Tanya Brody

Copywriter | Marketing & Optimization Consultant | Customer Advocate

How to Make Sure Your Emails Don’t End Up in the Gmail Promotions Tab

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This is the third in a 3-part series on how to get your emails through the spam filter, so they land in your subscribers’ inboxes. The first week was all about the technical aspects of making your emails spam filter friendly. Last week was about how your content affects the spam filters. This week is all about how to avoid having your emails land in the Gmail promotions tab.

The dreaded Gmail promotions tab. Where perfectly good emails go to languish until, by luck, they’re found and read, or not.

This is the last place you want your emails to your subscribers to end up. The open rates for emails in the Gmail promotions tab are dismal.

Fortunately, there are a few ways to avoid the Gmail promotions tab.

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Helping Your Hero Find the Most Awareness Stage of the Buyer’s Journey

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Okay, your hero has discovered they have a problem and have launched themselves on an epic journey to find a solution.

They’ve met their mentor (you) who has given them a gift to help them get a small, quick win along the way.

You’ve urged them to move forward in their buyer’s journey, guiding them through emails that give them more information about how to solve their problem.

Your hero has reached the awareness stage of the buyer’s journey, where they know what is wrong and see that there are available solutions (your products and services.)

Now, your hero needs to put the ideal solution to their problem in their sights and get ready let go of their feelings and fire… I mean buy your product or service.

Yes, that was a Star Wars reference and yes, that is a lot of links. That’s what happens when I write a blog post series.

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Using Your Buyer’s Journey Funnel to Keep Your Hero Moving Forward

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Last week I introduced the concept of the mentor (as you) being the person who gives the hero (your potential customer) a gift.

Now, we move to the next stage in the buyer’s journey funnel, where you, as the mentor, guide the hero, your potential customer, along on their journey to find the solution to their problem.

How do you do this?

Through email.

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The Next Stage of the Buyer’s Journey: Meeting the Mentor (That’s You)

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Last week I talked about the first two stages of the buyer’s journey.

To recap quickly, in the first stage, your buyer is completely unaware they even have a problem. They are blissfully living their life and nothing can seem farther from their mind.

In the second stage, they become what is referred to as “problem aware” by the late, great copywriter, Eugene Schwartz. They know they have a problem but have no idea where to find a solution, or even if one exists.

The next stage of the buyer’s journey is incredibly important because it’s going to introduce your ideal customer to you and your product or service as their solution.

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