Stop Guessing. Start Strategizing.

Gmail's AI is not a static checklist; it's a dynamic system that learns. The single most important principle is that the user is the algorithm. Positive engagement is the ultimate signal of importance. This guide will help you earn it.

Immediate Action Checklist

Start with these high-impact actions to build a foundation for Primary Tab placement.

Foundational Fixes (Tier 1)

Implement Full Authentication: Set up SPF, DKIM, and a DMARC policy of at least `p=quarantine`. This is a non-negotiable requirement from Gmail for bulk senders and proves your identity.
Monitor Your Reputation: Use the free Google Postmaster Tools to track your domain reputation and spam complaint rate. If your reputation is not 'High' or your spam rate is above 0.1%, address it immediately.
Clean Your Email List: Create and use a "sunset policy" to automatically remove subscribers who have not opened or clicked an email in 90-120 days. Sending to unengaged users damages your reputation.

Content & Formatting (Tier 2)

Dramatically Reduce Link Count: Aim for fewer than 5 links. High link density is one of the strongest signals of a promotional email. Every unnecessary link increases your risk.
Simplify Your Design: Avoid complex, multi-column HTML layouts and image-heavy templates. A simpler, text-focused design appears more personal and is less likely to be flagged as promotional.
Adopt a Personal Tone: Write your emails as if they are from one person to another. Eliminate corporate jargon and "hard sell" phrases like "Buy Now" or "Limited Time Offer".

Engagement & Relationship (Tier 3)

Ask for the "Move to Primary": In your welcome email, explicitly ask new subscribers to drag your email to the Primary tab and add you to their contacts. This is the most powerful signal a user can send.
Engineer for Replies: End every newsletter with a direct question that encourages a response. Replies signal a two-way conversation, the hallmark of Primary inbox mail.
Use a Person's Name in the "From" Field: Send emails from "Jane @ Company" instead of "Marketing @ Company". This simple change makes the email feel more personal and increases engagement.

The Hierarchy of Signals

Inbox placement is a cascading process. Understand the three tiers of influence, from foundational trust to the ultimate decider: user engagement.

Tier 1: Sender Reputation & Authentication

Influence: HIGH (Gatekeeper)

This is the pass/fail foundation. It determines if you reach an inbox or go straight to spam. It's based on technical setup (SPF, DKIM, DMARC) and your historical trustworthiness. A failure here is critical.

Tier 2: Content & Technical Structure

Influence: MEDIUM (Initial Sorter)

This is the algorithm's first guess. The global AI model scans for promotional signals like link density, image-to-text ratio, keywords ("free," "discount"), and complex HTML. This is where your email gets its initial "promotional" label.

Tier 3: User Behavior & Engagement

Influence: VERY HIGH (The Ultimate Decider)

The most powerful tier. The personalized AI model consults each user's specific history with you. Actions like opening, replying, or moving your email to Primary can override all other signals.

Interactive Placement Scorecard

How likely is your newsletter to land in the Primary tab? Assess your campaign against the key signals to generate a predictive score and identify areas for improvement.

Your Predicted Score

0
/ 100 Points

Begin by filling out the scorecard.

Your results and placement probability will appear here.

The Strategic Playbook

Choose your goal: aim for the high-visibility Primary tab or dominate the feature-rich Promotions tab. Here are the actionable strategies for each path.