If you send newsletters, promos, or regular emails, you’ve probably noticed Gmail is making some meaningful changes, and they’re not just minor tweaks.
Over the past weeks, Google rolled out updates that reshape how users see promotional content and how purchase-related messages are surfaced. For creators, marketers, and anyone building an email audience, it’s time to adapt.
Here’s what’s new, and why it matters.
What’s Changing in Gmail
There are two key updates that interact in interesting ways:
“Most relevant” is now the default in the Promotions tab
Gmail is shifting away from strictly chronological order in the Promotions tab. Instead of newest-first, emails will be sorted by how relevant Gmail thinks they are to the recipient.
That relevance will be judged by signals like past engagement (opens, clicks, interactions), how recently someone has engaged with that sender/brand, and whether the content is timely (e.g., limited-time offers).
Some nudges/highlights will also surface: offers that are expiring soon, etc. Gmail wants to help users avoid missing important content and updates.
A new “Purchases” view for transactional / purchase-related email
Google is adding a dedicated view in Gmail that pulls together all purchase and order-related messages: confirmations, receipts, shipping notifications, tracking updates. The goal is to let users see what they’ve bought and what’s arriving in a unified place.
There’s also a feature for “Arriving Soon” packages (shipping soon or arriving within 24 hours), summary cards for delivery statuses, etc.
Why These Changes Matter (for beehiiv Writers & Senders)
These updates shift some of the levers of visibility inside Gmail. It’s not just getting into the Promotions tab anymore; it’s about where inside that tab, when, and how prominently your email shows up.
Here are the implications:
Engagement is more important than ever.
If Gmail rewards senders by how engaging past content has been, then subject lines, content, relevance to your audience, and getting people to open & click are absolutely critical. Low open rates might push your messages further down in the “most relevant” view or risk obscurity.List hygiene & segmentation are no longer optional.
Bloated lists with many inactive or undeliverable addresses are a liability. Gmail’s relevance sorting will punish senders whose list engagement drops. Keeping your list clean (suppressing unengaged users, removing your bounces), and segmenting your audience based on activity will help your content stay prominent.Timing & urgency can work to your favor (or backfire).
Because of the “Arriving Soon” or expiring-offer highlighting, time-sensitive content has more chance to stand out, if your audience trusts you enough to interact. But this also means that if your timing is off, or your content doesn’t feel urgent or aligned, you may get buried.Transactional emails have their own space now.
That’s good news. If you send receipts, shipping updates, confirmations, etc., those will be more visible in a dedicated “Purchases” view. But that also means marketing/promotional content has to compete more strategically. If users expect transactional clarity and quick updates, you’ll need to make sure your promos don’t interfere with or get lost among “purchase” stuff.User preference still matters, but defaults are powerful.
Many users won’t change defaults. So Gmail setting “most relevant” as the default for Promotions means senders need to assume that’s what most people will see. But there will be users who switch back to “most recent,” so it's wise to retain good practices there too, for those who scroll or rely on chronology.
What beehiiv Believes
At beehiiv, we’ve always championed the idea that emails are more than “just sent.” They must be opened, read, engaged with, and valued. Gmail’s updates reinforce exactly that. It’s a reminder that success in email is more about relationships than reach.
We believe creators who invest in knowing their audience – what they want, when they want it, and how they like it – will be the ones who benefit most from this shift. Those who send generic promos hoping for passive opens may see their visibility decline.
Final Thoughts
These Gmail changes aren’t just adjustments to UI. They represent a deeper evolution in how email providers are valuing relevance, and how users will discover your message. As defaults shift toward relevance over recency, the senders who win will be the ones who consistently deliver content that resonates.
If you’re on beehiiv and want help auditing your newsletter strategy in this new era, examining your open rates, re-engagement flows, email content, etc., we’d love to help!
Check out more at: https://blog.google/products/gmail/one-stop-purchase-tracking-in-gmail/
