Ensuring that your emails reach the inbox without being flagged as spam is crucial. Spam filters have evolved beyond simply catching certain keywords; they now use complex algorithms that analyze email content, sender reputation, and engagement patterns. However, avoiding certain “spam trigger” words is still a foundational step in improving deliverability.
This guide provides a curated list of common spam trigger words across key industries, while also offering deeper insights into modern strategies to optimize email content and bypass evolving spam filters.
Spam filters today don’t just rely on individual words. Instead, they use advanced algorithms that evaluate an email's context, reputation, and historical data. That said, many spam triggers still contribute to lower deliverability rates, especially when combined with other negative factors like high bounce rates, low engagement, or poor sender authentication.
By refining your language and focusing on value-driven, personalized content, you can reduce the risk of emails being marked as spam.
These three statistics highlight the importance of steering clear of these words and the negative impact of failing to do so:
While the following trigger words are frequently caught by spam filters, context is key. Use these words carefully and always focus on providing value over hard-selling.
1. Sales and Marketing
In this industry, being overly promotional can land your emails in the spam folder. Avoid aggressive sales tactics and the following words:
Strategy: Instead of focusing on promotions, highlight how your product or service meets the specific needs of your audience. Personalize offers based on previous interactions to build trust.
Examples:
2. Finance and Banking
Emails from financial institutions can trigger filters due to their sensitive nature. Be cautious with these words:
Strategy: Focus on transparency and credibility. Instead of using words like "Apply now," provide clear, factual information about the financial services you offer. If certain terms are unavoidable, ensure the email is personalized and sent only to engaged subscribers.
Examples:
3. Health and Wellness
Emails promoting health products are often flagged due to overpromising or exaggerated claims. Be wary of words like:
Strategy: Avoid making sensational claims. Instead, offer scientific evidence or testimonials to substantiate your product’s effectiveness. Create value by focusing on how your product can improve the recipient’s life over time, rather than promising immediate results.
Examples:
4. E-commerce and Retail
Retailers often face challenges due to the high volume of promotional emails. Avoid these common words:
Strategy: Use storytelling and customer testimonials to drive conversions instead of relying on discounts and sales-heavy language. Highlight the benefits of your products and how they align with customer preferences.
Examples:
5. Technology and Software
Tech companies often trigger filters by using terms that suggest aggressive marketing or spammy tactics. Avoid these words:
Strategy: Focus on demonstrating the value of your solution rather than offering freebies or promotions. Detailed case studies or ROI-focused content will engage readers without appearing spammy.
Examples:
6. Travel and Hospitality
Promotional travel emails can easily be flagged by filters. Be cautious with these terms:
Strategy: Personalize travel offers based on customer preferences and past interactions. Focus on the experience rather than the price point to engage recipients in a more meaningful way.
Examples:
7. Gambling
Gambling-related emails are high-risk for spam filters. Avoid the following words:
Strategy: Instead of focusing on guaranteed wins, emphasize responsible gaming and highlight user experiences. Showcase testimonials or case studies to build trust.
Examples:
8. iGaming
Similar to gambling, iGaming emails often trigger spam filters. Avoid these words:
Strategy: Focus on loyalty rewards, user engagement, and experience rather than one-off promotions. Highlight user satisfaction and in-game achievements to keep the tone engaging and responsible.
Examples:
While avoiding trigger words is important, modern email deliverability goes far beyond just word choices. Here are some advanced strategies that specialists should integrate into their email marketing processes:
To optimize email deliverability, it’s essential to combine strategic word choices with a holistic approach. Avoid spam trigger words where possible, but don’t rely solely on word lists. Instead, focus on building a strong sender reputation, authenticating your emails, and creating engaging, value-driven content. By implementing these strategies, you can improve deliverability and ensure your clients' messages consistently reach their intended recipients.
