Land Your Emails in Primary Inbox in 2024 (7 Proven Ways)

Created On:
October 27, 2023
Updated On:
April 17, 2024
‍7 Ways to Land Your Emails in the Primary Inbox‍

Email marketing is a ingenious way to get in touch with your prospects and bring in more conversions. Efficient email marketing not only includes the right messaging but it also takes care of the overall best practices to ensure deliverability. But how to ensure email delivery? Or, how to make an email go to primary?

Here, writing engaging content might not be enough to ensure that they land in the primary inbox of your prospects. Apart from taking care of the best practices of sending emails, you must also be aware of how inbox sorting and layout implementation is done. This will help you optimize your emails in order to reach the primary tab of your prospects.

In this article, we are going to focus on the importance of landing in primary inbox and some ways that can help you optimize your emails.

Importance of Landing Emails in the Primary Inbox

The greatest benefit of landing in the primary inbox of your customers is increased visibility. Once your email is sent to the recipient, it will appear in the main inbox folder, and the email will be most likely to get noticed. The recipient might pay special attention to details mentioned in the emails in their primary inbox because people consider emails present in their primary inbox significant. If your email is landing in the primary inbox, then there is a probability of engrossing your recipient, and you can also expect a response from them.

It is seen that emails landing in the primary inbox are known to have higher open rates than emails landing  in the Gmail promotions tab. This is because the recipients will click and open the emails that are present in their email inbox folder rather than promotions or spam tabs. Therefore, a primary inbox is the only area where people search for any emails, considering it a prime location for your important messages. If you discover a way to land in their inbox folder, you’ll have a nice number of open rates, which will increase the chances of recipients clicking on links and also passing responses to your emails.

The primary inbox impacts the overall conversion rate of any email outreach campaign. When your emails are present in the main inbox folder, the recipients will definitely notice them. With such reminders, recipients will take desired actions, like clicking on the link, giving replies to the messages, or just scheduling a meeting. Overall, enhanced visibility and increased open rates support the landing of emails in the primary inbox, thus increasing the conversion rates.

7 Proven Ways to Land Your Emails in your Prospect’s Primary Inbox

For upgrading  your email marketing campaigns, it is  crucial to emphasise on  the phenomenon of email landing in the primary inboxes of recipients. Fortunately, there are some ways to make your emails land in Gmail’s primary inbox tab. Let’s follow the steps and learn about them:

1. Deliver Value on Emails

Most marketers find comfort in delivering value through articles or blog posts. Although emails are viewed more as a promotional channel than a value-delivery channel,

Henceforth, if you are adding  your emails , then you may not be not going to get the attention of people in the inbox. An email inbox can be defined as a personal space and also a friendly way to build bonds with your followers.

According to a recent poll conducted on Facebook, nearly 79% of the respondents agreed with giving up their Facebook account’s password instead of their primary email password. It has been concluded that emails are a substantial need for every business.

Try to offer something of value to the subscribers that is not given by other channels, like your blog posts. Exclusively, design content for your subscribers.

Collect the list of subscribers from your email list, and then it is recommended to deliver any promotional emails after interacting with or delivering value for at least 30 days.

Just a small change can act as a lead magnet. Thus, it will also boost open rates, lower the count of complaints, and make people more likely to buy subscriptions for the continuation.

2. Request that People Add Your Email to Their Contacts

It is said that if your official email ID is saved in the contact lists of your recipients, then there emerges a high probability of your emails landing in the respective primary tab. For sure, your emails will not land in their so-called spam folder.

So, you should frequently remind them to save your email ID in their contact lists. Once they have added you to the contact lists, they begin your conversion from appreciation. Attach a short thank-you note on the page.

3. Deliver Plain Text or Light HTML Emails

Imagine getting an email from your best friend. Is it in the form of an officially designed HTML template? I expect a plain text email. Therefore, when people are engaged in genuine communication, they are most likely to converse In plain text emails because such emails are very easy to read.

Many email marketers secretly convey that almost 80% of their emails include plain text. They literally allot no time to framing HTML emails. It is seen that HTML emails with attractive designs are not that resonating for the subscribers, and in the long run, they fail to land in the primary tab.

The only disadvantage  of  plain text emails is that you will not know the number of open rates. With the absence of HTML, one fails to  load the script used for tracking the open rates of emails. However, sending a basic HTML mail same as a plain text email can be a good remedy. These emails help you track the open rates. You can also generate anchor text links in your email. It is advisable to deliver emails that are HTML emails to subscribers and are just copies of plain text emails.

4. Add Short Emails and Have Fewer Links

Try to create emails that are short and exactly to the point, without any images, and with no more than three links. The two-page email, along with 10 outbound links, is heavily promotional. Hence, it has no reason to be on the primary tab.

You should write your emails in the simplest language with limited words. It will definitely help you land your emails in the primary tab. This important factor gets completely ignored by many email service providers and thus disrupts their performances.

To be specific, it is advisable not to expect too much just by sending short emails or adding a smaller number of links. There is no absolute surety that your emails will land in the primary tab or in the inbox. A proper combination of other factors is Important for relevant results.

5. Certify Your Domain with DKIM and SPF 

There are two authentication methods for your domain name: DKIM and SPF. Generally, the sender’s email ID will be written in this way:, and it is best to certify as soon as possible.

It has been observed that authentication is important for the delivery of your emails. This authentication acts as a license plate for email. It offers a track identifier that not only displays the subscriber’s internet service provider but also helps your email settle in the inbox.

When we are stepping into the technical world. It’s not crucial to have thorough technical knowledge about DKIM and SPF. However, there is a need to understand the basic logic of the technical details and follow certain steps for authentication.

The two types of authentication that one must keep in mind while sending email are:

  • DomainKeys Identified Mail (DKIM) and
  • Sender Policy Framework (SPF)

6. Create Your Sender Reputation

Many email service providers, such as Gmail, consider some factors when accepting emails. On the basis of such factors, they can examine any one of these four options:

  • Not to send the email at all
  • Add it to the spam folder
  • Attach it to the Promotions tab
  • Add it to the Primary Tab

Therefore, the sender ID is a mixture of the  email ID and the IP address through which bulk emails are delivered.

Many businesses don’t have their own email servers, they use third party providers like Drip and Aweber to deliver  emails. Hence, the reputation of such providers are excellent and there is no issue with having good deliverability of the emails. A special email server combined with the above factors can help you send emails to the primary tab of users.

However, if you are a long- term  user of such services along with a low bounce rate and no spam complaints, then these email providers will give you great importance. So, that you get better delivery rates.

But if you are known to have a high bounce rate and many spam complaints, then these services might not be available for you. They can place you on servers with a low reputation with the ESPs (email service providers).

7. Request People to “Drag” Emails into the Primary Tab

The old saying is, “Ask and it is given.” Sometimes, it is better to approach and ask for something you need in order to get it.

It is suggested to ask for subscribing to your email newsletter. Request users to drag the welcome email right from the Updates Tab to the Primary Tab. Hence, mostly all the follow-up emails have a high probability of landing in the primary tab. Teach users to drag the related emails from Updates to the Primary tab. Then, ask them to click yes for the confirmation. However, not everyone is fond of this technique because it demands immense patience and sometimes reaps no results.

Final Thoughts

We can conclude that in email marketing campaigns, proper management and efficient use of techniques can contribute to the growth and development of businesses. Also, the number of open rates and conversion rates rest upon the kind of strategy that individuals follow. So, with adequate resources and knowledge, you take email marketing campaigns to higher feats. 


Q.1 How to ensure email deliverability?

To ensure email deliverability, it's essential to employ various strategies. Firstly, use a reputable email service provider (ESP) with a proven track record of high deliverability rates. Maintain a clean and updated email list by regularly removing inactive or bouncing email addresses. Authenticate your domain through SPF, DKIM, and DMARC protocols to establish your email's legitimacy and prevent spoofing. Avoid spammy tactics like misleading subject lines or excessive use of images and links. Monitor key metrics such as open rates, click-through rates, bounce rates, and spam complaints to gauge the effectiveness of your email campaigns and make necessary adjustments. Lastly, adhere to relevant regulations such as the CAN-SPAM Act or GDPR to ensure compliance and maintain a positive sender reputation.

Q.2 What are some of the email outreach best practices?

Email outreach best practices include personalizing your messages to recipients, crafting concise and compelling subject lines, providing valuable content or offers, using clear and professional language, segmenting your email list to target specific audiences, testing different email formats and designs, including a clear call-to-action, and following up appropriately. Additionally, respecting recipients' preferences and privacy, maintaining consistency in your email sending frequency, and analyzing performance metrics to optimize future campaigns are crucial aspects of effective email outreach.

Q.3 How do I stop emails from going to Promotions in Gmail?

To prevent emails from being routed to the Promotions tab in Gmail, focus on improving engagement with your emails. Encourage recipients to move your emails to the Primary tab by asking them to drag and drop your email or right-click and select "Move to tab" > "Primary." Additionally, encourage subscribers to add your email address to their contacts list to signal to Gmail that your emails are important. Ensure that your emails are relevant, personalized, and contain valuable content to increase open rates and user interaction, which can positively impact Gmail's sorting algorithms.

Q.4 How to know if my emails are going to the client spam box?

Monitoring your email deliverability metrics is essential to determine if your emails are landing in recipients' spam folders. Keep an eye on key indicators such as open rates, click-through rates, bounce rates, and spam complaints. A sudden drop in open rates or an increase in bounce rates may indicate that your emails are being marked as spam. Additionally, you can use email deliverability tools or services that provide insights into your email deliverability performance and offer suggestions for improvement. Regularly check your sender reputation and domain health to identify and address any issues that may be affecting your email deliverability.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

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Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Author’s Details

Tanmay Shukla

Tanmay is a SEO Content Writer at Smartlead. His zeal and enthusiasm in writing led him to the path of being a Content Writer. He has been advancing in this field by possessing more knowledge and skills. His constant endeavor has made him a whiz in SEO, Creative Writing, and driving sales through writing.


Edited by:

Tanmay Shukla


Frequently asked questions

General Questions

What is Smartlead's cold email outreach software?

Email automation FAQs- Smartlead

Smartlead's cold email outreach tool helps businesses scale their outreach efforts seamlessly. With unlimited mailboxes, fully automated email warmup functionality, a multi-channel infrastructure, and a user-friendly unibox, it empowers users to manage their entire revenue cycle in one place. Whether you're looking to streamline cold email campaigns with automated email warmups, personalization fields, automated mailbox rotation, easy integrations, and spintax, improve productivity, or enhance scalability with subsequences based on lead’s intentions, automated replies, and full white-label experience, our cold email tool implifies it in a single solution.

What is Smartlead, and how can it enhance my cold email campaigns?

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Smartlead is a robust cold emailing software designed to transform cold emails into reliable revenue streams. Trusted by over 31,000 businesses, Smartlead excels in email deliverability, lead generation, cold email automation, and sales outreach. A unified master inbox streamlines communication management, while built-in email verification reduces bounce rates.
Additionally, Smartlead offers essential tools such as CNAME, SPF Checker, DMARC Checker, Email Verifier, Blacklist Check Tool, and Email Bounce Rate Calculator for optimizing email performance. 

How does the "unlimited mailboxes" feature benefit me?

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Our "unlimited mailboxes" feature allows you to expand your email communications without restrictions imposed by a mailbox limit. This means you won't be constrained by artificial caps on the number of mailboxes you can connect and use. This feature makes Smartlead the best cold email software and empowers you to reach a wider audience, engage with more potential customers, and manage diverse email campaigns effectively.

How does Smartlead as a cold emailing tool can automate the cold email process?

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Smartlead’s robust cold email API and automation infrastructure streamline outbound communication by transforming the campaign creation and management processes. It seamlessly integrates data across software systems using APIs and webhooks, adjusts settings, and leverages AI for personalised content.

The cold emailing tool categorises lead intent, offers comprehensive email management with automated notifications, and integrates smoothly with CRMs like Zapier, Make, N8N, HubSpot, Salesforce, and Pipedrive. Smartlead supports scalable outreach by rapidly adding mailboxes and drip-feeding leads into active campaigns Sign Up Now!

What do you mean by "unibox to handle your entire revenue cycle"?

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The "unibox" is one of the unique features of Smartlead cold email outreach tool, and it's a game-changer when it comes to managing your revenue cycle. The master inbox or the unibox consolidates all your outreach channels, responses, sales follow-ups, and conversions into one centralized, user-friendly mailbox.

With the "unibox," you gain the ability to:
1. Focus on closing deals: You can now say goodbye to the hassle of logging into multiple mailboxes to search for replies. The "unibox" streamlines your sales communication, allowing you to focus on what matters most—closing deals.

2. Centralized lead management: All your leads are managed from one central location, simplifying lead tracking and response management. This ensures you take advantage of every opportunity and efficiently engage with your prospects.

3. Maintain context: The "unibox" provides a 360-degree view of all your customer messages, allowing you to maintain context and deliver more personalized and effective responses.

How does Smartlead ensure my emails don't land in the spam folder?

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Smartlead, the best cold email marketing tool, ensures your emails reach the intended recipients' primary inbox rather than the spam folder. 

Here's how it works:
1. Our "unlimited warmups" feature is designed to build and maintain a healthy sending reputation for your cold email outreach. Instead of sending a large volume of emails all at once, which can trigger spam filters, we gradually ramp up your sending volume. This gradual approach, combined with positive email interactions, helps boost your email deliverability rates.

2. We deploy high-deliverability IP servers specific to each campaign. 

3. The ‘Warmup’ feature replicates humanized email sending patterns, spintax, and smart replies.
4. By establishing a positive sender reputation and gradually increasing the number of sent emails, Smartlead minimizes the risk of your emails being flagged as spam. This way, you can be confident that your messages will consistently land in the primary inbox, increasing the likelihood of engagement and successful communication with your recipients.

Can Smartlead help improve my email deliverability rates?

Email automation FAQs- Smartlead

Yes, our cold emailing software is designed to significantly improve your email deliverability rates. It enhances email deliverability through AI-powered email warmups across providers, unique IP rotating for each campaign, and dynamic ESP matching.
Real-time AI learning refines strategies based on performance, optimizing deliverability without manual adjustments. Smartlead's advanced features and strategies are designed to improve email deliverability rates, making it a robust choice for enhancing cold email campaign success.

What features does Smartlead offer for cold email personalisation?

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Smartlead enhances cold email personalisation through advanced AI-driven capabilities and strategic integrations. Partnered with Clay, The cold remaining software facilitates efficient lead list building, enrichment from over 50 data providers, and real-time scraping for precise targeting. Hyper-personalised cold emails crafted in Clay seamlessly integrate with Smartlead campaigns.

Moreover, Smartlead employs humanised, natural email interactions and smart replies to boost engagement and response rates. Additionally, the SmartAI Bot creates persona-specific, high-converting sales copy. Also you can create persona-specific, high-converting sales copy using SmartAI Bot. You can train the AI bot to achieve 100% categorisation accuracy, optimising engagement and conversion rates.

Can I integrate Smartlead with other tools I'm using?

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Certainly, Smartlead cold email tool is designed for seamless integration with a wide range of tools and platforms. Smartlead offers integration with HubSpot, Salesforce, Pipedrive, Clay, Listkit, and more. You can leverage webhooks and APIs to integrate the tools you use. Try Now!

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Is Smartlead suitable for both small businesses and large enterprises?

Smartlead accommodates both small businesses and large enterprises with flexible pricing and comprehensive features. The Basic Plan at $39/month suits small businesses and solopreneurs, offering 2000 active leads and 6000 monthly emails, alongside essential tools like unlimited email warm-up and detailed analytics.

Marketers and growing businesses benefit from the Pro Plan ($94/month), with 30000 active leads and 150000 monthly emails, plus a custom CRM and active support. Lead generation agencies and large enterprises can opt for the Custom Plan ($174/month), providing up to 12 million active lead credits and 60 million emails, with advanced CRM integration and customisation options.

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What type of businesses sees the most success with Smartlead?

No, there are no limitations on the number of channels you can utilize with Smartlead. Our cold email tool offers a multi-channel infrastructure designed to be limitless, allowing you to reach potential customers through multiple avenues without constraints.

This flexibility empowers you to diversify your cold email outreach efforts, connect with your audience through various communication channels, and increase your chances of conversion. Whether email, social media, SMS, or other communication methods, Smartlead's multi-channel capabilities ensure you can choose the channels that best align with your outreach strategy and business goals. This way, you can engage with your prospects effectively and maximize the impact of your email outreach.

Email automation FAQs- Smartlead

How can Smartlead integrate with my existing CRM and other tools?

Smartlead is the cold emailing tool that facilitates seamless integration with existing CRM systems and other tools through robust webhook and API infrastructure. This setup ensures real-time data synchronisation and automated processes without manual intervention. Integration platforms like Zapier, Make, and N8N enable effortless data exchange between Smartlead and various applications, supporting tasks such as lead information syncing and campaign status updates. Additionally, it offers native integrations with major CRM platforms like HubSpot, Salesforce, and Pipedrive, enhancing overall lead management capabilities and workflow efficiency. Try Now!

Email automation FAQs- Smartlead

Do you provide me with lead sources?

No. Smartlead distinguishes itself from other cold email outreach software by focusing on limitless scalability and seamless integration. While many similar tools restrict your outreach capabilities, Smartlead offers a different approach.

Here's what makes us uniquely the best cold email software:

1. Unlimited Mailboxes: In contrast to platforms that limit mailbox usage, Smartlead provides unlimited mailboxes. This means you can expand your outreach without any arbitrary constraints.

2. Unique IP Servers: Smartlead offers unique IP servers for every campaign it sends out. 

3. Sender Reputation Protection: Smartlead protects your sender reputation by auto-moving emails from spam folders to the primary inbox. This tool uses unique identifiers to cloak all warmup emails from being recognized by automation parsers. 

4. Automated Warmup: Smartlead’s warmup functionality enhances your sender reputation and improves email deliverability by maintaining humanised email sending patterns and ramping up the sending volume. 

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How secure is my data with Smartlead?

Ensuring the security of your data is Smartlead's utmost priority. We implement robust encryption methods and stringent security measures to guarantee the continuous protection of your information. Your data's safety is paramount to us, and we are always dedicated to upholding the highest standards of security.

How can I get started with Smartlead?

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Getting started with Smartlead is straightforward! Just head over to our sign-up page and follow our easy step-by-step guide. If you ever have any questions or need assistance, our round-the-clock support team is ready to help, standing by to provide you with any assistance you may require. Sign Up Now!

How can I reach the Smartlead team?

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We're here to assist you! You can easily get in touch with our dedicated support team on chat. We strive to provide a response within 24 hours to address any inquiries or concerns you may have. You can also reach out to us at

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