You’re crafting an email, excited to share your latest offer, but then… silence. Your email lands in the spam folder, never reaching your audience. It’s a common frustration, and often, the culprit is lurking within your email copy: spam trigger words. These are seemingly harmless words or phrases that can raise red flags with spam filters, sinking your perfectly crafted messages into digital oblivion. It’s not about having malicious intent; sometimes, a single word can set off the alarms.
This isn’t about guesswork, it’s about data and understanding how spam filters work. You’ve likely spent time and effort building your email list, and you deserve to connect with your audience. The good news is, you can avoid these pitfalls by simply becoming aware of these troublesome words. This article will help you navigate these tricky waters, arming you with knowledge on what to avoid so your emails consistently reach their intended destinations. With a bit of know-how, you can keep your messages out of the spam folder and into your customer’s inboxes.
Why Spam Filters Matter
Before we dive into specific words, let’s take a moment to understand why spam filters exist. In the early days of email, spam was a huge issue. People were getting hundreds of unwanted messages each day. Spam filters became a way to block these messages. They act as the gatekeepers of your inbox, evaluating each incoming email and determining whether it’s legit or not. These filters use algorithms that scan emails for specific keywords, phrases, and patterns. If they find enough things that look like spam, your email will be sent to the spam folder.
Think of it like airport security. They are not trying to keep you from reaching your destination, but they need to make sure things are safe for everyone else. The spam filter is not trying to block your emails; it’s simply looking for signals that could point to spam.
What are Spam Trigger Words?
Spam trigger words are words, phrases, and even formatting choices that, when used in emails, can cause spam filters to flag a message as unwanted or potentially harmful. These words often relate to sales pitches, unbelievable offers, or suspicious schemes. They can range from explicit terms to more subtle marketing language that has been overused by spammers. While these words are not always a surefire ticket to the junk folder, they certainly add risk to your email deliverability.
Spam filters are constantly being updated to detect new tactics used by spammers. Because of this, words that were fine yesterday might not be safe today. It’s a constant race, and staying on top of it is very important for your email marketing success.
Types of Spam Trigger Words
Spam trigger words can be put into a few different categories. Understanding how these different categories operate can help you better understand the context behind them and give you a leg up in avoiding their use.
Sales-Focused Words
These are words that often appear in sales-oriented emails. While it’s normal for a sales email to have some focus on sales, too much can cause a spam filter to jump to the wrong conclusion. They are often used in messages that sound too good to be true, which can come across as spam. Words in this group tend to be:
* “Buy”
* “Order”
* “Price”
* “Discount”
* “Special Offer”
* “Limited Time”
* “Free”
* “Guarantee”
* “Bargain”
* “Cash”
Overly Promotional Words
This group of words includes phrases that go beyond simple sales talk. They make promises that may seem improbable, which makes them more likely to be flagged. If a product is actually what you claim it to be, you don’t need to use overly promotional terms to make it sell. These words can be:
* “Amazing”
* “Incredible”
* “Miracle”
* “Best-selling”
* “Unbelievable”
* “Revolutionary”
* “Ultimate”
* “Winner”
* “Unique”
* “Exclusive”
Urgency and Pressure Words
These words push people to buy right away. They create a sense of panic, and spammers often use this tactic to trick people. Filters are trained to spot this, so it’s best to be aware of it:
* “Act now”
* “Don’t miss out”
* “Hurry”
* “Last chance”
* “Time is running out”
* “Limited quantities”
* “Final offer”
* “Once in a lifetime”
* “Urgent”
* “Now only”
Financial and Money-Related Words
These words often appear in scams related to investments or loans. Filters will look for these words. If your email copy includes them, it might be interpreted as a scam attempt.
* “Money”
* “Debt”
* “Loan”
* “Income”
* “Investment”
* “Profit”
* “Earn”
* “Financial freedom”
* “Millionaire”
* “Opportunity”
Deceptive Words and Phrases
These words often try to deceive people with false information. Filters pick up on these often, so you’d best be aware of them. Examples are:
* “Click here”
* “Dear friend”
* “This isn’t spam”
* “You have been selected”
* “Congratulations”
* “Winner”
* “Claim your prize”
* “Hidden”
* “Secret”
* “Password”
Health-Related Words
Emails about health products or remedies are often looked at with caution by spam filters. These words can cause issues:
* “Weight loss”
* “Cure”
* “Diet”
* “Miracle”
* “Detox”
* “Herbal”
* “Natural”
* “Pills”
* “Treatment”
* “Therapy”
Email Formatting and Structure
It’s not just about words; formatting can matter too. Using too many exclamation points (!!!) or writing in all caps can cause a spam filter to activate. The overuse of colored text and odd font choices might also trigger a filter. Spam filters look for patterns that are often seen in spam emails, not only words. It’s good to keep your copy neat, clean, and easy to read.
The Problem with Lists of Spam Trigger Words
Many articles just give a long list of words to avoid, but this approach has a serious flaw. Simply avoiding a word isn’t always the best plan. The context in which you use these words matters the most. It’s not a matter of just never using certain words; it’s about using them carefully and sparingly. Spam filters are smarter than simple word checks, and they look at the overall message and how you use these words.
The Importance of Context
Context means that where you put a word, why you put it there, and how you format the words around it can determine if your email is read or goes straight to spam. A word that would look bad in an overly-promotional email might work perfectly well in a more measured, customer-centric email. It’s the intent and the way you use the words that makes all the difference. If you’re writing to genuinely help your customers and not just push a sale, then your emails will be much less likely to trigger a spam filter.
For example, the word “free” by itself can be a huge problem. But if you’re offering a genuinely free service as part of a larger offer, then you can use “free” as part of that specific context. As long as your email does not have other things that look like spam, you will likely be just fine.
Beyond Simple Keyword Avoidance
Here are some best practices to use in your email marketing copy to avoid the spam folder. Following them consistently can do wonders for your overall email marketing efforts.
Use a Conversational Tone
Write like you are talking to a friend. Avoid using marketing jargon. Use easy-to-understand language, and make your message sound like a genuine conversation. This makes your emails feel more human and less like a spam sales pitch. Instead of “Our unique offering will revolutionize your workflow,” consider something like, “We’ve got a new tool we think you’ll find useful.”
Be Specific and Clear
If you are offering a discount, say what the discount is and what it applies to. The same goes for free offerings; be clear about what is being offered and why. Specificity helps build trust and avoid looking like spam. Instead of “Get a free gift,” try “Get a free ebook when you sign up for our newsletter.”
Focus on Value
Show your audience how you can help them. Focus on the benefits of your products or services, not just the features. By focusing on value, you help make a case for your product in a natural, non-spammy way. Instead of “This is the best-selling product,” try “This product will help you save time and effort.”
Use Personalization
A generic email that could apply to anyone is a sure way to trigger spam filters. Personalize your emails by using the customer’s name, mentioning previous interactions, or referring to their interests. This shows you care and builds trust, which spam filters understand. Instead of “Dear customer,” try “Hi [Name], we hope you are doing well.”
Test and Analyze
Before sending out your emails, test them on several email accounts to see if they land in spam. There are many tools that you can use to help with this testing process, and it is worth your time to make sure your copy is good. Use A/B testing to see how different wordings work and analyze your results. By testing, you can find issues and make changes before sending them to your entire contact list.
Maintain Clean Lists
Clean your email list regularly. Remove inactive subscribers and those who have marked your emails as spam. A clean list helps improve your sender reputation, making it less likely that your emails will land in spam folders. If you send emails only to people who want them, you make your efforts count much more.
Stay Updated
Keep up with the latest rules and best practices. Spam filters change often, so you need to stay updated. Always be aware of what is happening so you can adjust accordingly. Subscribing to email marketing blogs and following email experts online is a good way to keep up to date.
A New Approach to Avoiding Spam
Instead of just avoiding certain words, think of your email copy as a conversation. Try to make it sound real, make it sound honest, and make it sound helpful. When you write from this perspective, you’ll naturally avoid many of the traps that cause emails to be marked as spam. Here’s how to do it:
Prioritize User Experience
Your goal is not to sell, but to make your message sound helpful. That’s why it’s crucial to focus on the user and what they need. When you do this, your emails are going to come off as genuine and valuable, rather than just a push for sales. Your emails should be written to improve the experience of the user, not just make you more money. If you try to think like this, the rest will follow easily.
Be Honest and Open
If your product has downsides, don’t be afraid to admit it. People value honesty. If you hide faults from your product, you will likely end up losing your customers’ trust. If you own up to your problems, people will see your intent as honest, not shady. Try to show you’re not just trying to get a sale, but that you are actually trying to help.
Encourage Interaction
Encourage your readers to reply to your emails. Ask for feedback. Make them a part of the conversation. Building a good relationship with your customers is much better for the long run than pushing for sales. People often like to be asked what they think about a product, and you can use it to gain valuable information about how to improve your business.
Focus on the Long Game
Instead of just trying to get a single sale, try to build a relationship. Think of each email as a chance to create a good connection with your audience. When you start to write from this long-term perspective, you will naturally use more helpful, human language rather than a typical sales pitch. In the long run, this will create much more value for your business.
Use Storytelling
Share stories instead of just stating facts. A good story will make your email copy much more interesting and engaging. Instead of just saying that your product is “amazing,” tell a short story of how someone used it to solve a problem. People remember stories much better than facts, and it helps create a human connection.
Turning Spam Trigger Words into Opportunities
The concept of “spam trigger words” should not scare you, but rather challenge you to think of a better way to communicate. When you start to focus on the value you give, the words will flow easier. Use them as a way to think of how to word things better, and try new ways of putting your message out there. Don’t take them as restrictions, but more like gentle guidance for more effective copy.
Challenge Assumptions
The fact that a word is listed as a “spam trigger” doesn’t mean you can’t use it, but rather that you need to think about how you can use it more naturally. When writing, always ask yourself why you are using a specific word and how else you could have written that sentence.
Get Creative
Try to find new and interesting ways to make your message more engaging, less salesy, and ultimately more useful. Maybe there’s a way to say something that most people haven’t thought of. This will help make your email copy stand out and be more likely to be read.
Focus on Clarity
By focusing on clarity and conciseness, you are more likely to put out messages that are more helpful and less likely to be marked as spam. Try to say more with less. Do this consistently, and you will improve your email marketing efforts and customer relations.
Putting it All Together
Avoiding spam filters is about much more than just removing specific words from your copy. It’s about being more thoughtful about how you approach your email marketing. Put the customer experience first. Focus on building genuine connections. And try to be honest and open in all that you do. When you make these changes, you’ll naturally avoid many of the common traps that send emails to the junk folder. And you’ll be well on your way to making better email marketing campaigns.
A Final Word on Better Email Communication
The days of relying on tricks and gimmicks in email marketing are fading. Today, success in email marketing is all about building relationships, providing real value, and engaging with your audience in a genuine way. Forget about “spam trigger words” and focus on the human side of communication. When you write with a true desire to help your audience, your emails will make it to the inbox, and more importantly, they’ll resonate with your readers.
