Hey there,
Have you ever gone looking for an email you actually needed, like a flight confirmation, a receipt, or the verification code that's about to expire, and finally tracked it down sitting unread in a Gmail tab you forgot you even had?
That's the Promotions tab. And the same thing can happen to the emails your WordPress site sends, particularly anything with a logo, product images, and a few buttons.
For a marketing newsletter, that's just a hit to your open rates. For an order confirmation or password reset, it's basically the same as the email never arriving. The customer goes looking, can't find what they need, and writes in to ask what happened.
Gmail's classifier doesn't know whether your email is transactional or marketing. It just looks at the signals: subject line wording, HTML structure, images, links, sender reputation. A well-designed order confirmation can tick the same boxes a sales email does.
I just published a guide on what to do about it. Some fixes are quick: your From name, your template, the language in your subject lines. Others are more technical, but the right SMTP setup handles most of the authentication side for you.
➡️ How to Avoid the Gmail Promotions Tab (11 Proven Methods)
The Promotions tab doesn't show up in any of your usual deliverability checks. Everything looks fine on your end until a customer asks where your email went.
Until next time,
Rachel
Product Educator, WP Mail SMTP
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