You crafted an engaging email with an exciting subject line—“You Won $100, Open to Claim!”—and anticipated high open rates. Instead, your email was lost in the spam folder, and you wondered why. Was it the spam keyword, like "WON $100," that triggered spam filters?
In the past, marketers were often advised to avoid a long list of “spam words” believed to trigger filters, including terms like "free," "guarantee," "winner," "cash," and "urgent." However, the landscape of email marketing is changing, and so are the rules of engagement. Let’s explore some common myths about spam words and get to know why they are a thing of the past.
What are spam words?
Spam trigger words are words or phrases that are believed to cause emails to be flagged as spam by email providers. These words are often associated with scams, gimmicks, and promises that sound too good to be true.
These words are assumed to activate the spam filters, causing your emails to land in the user's spam folder instead of their inbox.
Some examples of the words believed to fall under the category of spam words are as follows:-
| Types of spam words | Examples |
|---|---|
| Symbols or exaggerated numbers | #1 $$$ 99% 100% free |
| Words that create unnecessary urgency | Act now Claim your prize Limited time Hurry up |
| Exaggerated claims and numbers | Best offer Earn extra cash Satisfaction guaranteed Free money |
| Words that make you sound too salesy | Affordable Cheap Easy terms Special Promotion |
| Finance-related words | Accept credit cards Consolidate debt Cash bonus Low mortgage rates |
| Others | Congratulations Be your own boss Miracle Order Status |
Do spam filters actually rely on spam words?
Early spam filters primarily used predefined lists of trigger words, which led to many false positives. For example, benign phrases could mistakenly be flagged, illustrating the inadequacy of relying solely on keywords.
They have evolved and become much more sophisticated.Today's spam filters don’t just rely on spam words. They utilize advanced algorithms that learn from past email behaviors to improve spam detection. Machine learning and AI enhance spam detection by analyzing vast amounts of email data to identify patterns. These systems can quickly adapt to new spam tactics and improve their effectiveness over time.
Modern spam filters analyze multiple factors, including:
Sender reputation: The historical behavior of your domain and IP address influences deliverability. A poor reputation increases the likelihood of being flagged.
Email engagement: User interaction with your emails is crucial. If recipients frequently mark your emails as spam or ignore them, this negatively impacts your sender reputation.
Content quality: Overall email quality, including grammar and formatting, impacts spam detection; poorly crafted emails are more likely to be flagged.
Links and attachments: Filters scrutinize suspicious links or large attachments, requiring them to be trustworthy and relevant.
Blacklists and whitelists: Filters check if senders are on blacklists of known spammers or whitelists of trusted sources, impacting deliverability.
Email authentication: Implementing SPF, DKIM, and DMARC establishes trust and improves deliverability.
User feedback: User actions, such as marking emails as spam, help refine filter accuracy.
Myths about spam words
Now that we’ve established that spam words are no longer the primary culprits behind low email deliverability, it’s time to debunk more myths that continue to circulate in the email marketing world. Many email marketers still cling to outdated beliefs about what triggers spam filters, which can lead to ineffective strategies.
Let’s burst some popular myths about spam words and tell you why spam words are now a thing of the past.
Myth 1: Certain words automatically flag emails as spam
Many marketers believe that using specific words like “free,” “winner,” or “urgent” will instantly send their email to the spam folder.
The truth:
While certain words can raise a red flag, spam filters don’t rely solely on a list of forbidden terms. They analyze the overall context, frequency, and combinations of words. A legitimate email containing "free" may pass if the overall content is valuable and relevant. Thus, focusing only on avoiding specific words can lead to oversights in crafting effective emails.
Myth 2: Avoiding spam words guarantees inbox delivery
There’s a common belief that simply omitting certain words from emails is enough to ensure they avoid spam filters.
The truth:
Like we discussed in the previous point, spam filters don't rely on spam words. Factors like sender reputation, engagement metrics, and the email's overall design and content are what truly matter. A well-crafted email without spammy words can still be flagged if other factors indicate that it may be spam.
Myth 3: Including links sends emails to spam if they contain spam words
There's a belief that having links with spammy words will automatically trigger spam filters.
The truth:
While links can affect deliverability, it’s more about the quality and relevance of the links rather than the presence of specific spammy words. Legitimate emails often contain multiple links, especially in newsletters or promotional messages.
Myth 4: Emojis are always considered spam words
Many think that including emojis will send emails straight to spam.
The truth:
Moderate use of emojis can enhance engagement and express tone. However, excessive use may raise red flags. It’s important to balance emojis with the overall professionalism and context of the email.
Myth 5: Emails with attachments are always marked as spam
There's a misconception that any email containing an attachment will be flagged as spam.
The truth:
Legitimate emails with attachments can pass through filters, provided the attachments are safe and relevant. However, filters may scrutinize attachments more closely, especially if they’re large or come from unknown sources.
Myth 6: If one email is flagged, all future emails will be too
Many think that once an email address is marked as spam, all subsequent emails will always be treated the same way.
The truth:
While a negative reputation can impact future emails, it’s not permanent. Senders can recover by improving their email practices, such as increasing engagement, ensuring proper authentication, and sending valuable content. Consistency in good practices can help re-establish a positive sender reputation over time.
Myth 7: More recipients equals higher spam risk
There's a belief that sending the same email to a large number of recipients automatically increases the risk of being flagged as spam.
The truth:
The risk of being flagged depends on the quality of the email, sender reputation, and recipient engagement. If recipients value the content and engage positively, sending to a larger list can be effective.
Myth 8: Spam words can not be contextualized
Some people assume that spam filters can't differentiate between contexts, believing that the presence of a spam word is all that matters.
The truth:
Modern spam filters utilize machine learning and natural language processing, allowing them to understand the context better. They can differentiate between a legitimate use of a word and a spammy one by analyzing the surrounding content. This advanced capability means that context is crucial, and filters consider the overall message, not just isolated words.
Myth 9: Including a disclaimer makes emails spam-proof
Some believe that adding a disclaimer at the end of an email will protect it from being marked as spam.
The truth:
Disclaimers may help in certain contexts but are not a guaranteed protection against spam filters. Filters evaluate multiple factors beyond disclaimers, so they shouldn’t be relied upon as a sole strategy.
Final takeaway
Understanding the myths about spam words is key to effective email communication. While certain words can raise flags, it’s the overall context and quality of your emails that matter most. By focusing on valuable content, maintaining a clean email list, and following best practices, you can improve your chances of reaching the inbox. As email technology continues to evolve, staying informed and adaptable will help you navigate the ever-changing landscape of email marketing.
