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Welcome to the SnapRetail Podcast! These bite-sized episodes will give you the email, social media, and website marketing advice you need to market your small business and get the most out of SnapRetail.  The information we present is delivered by our Customer Success Team, easy to understand, and Made for Main Street! 

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Feb 23, 2017

Reaching the Inbox, Not the Spam Folder

Hosted by Justin Shoup and Shelby Klick

Today’s topic we will be covering is the ever dreaded Spam Filter and the best practices on how to make sure your emails reach the inbox and not the spam folder.


  • Understand how spam filters work
  • Teach how to create an email that will be more likely to reach the inbox
  • Understand “sender reputation” 

How Spam Filters Work

  • What is an ESP or Email Service Provider?
  • What is an email client?
  • Inbox or Junk Folder, Spam Folder, or Black Hole
  • Gmail Promotions Folder
  • All ESP’s use different criteria to determine if an email will go to the inbox or somewhere else. Like the Facebook algorithm most aren’t going to give away their “secret sauce”.
  • Most use a points system. The more “bad points” you get, the more likely to not reach the inbox
  • An individual can adjust their spam settings in their client.

Create an email to reach the inbox

  • Use an even balance of images and text
  • Do not use all capital letters in the subject line
  • Do not use excessive punctuation in the subject line
  • Too many spammy words or phrases: free, credit card, urgent, etc. One call-to-action. Don’t oversell. Most of your text is going to describe the product, event, etc.

Sender Reputation/How SnapRetail helps

  • Define Sender Reputation
  • We maintain clean IPs. We do not let accounts send to purchased lists. We monitor for high unsubscribe and/or bounce rates.
  • We follow can-spam law by putting the unsubscribe link and address on all of your emails.
  • We have a good sender reputation. However, you are sending from a shared reputation.
  • If you want to start your own reputation send from an email address on your own domain. There are risks to this however.


Key Points

  • Just because one customer reports that an email didn’t reach their inbox doesn’t mean it happened to all customers. Look at your open and click rate. Did it vary from past emails?
  • When an email is opened or clicked this is looked upon positively from an ESP. When someone unsubscribes, bounces, or reports your email as spam this is looked upon negatively from an ESP. -similar to Facebook algorithm. The more engagement the more likely to reach the inbox in the future, but the more “bad actions” like unsubs the more likely to not reach the inbox. Again, our shared sender reputation helps minimize this.