How Travel Marketers Can Beat Gmail’s New Promotions Tab
Photo Credit: A new Promotions tab in Gmail has travel marketers fearing that their newsletters may never even be seen by their customers. Google
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Spin it however you want to: These changes to Gmail are a potential nightmare for travel marketers who may see their emails to customers end up under a Promotions tab, which is one step above spam.
Changes to Gmail have some travel marketers running scared, fearful that emails to their customers will end up under a new and dreaded "Promotions" tab, which feels a little spam-like.
Google is well into a global rollout of the changes, which transform Gmail from featuring one catch-all inbox to dividing incoming emails into three categories: Primary, Social, and Promotions. (There's still a Spam category, too, which is unchanged.)
Travel marketers have found that some of their newsletters, surveys, deal offers, coupons, and even calls-to-action -- such as informing customers about an app update -- may be falling under the Promotions tab. And that means their customers will have to consciously navigate to and peruse the Promotions tab to find an email that previously was readily visible among all other emails.
Alternately, users can find the email from a certain company under the Promoti
