Get ready for Gmail’s promotions and purchase tracking 2025 updates

Google continues to lead the way in making the user experience a priority and their recent announcement comes just in time for holiday shopping. Their latest updates include enhancing the post-shopping experience by grouping together purchases and showing the brands you engage with the most at the top of your Promotions tab.

So what does that mean for Gmail users? Let’s get into it!

The first change, that some users are already seeing, is the additional label (“Purchases”) within the Gmail menu for purchase tracking. This new view shows users all of their upcoming packages in one organized list. Gmail will continue to show the summary card with expected deliveries in the next 24 hours. No more keeping track of individual shipping notifications spread throughout the inbox!

Not only is Gmail making it easier to keep track of your purchases, they are also making it easier to find and engage with your favorite brands within the Promotions tab. In a new feature that will be rolling out over the next few weeks, Gmail will give users the option to sort their Promotions tab by ‘Most Relevant’. This view will push the brands that users are frequently engaging with to the top of the Promotions tab making it easier to read updates from senders that matter the most to them. Two recipients receiving the same content from a sender may have very different Promotions tab views depending on how they interact with that sender’s mail.

Along with the different view, Gmail has introduced ‘Deal Cards’ that highlights the deal from within the content right at the top of the email. This feature makes it easy for recipients to quickly view the exact offer they want and helps optimize visibility and engagement for marketers. Gmail is on a roll when it comes to enhancing the overall user experience and continues that by adding ‘nudges’ that remind recipients about deals from brands they regularly engage with.

If you’re ready to add deal cards to your campaigns, make sure you’ve checked off all the prerequisites to get on Gmail’s allowlist. From there, Braze can help you create Deal Cards for your campaigns so that your recipients don’t have FOMO when they’ve realized they missed a big savings opportunity.

For senders, these changes come at a time when brands are fighting to be seen in the inbox during a season where email sending is at its peak. It is recommended that senders maintain lists of highly engaged recipients (regularly opening and clicking) and continue to send them quality content that is relevant to what they have signed up to receive.

For more information check out our additional resources like our blog, previous webinars, lessons, and our Master Email Deliverability learning path. Should you prefer a more hands-on approach, Braze Deliverability Services are here to lend that helping hand.