One challenge marketers have is ensuring their email’s are avoiding the Spam folder and making it to the inbox. We’re here to help you reach more inboxes!

First, let’s start by explaining how the spam filter works. There is not one single factor that is going to put your email into spam. Not all spam filters are alike, but most spam filters work by a points system. If a component of your email is “spammy”, it gets assigned a point. The more points the email receives, the more likely it is to go to spam. When creating an email, keep these points below in mind. These are general rules that will help no matter how your customers’ spam filters work. Follow these tips and you’ll optimize the number of customers who receive your content.

Spam Folder 1: Phrases

Certain phrases in the body or subject line of your email could assign your it a spam point. One or two of these phrases are fine, but avoid having too many. Phrases like: Free!, 50% off!, Discount!, Click here, Call now!, You’re a Winner! or Satisfaction Guaranteed can trigger spam filters.

Spam Folder 2: Capital Letters

Using all capital letters or excessive punctuation in your subject line can cause your message to go to spam. Make sure the subject line accurately represents the content of the email and is specific rather than vague. For example, “New Spring Fashion Accessories Under $50” is much better than “Spring Fashion”. Also, using your company name in the subject line is a great practice that creates credibility. Try subject lines like “New Spring Fashion Has Arrived at Liberty Avenue Boutique”. The subject lines you find in our Promotion Kits are written with these best practices in mind.

Spam Folder 3: Balance of Text and Images

Use an even amount of text and images. If your email has too many images (or is simply one large image without text) it could get assigned a spam point. Including image captions is a great practice to improve your image to text ratio.

Spam Folder 4: Taking the Dive to a Company Email

Using an email address with your company domain name is better than using a free email account like Gmail, Yahoo or AOL. For example, is better than

As you start to send out marketing emails, you will begin to develop a history that email providers will use to determine whether or not to put your emails into the spam folders of your recipients.  If you send emails that follow the tips above, you will have strong credibility with the email providers and reach more inboxes.  If you send too many “spammy” emails, you will reduce that credibility and your future emails have a greater chance of being flagged as spam.

The most important thing you can do to improve and maintain your credibility is to keep your email lists clean. Sending emails to bad addresses will negatively affect your spam score. Easily remove bounced and unsubscribed email addresses in your SnapRetail account by going to the “Customers” section, then click on the group under “Notices” on the left. After clicking on the group, you’ll see a button to the delete those customers. You should never send to email addresses that you haven’t sent to for a long time.  In addition, if you import email addresses into SnapRetail from other systems, make sure to exclude any emails that have bounced or unsubscribed in the past.

If you follow these tips, you’ll see a higher deliverability rate and a better return on your emails!

If you have additional questions please contact the SnapRetail Marketing Consultants at 1-877-459-7627 or email