Summary
The overwhelming consensus is that words like 'vaccine' or 'covid' do not directly and significantly impact email deliverability in modern spam filtering systems. Instead, deliverability is governed by a multitude of factors, with sender reputation, recipient engagement, and email authentication (SPF, DKIM, DMARC) being the most critical. While smaller, custom filters might block specific words, large-scale filters focus on overall sending behavior. A strong sender reputation can often overcome the presence of potentially problematic keywords. Maintaining clean lists, sending relevant content, and monitoring user feedback are also important for ensuring good deliverability.
Key findings
- Reputation is King: Sender reputation is the most crucial factor influencing deliverability.
- Engagement Matters: Recipient engagement (opens, clicks, etc.) is a key signal for spam filters.
- Authentication is Essential: Proper email authentication (SPF, DKIM, DMARC) verifies sender identity and improves deliverability.
- Content Less Critical: The presence of specific words is less important than overall sender behavior and recipient engagement.
- Smaller Filters Exist: Custom or smaller filters may block specific words, but this is not typical for large-scale systems.
- Holistic Evaluation: Spam filters analyze numerous signals, including sender history, content, and user feedback.
Key considerations
- Build Strong Reputation: Focus on building and maintaining a positive sender reputation through consistent sending practices.
- Engage Your Audience: Create engaging and relevant content that encourages recipients to interact with your emails.
- Authenticate Your Emails: Implement SPF, DKIM, and DMARC to authenticate your emails and prevent spoofing.
- Clean Your Lists: Regularly remove inactive or disengaged subscribers from your email lists.
- Monitor Feedback: Pay attention to user complaints and feedback to identify and address potential deliverability issues.
- Test Your Content: Although not the primary concern, test your content with spam filters and seed lists to identify any potential issues.
What email marketers say
13 marketer opinions
The impact of words like 'vaccine' or 'covid' on email deliverability is complex and not solely determined by the presence of these keywords. Modern spam filters focus on a multitude of factors, including sender reputation, recipient engagement, email authentication (SPF, DKIM, DMARC), and user complaints. While some smaller-scale filters or IT departments might block specific terms, large-scale spam filters and reputation engines typically prioritize sender behavior and recipient interaction. Focusing on building a strong sender reputation, ensuring recipients want the emails, maintaining clean lists, and adhering to email authentication best practices is more effective than simply avoiding certain words.
Key opinions
- Holistic Evaluation: Spam filters evaluate sender reputation, engagement, and authentication, not just keywords.
- Reputation Matters: A strong sender reputation is crucial for good deliverability.
- Engagement is Key: Recipient engagement (opens, clicks) significantly impacts deliverability.
- Authentication Helps: Proper email authentication (SPF, DKIM, DMARC) verifies sender identity.
- Smaller Filters May Block: Some smaller filters or IT departments might block specific terms, but this is less common on a large scale.
- Keywords are Signals: Specific keywords can be a signal to filters, especially when combined with other negative factors.
Key considerations
- Build Reputation: Prioritize building a positive sender reputation by sending valuable and wanted content.
- Engage Recipients: Focus on strategies to increase recipient engagement, such as personalized content and relevant offers.
- Authenticate Emails: Implement SPF, DKIM, and DMARC to authenticate your emails and verify your identity.
- Maintain Clean Lists: Regularly clean your email lists to remove inactive or disengaged subscribers.
- Monitor Feedback: Pay attention to user complaints and feedback to identify and address potential issues.
- Content Quality: While keywords are not the primary factor, ensure your content is relevant, engaging, and provides value to your subscribers.
Marketer view
Email marketer from Litmus explains that deliverability has become complex, with spam filters becoming sophisticated. Sender reputation, email authentication and engagement metrics are key for reaching inboxes.
18 Oct 2023 - Litmus
Marketer view
Email marketer from Mailjet Blog explains that while content is important, focusing solely on keywords is not the key to deliverability. They suggest prioritizing recipient engagement and list hygiene.
31 Aug 2021 - Mailjet Blog
What the experts say
2 expert opinions
The answers highlight that while specific words can sometimes trigger email filters, the larger issue influencing deliverability is often the sender's reputation and overall sending practices. One example shows even legitimate emails containing blocked words can be affected. However, a good sender reputation makes it less likely that words like 'covid' will cause deliverability problems. Therefore, focusing on establishing strong sending practices and a positive reputation is paramount.
Key opinions
- Word-Based Filters Exist: Specific words can sometimes trigger email filters.
- Reputation Overrides Words: A good sender reputation mitigates the negative impact of specific words.
- Inbox Placement Matters: Low inbox placement rates often exacerbate deliverability issues related to content.
Key considerations
- Good Sending Practices: Focus on following established best practices for email sending.
- Establish Reputation: Prioritize building and maintaining a positive sender reputation.
- Avoid Sketchy Content: Be aware that while a good reputation helps, avoid using words that are clearly associated with spam.
Expert view
Expert from wordtothewise.com explains that while specific words can trigger filters, the larger issue is often a low inbox placement rate. If a sender has a good reputation, using words like 'covid' is less likely to be a problem. Focusing on good sending practices is important.
18 Nov 2021 - wordtothewise.com
Expert view
Expert from Email Geeks shares an example of a company that blocked Viagra, even when an executive couldn’t get email from his wife reminding him to pick up a prescription.
8 Jul 2022 - Email Geeks
What the documentation says
4 technical articles
Email deliverability, according to documentation from Google, Microsoft, RFC, and Sparkpost, depends on numerous factors. While content may play a role, sender reputation, user feedback/complaints, and email authentication (SPF, DKIM, DMARC) are critical. Building a positive sender reputation by sending wanted, relevant content, maintaining clean mailing lists, and proper email authentication are consistently recommended.
Key findings
- Multifactorial Analysis: Spam filters consider multiple factors beyond just content.
- Sender Reputation is Paramount: A positive sender reputation is consistently highlighted as crucial.
- Email Authentication is Key: Proper email authentication (SPF, DKIM, DMARC) is essential for verification.
- User Feedback Matters: User complaints and feedback influence spam filtering decisions.
Key considerations
- Build Positive Reputation: Focus on building a positive sender reputation by sending wanted mail.
- Send Relevant Content: Ensure content is relevant and wanted by the recipients.
- Maintain Clean Lists: Regularly clean email lists to remove inactive or disengaged subscribers.
- Implement Authentication: Properly implement SPF, DKIM, and DMARC for email authentication.
Technical article
Documentation from Microsoft explains that their SmartScreen Filter analyzes various signals, including content, sender reputation, and user feedback, to identify spam. They recommend focusing on sending relevant and wanted content, maintaining a clean mailing list, and authenticating emails properly.
6 Jul 2023 - Microsoft
Technical article
Documentation from Google Postmaster Tools explains that Google's spam filters consider numerous factors, including sender reputation, user complaints, and email authentication. They advise focusing on building a positive sender reputation by sending wanted mail and following best practices.
29 Nov 2024 - Google
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