GMAIL TABS FOR MARKETERS: HOW TO STAY VISIBLE IN 2025

Summary from the TLDR Marketing newsletter

Gmail's updates shift visibility from timing to engagement. Brands need to separate transactional and promotional streams and remove upsells from service messages to keep them in the right tab. They should also make use of the expanded Manage Subscriptions by offering preference centers, throttling low-engagers, and treating unsubscribes as useful feedback. In the Promotions tab, visibility improves with specific subject lines, clear CTAs, and consistent sender identity. Tracking engagement speed, breadth, and persistence will now matter more than just counting opens.