Why Solid Reputation Isn’t Enough to Avoid Promotions Tab
Matt Ratliff
An ecom client of mine uses Klaviyo for their email sends.
Their Reputation? Solid.
No major spam complaints.
Clean infrastructure. Yet... their emails keep landing in Gmail's Promotions tab.
So what’s the problem?
After diving into their campaigns and comparing them to other ecom brands like Ghost Energy and Outway, it became clear.
Ghost and Outway have something my client doesn’t: a singular product focus.
Even though they offer different flavors or styles, the customer journey is centered around one flagship offer.
My client, on the other hand, markets a wide range of products, often in the same emails. Preworkouts, apparel, energy drinks, supplements - all lumped together.
And while that might feel efficient, Gmail sees it differently. Broad product pushes often scream "marketing blast" instead of "relevant update."
So here’s what I recommended:
Tighten customer journey segmentation.
Start by grouping customers based on the category they’ve shown interest in.
Don’t cross-promote everything to everyone. Speak to what they’ve already engaged with.
When your emails feel personal and expected, Gmail’s algorithm notices.
Segmentation is step one.
The inbox is earned, not assumed.
And sometimes, the fix isn’t more sending - it’s smarter sending.
If you're sending solid content but still stuck in Promotions, this might be your unlock, too.
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