Escaping the Promotions Folder: Getting Your Email Blasts into Gmail’s Primary Tab (Without Losing Your Personality)

You carefully craft the perfect email blast — the new release is dialed in, the subscribers are waiting, and you hit send. But then… crickets.

Why? Because Gmail quietly escorted your masterpiece straight into the Promotions tab — that lonely corner of the inbox where marketing emails go to die.

The worst part? These aren’t strangers. These are your people — wine club members, customers, loyal fans, subscribers who asked to hear from you. They want your updates! And yet, Gmail still drops your lovingly written announcement into the abyss.

I've been living this frustration firsthand while helping winery clients like Gjallerhorn Winesmiths and Piolet Vintners navigate this exact issue. Both brands are dripping with personality— Gjallerhorn leans into bold, dramatic Norse flair (think "triumph over the dark months") while Piolet brings its own rustic warmth and charm. But as we learned, sometimes that big energy can accidentally trip Gmail's promotional wires.

The good news? There are ways to work with Gmail’s algorithm instead of against it — and you don’t have to sacrifice your brand voice to do it.

Here’s what we’ve learned.

What Trips the Promotions Filter?

In my experience, the Promotions tab isn’t just about discount codes or flashy graphics. It’s about signals. And many of them are baked right into the structure and language of how we write.

Here are some of the top triggers we’ve run into:

• Grand Announcements: Words like "We proudly present" or "Celebrate with us" can sound more like a corporate broadcast than a personal note.

  
  

• Sales-y Language: Phrases like "Limited Production," "Reserve Your Bottles Now," or "Mark Your Calendars" scream promotion (even when we’re just genuinely excited).

  
  

• Formatting Overload: Bolded product names, ALL CAPS, lots of links and images — these are all classic signals of marketing emails.

  
  

• Multiple Sections, Heavy Structure: When your email has neatly boxed-off product info, shipping details, and a CTA button in every paragraph… Gmail sees dollar signs.

The kicker? Even if your audience wants this info, Gmail doesn’t know that. It only sees the signals.

How We Shifted the Tone (and Improved Deliverability)

The solution isn’t about ditching your personality — it’s about softening the pitch and humanizing the message.

Here are some adjustments that have helped us land more often in the Primary tab:

1. Talk Like a Human (Not Like a Brand Announcement)

Instead of:

"We proudly set our first release of 2025…"

Try:

"We’re excited to share what’s coming next — and we can’t wait for you to try it."

Think about how you’d actually say it if you were emailing one customer directly. That mindset alone changes the tone.

2. Personalize It — Subject Line to Sign-Off

Use your subscriber's first name if possible, both in the greeting and (when you can) in the subject line or preview text.

Compare:

Subject: "LIMITED RELEASE – Reserve Now!"

Subject: "Hey Jim, just a quick heads-up about our next wine release"

The second feels like a note from a friend, not a billboard.

3. Less Sales Copy, More Conversation

Swap hard CTAs like "Order Now" for softer, invitational language:

• “We’d love to set a few bottles aside for you.”

• “Let us know if you’d like some reserved.”

It’s a small shift, but it makes a big difference.

4. Trim the Links and Images

Yes, you need a way for people to buy. But you don’t need five buttons that all say "Shop Now."

One clear link is plenty. Too many links or a pile of images raises Gmail’s promotional red flags.

Large image files also can make a difference. Try limiting your images when possible and optimize them for the web.

5. Clean Up Your HTML

If you're using Shopify Email, Klaviyo, or any other email platform, make sure your template isn’t stuffed with unnecessary code (like extra divs, nested tables, or inline styles everywhere). Simpler is better — and Gmail notices.

6. Encourage Engagement, Not Just Orders

Share something that isn’t purely transactional. Tell a short story. Offer a quick behind-the-scenes look. Ask a question.

Engagement keeps people opening your emails — and that history tells Gmail your messages are wanted.

The Takeaway: Keep the Personality, Lose the Pitchy Tone

The biggest learning through all of this? Don’t let the algorithm steal your voice. But also don’t let your voice sound like a robot in a shiny suit.

The wineries I work with are full of personality — whether it’s the bold drama of Gjallerhorn or the approachable warmth of Piolet. The trick is to write like you’re talking to your best customers one-on-one, not like you’re shouting at a crowd from a stage.

If you’ve been battling the Promotions folder, I feel your pain. But with a few thoughtful adjustments, your emails can find their way home — right where they belong, in the Primary inbox.

Need Help Tuning Up Your Email Strategy?

If you’re curious about how these tactics could work for your brand (wine or otherwise), reach out — I’d love to help.

Cheers!