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What’s new with Gmail: Promotions tab updates and Google Postmaster Tools v2 explained

Google Postmaster Tools v2 is here, bringing improved reporting and smarter deliverability insights. Learn what's new and how to switch. Plus, explore what's changed on the Gmail Promotions tab.
Marketer reading about Gmail updates

It’s about to be the busiest time of the year for email marketers, and Google has decided now is the perfect time to add in some updates. So let’s explore what’s new, and what it means for you.

First up, let’s look at the changes to Gmail’s Promotions tab as there’s been a lot of chatter about this online already. The Gmail Promotions tab is a separate inbox category where marketing emails, offers, and deals are automatically filtered so they don’t clutter the primary inbox, and there have been some changes to how this works. Then, we’ll dig into some changes to Google’s Postmaster Tool, which impacts deliverability. Promise, it’s not as scary as it all sounds.

Google’s new Promotions tab and purchase tracking

So, what’s new?

Gmail has updated its Promotions tab to prioritize “Most Relevant” emails based on engagement instead of recency and added nudges to highlight timely deals, plus a new Purchases view consolidating transactional campaigns like order confirmation and shipping emails.

This change is part of a trend that isn’t going away; mailbox providers (MBPs) are investing resource into making inboxes as useful as possible for recipients. Just the same as marketers are using AI, MBPs like Gmail are also leveraging AI and machine learning (ML) to better understand not just the content, but the context of an email.

Honestly, they’re trying to do what a lot of marketers keep failing to do: put the right content in front of the right recipient at the right time. I still see marketers doing “email blasts” to their entire lists on the regular, without any nuance. How else can providers like Gmail cut through all that noise in the inbox to make sure that their product is still useful to their users?

What does this mean for email marketers?

Firstly, don’t panic. Just like with the promotions tab, not all users are going to like this new view. There has been so much backlash in social media when things stopped being ordered chronologically – everyone hated it when Facebook did it, and the Insta feed became pretty much unusable.

Email has been around for significantly longer, and we’re all so accustomed to things appearing in date order that this is a much more noticeable and jarring change. Plenty of Gmail users are frustrated with the change and have altered their settings to not use the “most relevant” ordering.

Secondly, fighting against this is going to be a losing battle, and a waste of resource – just like when the promo tab first became a thing and everyone wanted back into the focused inbox. Instead, senders need to focus on what they do have control over. If you use sophisticated automations to send timely, relevant content to your subscribers, then mailbox providers are more likely to prioritize your emails anyway.

Gmail’s updates to deliverability and Google Postmaster Tools

What’s new with deliverability?

Google Postmaster Tools – the unsung hero of email deliverability, quietly working behind the scenes to help your emails land where they’re supposed to: the inbox. If you’re already a fan (hi, fellow nerds!), I’ve got news for you. If you’ve never heard of it, well, buckle up, because Postmaster v2 is strutting into the spotlight, and you’re gonna want to pay attention.

Let’s set the stage: unlike other mailbox providers like Yahoo or Microsoft, our Gmail overlords decided eons ago that sending individual spam reports from their users would be a meh move when it came to protecting privacy. Instead, they created Postmaster Tools, which aggregate complaint rates and tie them to your sending activity. This lets email marketers monitor their campaigns for any slip-ups without Google spilling all the beans on recipients or senders. It’s data, but not creepy data, you know? A win-win for all.

But, alas, we’ve reached the end of an era – Google’s OG Postmaster Tools were retired September 30, 2025.

Don’t panic! Google’s been prepping for this moment with v2 of Postmaster Tools – new, improved, and here to save the day. It’s got fancy new features, better reporting, AND they’ve been steadily buffing it up for over a year to make it one of the sharpest tools in the deliverability kit. Let’s talk about what’s different, why it’s exciting, and how you can make the switch without breaking a sweat.

How to access Postmaster v2 (this isn’t hard – I promise)

Already rocking v1? Great news – you don’t need to redo any verification magical rituals. Just swap that dusty old bookmark for this shiny v2 link: Postmaster Tools v2, and boom, you’re in.

First-timers? No sweat, here’s the rundown:

  1. Log in with your Google Account
  2. Add your domain
  3. Verify ownership by adding a TXT record to your domain’s DNS (sounds scary, but it’s really just a tiny bit of tech wizardry)

For Dotdigital customers, if we’re handling DNS for you, just submit a request through the form on this support article – easy peasy.

What’s new in Postmaster v2 (AKA the glow-up)

Google didn’t just slap on a fresh coat of paint here – they’ve genuinely leveled up. Let’s break it down:

1. The compliance dashboard is queen

Screenshot of Google's Postmaster Tools v2 compliance dashboard

Postmaster v2 gives you a new and more detailed compliance dashboard, giving you a clear view of your domain’s compliance with Gmail’s rules. It’s like your email’s report card – are you playing nice with Gmail, or are you in detention?

If you’re using a subdomain (fancy), keep in mind your parent domain also has to be up to snuff for full compliance.

Bonus points: The shiny new spam dashboard helps you understand Gmail’s complaint thresholds. One of the key additions to the compliance dashboard is User-Reported Spam Rate monitoring.

Google postmaster tools V2 spam complaint graph with clearly marked thresholds

The compliance breakdown covers everything from sender policy framework (SPF)/DomainKeys Identified Mail (DKIM) authentication to User-Reported Spam Rate and alignment with Domain-based Message Authentication, Reporting, and Conformance (DMARC) policies.

Keep complaints under 0.1% for an A+, but cross 0.3% regularly, and you’re headed straight to the spam folder. Postmaster v2 makes it easy to see where you stand with clear graphs that scream, “Hey, pay attention to me!”

2. Delivery errors demystified

Google postmaster tools V2 delivery errors graph with more info

Ever have emails slowed down or throttled? Been ghosted by Gmail and left wondering why? Yeah, same. Postmaster v2’s delivery error reporting is here to save your sanity. The graph is not just prettier – it’s smarter. Gmail also explains why errors happen and gives you some “here’s how to fix it” nuggets of wisdom.

3. Documentation for humans (finally)

Postmaster v2 isn’t just friendlier – it’s practically your inbox therapist. Google’s added “how-to” links, troubleshooting suggestions, and explanations that actually make sense. No tech degree required! The whole vibe feels collaborative – like Gmail desperately wants your emails to succeed and not just sit in spam purgatory.

The elephant (not) in the room: IP and domain reputation reporting

Let’s address the obvious – Postmaster v2 does not include reputation reporting for domains or IPs. Cue dramatic music.

But honestly? This isn’t super shocking. IP reputation has been fading faster than skinny jeans at a Gen Z convention, and Google’s been championing domain reputation for years. What does this mean for you? Don’t cling to the past. Adapt.

Pro tip: Be holistic with your metrics! Open rates are a solid inbox placement indicator. For Gmail, 30%+ open rates = your emails are living their best inbox lives. Single-digit open rates? Yikes, you’re likely stuck in spam limbo. Dotdigital fans, you can pull Gmail-specific open rates using the Domain Performance Breakdown in each campaign report. Trust me – it’s a game-changer.

What’s next?

The future of deliverability is pretty much the same old song: keep your emails clean, keep your practices sharp, and keep adapting. All major mailbox providers are doubling down on compliance and sending domain reputation, so expect Postmaster v2 updates to align with those trends.

Oh, and while we’re crystal ball-gazing: bet on DMARC enforcement policies (like quarantine or reject) becoming a requirement sooner rather than later. If/when that happens, you can count on v2 to step in with the support you need – you know, like your favorite co-worker who brings coffee when you’re stressed.

Final thoughts

Don’t panic about the Promotions tab updates, these changes are happening for everyone and Google is just trying to improve the user experience. Changes always feel a little jarring, but ultimately, it’s a good thing that email is continuing to evolve and remain as popular as ever.

And whether you’ve been vibing with Postmaster Tools all along or this is the first time you’re adding it to your playbook, v2 is well worth your attention. It’s smarter, sharper, and way more user-friendly. If Gmail is part of your marketing mix (and let’s be honest, it definitely is), investing time into Postmaster Tools pays big dividends for keeping your emails inbox-bound.

So, go on – grab that v2 link and start exploring. The inbox awaits!

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