Snag Mail Overview

Being able to leverage content from your website is not only a great time saver, it's also a way to give prominence to all of the great information found on the website. With your website being one of your largest content assets, it only  makes sense to get the most out of it as possible.

Snag Mail is the way that you can harvest website content and place it in a mailing as a story. This is a great feature to have in your email marketing bag of tricks.


Navigate to Mailings > Create > Snag Mail to begin creating a snag mail. Because the purpose of this page is to identify the portion of a web page to use as a story in a mailing, there isn't much to do compared to using Mailing Designer. Here, the steps boil down to:

  1. Selecting the web page to snag from
  2. Identifying where on the web page the content should come from
  3. Determining what text, if anything, to precede or follow the web page content
  4. Making any substitutions, if any, to ensure that the web page content works within a mailing

As with any mailing, you also have to come up with a compelling subject line, select a target group, and test before you send.

Web Page to Snag From

This is the fully formed URL to get to the web page to snag from. http or https must be included.


Snagging works by having upper and lower markers (html tags) to use as the boundaries for the content to be snagged. These markers are excluded from the snagged content. Assuming that you'll be snagging from the same page multiple times, it's a worthwhile investment to work with your web designer to place specific tags on the page specifically for this use. This could be something like <InformzSnag> and </InformzSnag>. This way it is easy and 100% crystal clear where the content is coming from. If you don't have the wherewithal to add Informz specific tags to your page, then you have to look for consistent html tags that denote the beginning and end of the section of content that you want to pull into a mailing.

Prepend & Append

If having static text before and after the snagged content is desirable, you can put that in the prepend and append fields. As shown in the image above, providing some guidance to find additional content can be a good approach for these fields.

Search and Replace

There may be times where references made on a web page will not work well when the content is decoupled from the website. For these situations, you can use the search and replace options - there are nine - to make these swaps. The most common is to provide an externally accessible URL for images. The example below depicts that example.

This could take a bit of trial and error, so be sure to use the Test Snagging button to verify your settings. You can also use regular expressions to assist you here.

Text Version

The text version of a snag mail will be generated automatically if you leave the field blank. This is the same behavior as you find in mailing designer.

Leaving the job of creating a text version of your web page content is the most efficient course. In order to ensure that the text version of your html web page will render as best as it can, make sure that you test prior to sending.

Target Group Selection

Just like always

Template Selection

All mailings sent from Informz require a template. Select any standard template to use with your snag mail.