Make sure your newsletter lands in your subscribers’ inboxes and doesn’t get caught in corporate filters by keeping a list of spam trigger words handy.
Email subject lines play a crucial role in the email delivery system. Emails are delivered to inboxes based on a combination of the subject lines, content, and sender’s reputation. Sometimes, engagement (such as whether your reader opens the email) is also factored into this filter.
Filters review your email as a whole, so even using one spam trigger word can have consequences. Utilizing words like “affordable” or “thousands” just a few times in your subject line and content can be enough to get your email filtered as spam.
Subject line spam trigger words are also applied to the newsletter content. As a newsletter email marketer, having a list of spam trigger words within arm’s reach is essential. While occasionally using a trigger word might not hurt your delivery rate—if you already have a good reputation with the local server delivery system—being practical about finding great synonyms is still vital.
Words like “free” are discouraged, and Orlando Web Wizard recommends avoiding them altogether or not using them in combination with other trigger words such as “trial,” “quote,” “sample,” “access,” etc. These combinations can land your newsletter in the junk box or filter it out before it even reaches the email box. While the word “free” might increase open rates when it does get delivered, it’s a gamble.
In case you weren’t aware, spam filters work by assigning ratings to your email newsletter. Using the word “free” in the subject line with an otherwise harmless email might be okay if you have a good delivery record with that particular mail server. However, if you use it repeatedly or combine that subject line with an ALL CAPS subject line and use symbols to disguise another trigger word within your email, it could be filtered out or sent to the spam box.
Best Practices for Email Deliverability
While avoiding spam trigger words is important, there are other best practices you should adopt to improve email deliverability:
Watch the Subject Line
- Avoid using all caps, excessive punctuation, or red fonts.
- Use a Reliable Email Service Provider
- Ensure you’re using a reputable provider to send your emails.
- Use Links Carefully
- Don’t overdo it with too many links in your email.
- Keep Your Emails Short
- Brevity helps avoid appearing spammy.
- Avoid Attachments
- Use links to downloadable content instead.
Tips to Avoid Spam Filters
- Don’t Write Subject Lines in ALL CAPS It looks unprofessional and spammy.
- Avoid Spelling Mistakes
- Check your content thoroughly before sending.
- Don’t Plea with “Open Me!”
- This can come across as desperate and misleading.
- Don’t Deceive Readers with False Promises
- Build trust with honest and clear messaging.
- Don’t Give Away Everything in Your Subject Line
- Entice readers to open the email to learn more.
- Don’t Use One-Word Subject Lines
- Make them informative and relevant.
- Nix Excessive Punctuation
- It can trigger spam filters.
- Don’t Add “Re:” to Deceive Readers
Misleading tactics hurt your credibility.
Utilize This Spam-Checking Tool:
Orlando Web Wizard recommends a spam-checking tool called “Mail Tester.” Use this tool to find “How spammy is this newsletter?” Click the link provided to view your score. If you’re a client and don’t understand the scoring, feel free to send me a message or call for assistance.
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