Worried about email landing in promotion or spam? You need to earn the trust of Google. Any promotional campaign would naturally lend in promotions tab (That’s what it meant for), but your regular, educational and transactional content should make it to the primary tab. You can use multiple email addresses for different purposes.
Email engagement is not limited to open rates. How many of your email subscribers are regular readers, what percentages of them clicks on the link. How they interact with your email over a period of time decides the importance and hierarchy of your email in their inbox.
Spam filters are constantly updated to fight the latest spam technique, they have a unique algorithm and machine learning to constantly update content and reputation metrics which keeps spammers at bay. As a marketer you need not master the spam filter. There is no trick to surpass the filters either, but understanding some basic traps help you stay in good books. As a user you will appreciate the effort and investment email service provider put to keep your inbox spam free. The spam filters are entrusted to deliver important transactional emails in your inbox without fail. They also need to keep your inbox spam free. A small error on either side hurt the entire email ecosystem.
Desirability is another important factor. Mailbox providers calculate engagement based on multiple signals. Metrics like read rate, response rate, forward rate are positive metrics. Spam complaints delete before reading, or not opening at all is negative signal.
90% of your email list will be Gmail users. By understanding how gmail categorizes the email messages helps in getting the right message in the right tab.
Most email marketing software would sell automated sequence as one stop shop for customer engagement. In fact, they would like you to see this as their USP. In reality the reader would be bored of a sequence very quickly. The real success of an email sequence lies in your email copy and your ability to keep the reader curious. The answer is in your content not in the technology.
Not every message is meant for everyone. Your reader/customer are at different stages of their buyer journey. Use segmentation techniques to bifurcate your email lists in to several categories such as buyers, repeat buyers, subscribers, people consuming free content and your competitors.