A couple of weeks ago, I received this email from one of my lovely newsletter subscribers 👇

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So today, I’m myth busting!

I’m not going to look into this because I’m totally fine with my emails landing in your promotions tab.

Wanna know why?

Because my emails are promo emails!

Instead of trying to trick the deliverability system, I appreciate it.

Respect it, even.

Promotional emails should land in the promo tab – not the primary inbox.

If you ask me, there’s a bit of a misplaced obsession with trying to get newsletters and sales emails in the primary inbox tab.

And this misplaced obsession stems from the (incorrect) belief that the promo tab is the same as the spam folder.

They’re not the same.

The promo tab is the promo tab – and it’s a legitimate part of the inbox.

The spam folder is the spam folder.

We don’t want to be in the spam folder – ever.

But if we’re sending promotional emails (business newsletters count as promos!), we deserve to be in the promo tab.

If the newsletters I’m signed up to ever land in my primary tab, it annoys me because it should not be there and that misplacement is causing chaos in my inbox.

I actively move those newsletters from the primary tab and into the promo tab – where they belong.

So…spam folder = not good!

Promo tab = the natural home for business owners and creators who send newsletters!

If you’re worried about your subscribers not reading your emails…don’t focus your energy on the promo tab vs primary tab stand off.

Focus on improving the quality of your newsletter content so subscribers see your emails in the promo tab and want to open them – no matter how many other promo emails are trying their best to drown them out.

Myth-busting complete 🥳

Eman

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