Summary
The consensus from experts, marketers, and official documentation is that focusing primarily on avoiding 'spam trigger words' is an outdated and largely ineffective approach to email deliverability. Modern spam filters employ sophisticated algorithms that analyze a multitude of factors, with sender reputation, authentication, user engagement, and the overall context and tone of the email being significantly more important. While content still matters, it's just one piece of the puzzle. Prioritizing these other elements will have a greater impact on inbox placement.
Key findings
- Outdated Strategy: Relying heavily on spam trigger word lists is an outdated and ineffective strategy for achieving good email deliverability.
- Sophisticated Algorithms: Modern spam filters use complex algorithms that go beyond simple keyword detection.
- Reputation Matters Most: Sender reputation and IP reputation are crucial determinants of email deliverability.
- Engagement is Key: User engagement with your emails (opens, clicks, replies) significantly impacts deliverability.
- Holistic Approach: A holistic approach, focusing on sender reputation, authentication, engagement, and relevant content, is more effective than avoiding specific words.
Key considerations
- Build a Strong Reputation: Prioritize building and maintaining a positive sender and IP reputation through consistent sending practices and good email hygiene.
- Authenticate Your Emails: Implement email authentication protocols (SPF, DKIM, DMARC) to verify your sender identity and improve deliverability.
- Focus on Engagement: Create compelling and engaging content that encourages users to interact with your emails.
- Segment and Personalize: Segment your email list and personalize your messages to improve relevance and engagement.
- Maintain List Hygiene: Regularly clean your email list to remove inactive or unengaged subscribers, reducing your bounce rate and improving your sender reputation.
What email marketers say
8 marketer opinions
The prevailing sentiment is that focusing solely on 'spam trigger words' is an outdated and ineffective approach to email deliverability. Modern spam filters rely on sophisticated algorithms that analyze a multitude of factors, including sender reputation, authentication, user engagement, and content context. While trigger words may still play a minor role, prioritizing overall email quality, providing value to subscribers, maintaining a clean email list, and building trust with recipients are significantly more important for ensuring emails reach the inbox.
Key opinions
- Outdated Concept: The concept of 'spam trigger words' as a primary factor in spam filtering is largely outdated.
- Holistic Approach: Modern spam filters use sophisticated algorithms that consider numerous factors beyond simple keywords.
- Sender Reputation: Sender reputation and IP reputation are crucial for email deliverability.
- Engagement Matters: User engagement with emails (opens, clicks, replies) significantly impacts deliverability.
- Content Quality: Providing relevant, interesting, and personalized content is more effective than avoiding specific words.
Key considerations
- Focus on Value: Prioritize providing value to subscribers through relevant and engaging content.
- Build Trust: Establish trust with recipients by obtaining explicit permission to send emails.
- Maintain List Hygiene: Regularly clean email lists to remove inactive or unengaged subscribers.
- Authenticate Emails: Implement email authentication protocols (SPF, DKIM, DMARC) to verify sender identity.
- Monitor Reputation: Actively monitor sender reputation and IP reputation to identify and address any issues.
Marketer view
Email marketer from HubSpot Blog responds that trigger words are part of the equation but not the only determinant. They advise marketers to focus on overall email marketing best practices, including personalization, segmentation, and deliverability.
13 Sep 2024 - HubSpot Blog
Marketer view
Email marketer from Reddit user r/marketing explains that they generally ignore spam trigger word lists and concentrate on making sure they send personalised email to customers to increase engagement.
19 Mar 2023 - Reddit
What the experts say
5 expert opinions
Experts agree that focusing solely on 'spam trigger words' is an outdated and ineffective approach to email deliverability. Modern spam filters employ sophisticated algorithms that consider context, sender reputation, user engagement, and authentication. While content matters, it is only one component, and avoiding specific keywords is less impactful than establishing a good sender reputation and consistent sending practices.
Key opinions
- Outdated Concept: Relying on 'spam trigger words' is an outdated and ineffective strategy.
- Sophisticated Filters: Modern spam filters use complex algorithms beyond simple keyword detection.
- Holistic Assessment: Spam filters evaluate a wide range of criteria, including sender reputation, authentication, and user engagement.
- Content is a Component: Email content matters, but it's just one component of deliverability.
Key considerations
- Sender Reputation: Prioritize building and maintaining a positive sender reputation.
- Authentication: Implement email authentication protocols (SPF, DKIM, DMARC).
- Consistent Practices: Establish consistent and responsible email sending practices.
- Focus on Engagement: Encourage user engagement and build trust with your audience.
Expert view
Expert from Word to the Wise shares that spam filters do not simply block emails based on keywords alone. They evaluate a wide range of criteria. Reputation, authentication and subscriber engagement are key to inbox placement.
18 May 2024 - Word to the Wise
Expert view
Expert from Word to the Wise explains that the content of your email matters, but it is only one component of your email’s deliverability. Authentication, reputation and consistent sending practices are also important.
20 Jul 2024 - Word to the Wise
What the documentation says
4 technical articles
Official documentation from Spamhaus, Google Postmaster Tools, Microsoft, and RFC emphasizes that modern email filtering systems do not primarily rely on 'spam trigger words.' Instead, they focus on factors like sender reputation, authentication, network analysis, and overall sending behavior to identify and filter spam. Maintaining a strong sender reputation and adhering to email authentication standards are critical for deliverability.
Key findings
- No Reliance on Keywords: Major spam filtering systems do not primarily rely on 'spam trigger words'.
- Sender Reputation is Key: Sender reputation is a significant factor in email deliverability.
- Complex Algorithms: Email filtering algorithms are complex and consider a wide range of factors.
- Focus on Infrastructure: Spamhaus focuses on identifying spam servers, networks, and domains, not content.
Key considerations
- Prioritize Reputation: Focus on building and maintaining a positive sender reputation.
- Implement Authentication: Implement SPF, DKIM, and DMARC email authentication.
- Monitor Sending Behavior: Monitor your email sending practices to ensure compliance with best practices.
- Understand Filtering: Understand that modern email filtering is complex and not based on simple keyword checks.
Technical article
Documentation from RFC explains that they make no reference to spam trigger words. They focus on how mail servers should operate to protect against spam by checking sender reputation, authentication and other mechanisms.
24 Sep 2023 - RFC-Editor
Technical article
Documentation from Google Postmaster Tools shares that sender reputation plays a significant role in deliverability. While it doesn't directly address trigger words, it implies that a good sender reputation can outweigh the impact of a few potentially problematic words.
18 Nov 2024 - Google
What are spam trigger words and how do they impact email deliverability?
How can I effectively avoid spam filters when sending emails?
Are spam trigger word lists still relevant for email deliverability?
Do email spam filters scan image content and QR codes?
How effective are RBLs and blocklists for preventing spam in 2022?
What words and phrases are considered spammy and trigger spam filters?
Are spam trigger words, PDF attachments, and links bad for email warm-up and deliverability?
What APIs and tools can check email content for spam triggers before sending?
