenue channel.
