Ask the Experts: Promotional Tab vs. Primary Tab



For 2021, Webbula launched a video series where we sit down with email industry experts to discuss various topics within the email marketing world. 

Each month, Webbula introduces a new lineup of email experts with a new topic. Thank you to every email expert who participated in this video series and provided advice to other email marketers. 


“It doesn’t matter - people are going to use or not use their tabs. At the end of the day, what matters is if you are sending relevant content and not worrying about where it falls.”

HubSpot Video


Samantha Iodice

Founder + Chief Geek, The Sauce Experience

LinkedIn  twitter



"It doesn't matter - if you’re doing emails right by building relationships, and your subscribers want to hear from you, they will find you whether you’re in the promotions tab or the inbox."

HubSpot Video

Samar Owais

Email Strategist & Conversion Copywriter

LinkedIn   twitter



"They serve different purposes. People have two different mindsets. When you’re in your inbox, you’re answering emails and solving problems. When you’re in the promotions tab, you’re more laid back and exploring. They are both essential."


HubSpot Video

Kath Pay

Founder & CEO Holistic Email Marketing 

LinkedIn   twitter



"Why fight it? If someone wants to have you in the promo tab, that's what they want. Google engineers designed the promo tab to prove that no one wanted these emails but found people were moving them back in their inbox."

HubSpot Video

Dela Quist

Founder & CIO Alchemy Worx

LinkedIn   twitter



"Don’t chase the primary tab. Rather, try to stand out in the promotions tab. Highlight the offer, use BIMI, AMP, or 100 other options to increase engagement in the promotions tab.”

HubSpot Video

Tejas Pitkar

Senior Product Evangelist, Netcore Cloud 

LinkedIn   twitter



“We should be focusing more on the spam folder. If your campaign consistently lands in the spam folder, that indicates a much bigger problem than the promotions tab.”

HubSpot Video

Jenna Tiffany

Founder & Strategy Director, Let's Talk Strategy

LinkedIn   twitter


“Tabs have been a source of incredible anxiety for marketers since they arrived in late 2012-13. Emails should be where they are intended to be. Don’t waste time and money. Focus on getting your emails more personalized and user friendly.”

HubSpot Video


Chad S. White

Head of Research, Oracle Marketing Consulting

LinkedIn  twitter


If you enjoyed this post, be sure to look for future posts in this video series by signing up for our weekly newsletter!

Check back next month to listen to our next round of email experts answer, If you could only use two email metrics for the rest of your life, which two would you use and why?  


Past Question:



March: "How Has Email Changed Since Covid? What Should We Prepare For In 2021? Watch here. 


April: "Now that Apple, Firefox, and Google announced they are phasing out third-party cookies, what does this mean for email?" Watch here. 


May: What is the most valued but underrated tactic in email marketing? Watch here. 


July: If you could only use two email metrics which two would you use and why? Watch here. 

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