Case study: Add us to Gmail Primary Tab

Update – you might want to be in the Promotions tab after all – here’s why.

A popular topic amongst marketers at the moment is the most recent curveball from Google: Gmail tabs. It is still early days and it will be interesting to see what the long-term effects will be for email marketers.

For brands that already have a loyal audience of openers and converters, I can imagine it won’t be too hard for them to compete in the promotional tab or even be moved over to join the primary, personal emails of their users. So which brands are trying their luck? Take a look at some of the examples we’ve seen of brand responses – and remember, if you don’t ask, you don’t get…

Kate Spade Saturday

Kate Spade

Mr Porter

Mr porter

The Outnet

The Outnet

More examples below from Jordie van Rijn





  • Darryl Vos

    Interesting thoughts. I’m really impressed with the kate spade saturday email.

  • mirjoy85

    I would kill to know the CTR of these…

  • Ger

    Each with a different spin, wonder what the results were. Good to see the other two with some preview text. What was the Porters subject line?

  • Chris Hatton

    It took me a while to realise the tabs can be switched off, back to how it was… I am sure many do not know you can or even how!

    • jackhynes

      Yeah I got rid of them on the first day! Not very useful for me, but I’m sure lots of users will appreciate not having to see promotions in their inbox.

  • Sonia Johnson

    Kate Spade Saturday email is good thoughts