How Does Gmail Tabs Impact Your Email Program? [New Research]

It’s been four years since the launch of Gmail’s tabbed inbox. Initially, many marketers had concerns over what this new multi-inbox system would mean for the future of email. Would this new categorized system allow marketers easier access to their subscribers or see their messages hidden away?

Four years later, the excitement of tabs has simmered down as users have identified if and how Gmail tabs work for them. Now that Gmail tabs have found their place in the email ecosystem, we wanted to take an in-depth look at how users are interacting with tabs today and how usage has changed since launch.

In our latest guide—The Email Marketer’s Guide to Gmail Categories: Analysis of consumer adoption and placement accuracywe take a look at the current state of Gmail tabs, including:

  • How many Gmail users have tabs enabled and which tabs are they using
  • Whether Gmail users are checking or avoiding the Promotions tab
  • How accurately Gmail classifies messages into tabs
  • The percent of messages classified into the five tabs by industry
  • And more!

Looking for more insight? View our on-demand webinar—Ask the Experts: All About Gmail.

minute read

Popular stories



BriteVerify email verification ensures that an email address actually exists in real-time


The #1 global data quality tool used by thousands of Salesforce admins


Insights and deliverability guidance from the only all-in-one email marketing solution

GridBuddy Cloud

Transform how you interact with your data through the versatility of grids.

Return Path

World-class deliverability applications to optimize email marketing programs

Trust Assessments

A revolutionary new solution for assessing Salesforce data quality


Validity for Email

Increase inbox placement and maximize subscriber reach with clean and actionable data

Validity for Data Management

Simplify data management with solutions that improve data quality and increase CRM adoption

Validity for Sales Productivity

Give your sales team back hours per day with tools designed to increase productivity and mitigate pipeline risks in real-time