Meet Tie Priority: Land in Primary, and Stay There

Tie ID answers who is on your site. Tie Predict answers which of those shoppers are ready to act. Both answers assume the message reaches the shopper. Often it doesn't.

Gmail reroutes up to 90% of DTC email into the Promotions tab, and only about 20% of shoppers look there on a given day. Campaigns that land in Primary generate 2 to 8 times more revenue per send than those landing in Promotions. Same list, same creative, same offer. The variable is visibility.

We built Tie Priority to close that gap. Today we’re releasing a new version of it.

Priority’s AI agents read the sender signals Gmail weighs, continuously optimize Klaviyo templates for Primary placement, and adjust warmup and audience eligibility the moment domain reputation slips. Placement and reputation run as one loop.

Tie Priority is now also self-serve and standalone. You can get a free inbox placement audit and run your first two Priority campaigns without a contract, a card, or a call with sales.

What's changed in email deliverability

For years, brands treated deliverability as a hygiene problem. Authenticate the domain, keep the list clean, avoid spam-trigger words, check a dashboard every so often. That approach worked when inbox filtering was simpler and the cost of a bad send was mostly reputational.

Gmail's classifier changed the math. Dozens of sender signals brands cannot see now decide placement, and Gmail reweights them continuously. A campaign that reached Primary in March can land in Promotions in April with nothing on the brand's side having changed.

Deliverability platforms report what happened. Consultants review an account weekly at best. Both produce a diagnosis; neither makes a change. By the time a dip shows up on a dashboard, several sends have already gone out against it.

Brands can see the problem. What costs them money is the lag between Gmail changing something and the brand doing something about it. For most brands that lag runs days or weeks, compounding with every send.

From reporting to acting

We first released Priority last year as Promo Tab Protection, to test whether a content treatment applied inside Klaviyo could move campaigns from Promotions into Primary, and whether revenue followed. It did. OluKai moved nine campaigns into the Primary inbox within 24 hours and generated more than $55,000 in incremental revenue.

What brands asked for next was durability. Getting into Primary once is a project. Staying there and avoiding the dip as Gmail's filtering shifts, as list health moves, and as send volume grows is an operating problem.

Priority monitors placement and reputation continuously, retests when Gmail's behavior changes, and acts on findings. When reputation slips, they tighten warmup intensity and campaign audiences together, then loosen both as reputation recovers. They typically clear in a single campaign what used to take days or weeks.

Priority runs on the same identity graph behind Tie ID and Tie Predict: more than 280 million U.S. consumers and billions of behavioral, demographic, and intent signals.

Send order is where that shows up most. Gmail watches how the first recipients react to a campaign, so Priority uses Tie Predict scores to send to the shoppers most likely to open and click first. Strong early engagement tells Gmail the campaign belongs in Primary, and the rest of the list follows in waves behind it. It is one of several placement levers Priority runs, and no other deliverability tool has it.

How Tie Priority works

Like the rest of Tie, Priority plugs into your existing stack. It doesn't replace your ESP, and it doesn't change your campaign creative.

1. Health check. Tie audits your Klaviyo account and returns a 0 to 100 deliverability score with a recommended path: no action needed, ready for Priority, or warm-up needed. It takes about 30 minutes.
2. A test on your own campaigns. Pick sends already on your calendar. Priority adjusts the templates for Primary placement and holds back a control group inside each send, so the lift you see is measured against your own list rather than estimated.
3. Ongoing optimization. Once the test proves out, Priority expands across your program. Its agents watch placement and reputation, adapt when Gmail changes, and keep a holdout in every campaign so you can see the impact on every send.

Creative, flows, and templates stay untouched. There's no new platform to learn, no developer lift, and no change to how or when you send. Most brands reach Primary within two campaign sends.

How we prove it

Every Priority figure is measured against a holdout inside the same send, with the same creative, the same audience, and the same send time, so nothing else can explain the difference. Because mail privacy features register opens the recipient never performed, we judge tests on clicks.

Recent results, each measured that way:

• Fair Harbor more than doubled click-through and carried the gain down the funnel to a 49% lift in site conversion.
• Tennis Express sent three campaigns in four days. All three beat the baseline, with an average revenue lift of 80% and a range of 37% to 160%.
• Ridge improved revenue 18%, click rate 26%, and open rate 60% across multiple campaign tests.
• Buffy lifted Primary-inbox placement to 75% and turned it into $60,000 of incremental revenue without changing a subject line, a template, or a sending domain.

Start free, with your own campaigns

Deliverability is one of the rare marketing problems where a quick test proves the upside. So that is how Priority now works.

Any brand on Klaviyo can get a free inbox placement audit: a tab-level read on where recent sends landed across Primary, Promotions, Updates, and Spam, current domain reputation, and the specific elements in existing templates that are pushing campaigns out of Primary.

From there, run two free test campaigns. Pick two sends already on the calendar. The first finds the best way for your brand to land in the Primary inbox. The second scales the winner and measures it. Design, copy, and offer do not change.

What comes out is a revenue number from your own list, measured against your own control group. You keep the report whether or not you continue. No contract, no card, and nothing to migrate.

Brands that want to keep going can continue on a Priority-only plan without adopting the rest of the platform. Priority is also available on every Tie plan for brands already running Tie ID or Tie Predict.

Making sure the work gets seen

Ecommerce teams have spent a decade getting better at the message: better segmentation, better timing, better creative, and recently, better intent scoring. All that work cashes out at the inbox. A message targeted perfectly and delivered to Promotions earns a fraction of what the same message earns in Primary.

With the right solution, placement is also the fastest layer to fix, because it doesn’t require changing strategy. Priority makes sure the shoppers you have identified actually see what you send, and keeps making sure of it as Gmail changes underneath you.

If you're on Klaviyo, you can find out where your campaigns are landing today, for free, and have a measured revenue number by your next send. Get started now.