Tabs

What is it?

What is it?

In the context of email marketing, "Tabs" refer to the categorization or segmentation of email messages within an email inbox interface, typically implemented by email service providers (ESPs) or mailbox providers (MBPs) to organize and prioritize incoming emails based on predefined criteria or user preferences. Tabs help users manage their inboxes more effectively by separating different types of email content into distinct sections or tabs, such as primary, social, promotions, updates, or forums, allowing them to focus on important messages while reducing clutter and distractions.

Key points to remember

Key points to remember

Tab Categories: Tabs commonly found in email interfaces include:

  • Primary: Reserved for meaningful, personal, or individual communications, such as emails from contacts, colleagues, or essential notifications.

  • Social: Contains emails related to social media notifications, updates, friend requests, and other social networking activities.

  • Promotions: Displays promotional offers, marketing emails, advertisements, and commercial communications from businesses and brands.

  • Updates: Includes newsletters, subscription updates, product announcements, and informational emails from organizations and websites.

  • Forums: Shows emails related to online communities, discussion groups, forums, or mailing lists.

  • Customization Options: Some email providers allow users to customize or configure tab settings according to their preferences, enabling them to rearrange tabs, hide certain categories, or create custom tabs for specific types of content.


  • Automatic Sorting: Tabs use algorithms or rules-based filtering to automatically categorize incoming emails into the appropriate tab based on sender, content, subject line keywords, or other factors, minimizing manual effort and improving inbox organization.


  • User Experience: Tabs enhance the user experience by streamlining inbox management, reducing clutter, and prioritizing important messages, leading to increased productivity, efficiency, and satisfaction among email users.


  • Implications for Marketers: Email marketers should be aware of how tabs affect email deliverability and engagement, as messages categorized under promotions or updates tabs may receive less visibility and lower open rates compared to those appearing in the primary tab. Marketers can optimize their email content and strategies to increase the likelihood of landing in the primary tab or encourage users to move their messages to this section.

Example of Use

Example of Use

  1. Promotional Emails: A retail company sends promotional emails featuring discounts and sales announcements, automatically categorized under the promotions tab in recipients' email inboxes.


  2. Newsletter Subscriptions: A subscriber signs up for a newsletter from a favorite blog or publication, and the newsletter emails are sorted into the updates tab for easy access and reference.

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