Summary
The impact of mentioning COVID-19 in emails on deliverability is nuanced and has evolved. Early in the pandemic, some ISPs temporarily blocked emails containing COVID-19 related terms due to a surge in scams. While direct filtering based solely on these keywords is now less common, the topic can still indirectly influence deliverability due to heightened scrutiny and the potential for negative user engagement. Experts emphasize the importance of a good sending reputation, engaged subscriber lists, clear and vetted information, and adherence to email authentication protocols like DKIM, SPF, and DMARC. Maintaining consistent sending practices and avoiding sensationalized content are also crucial.
Key findings
- Initial Blocking: Some ISPs initially blocked emails with COVID-19-related terms due to a surge in scams.
- Reduced Direct Filtering: Direct filtering based solely on COVID-19 keywords is less prevalent now.
- Indirect Influence: The topic can still indirectly influence deliverability due to heightened scrutiny and user engagement.
- Reputation Matters: A good sending reputation and engaged subscribers are crucial for deliverability.
- No Keyword Penalty: Email providers generally don't directly penalize specific keywords like 'COVID-19'.
Key considerations
- Content Sensitivity: Handle COVID-19-related content sensitively to avoid triggering spam filters.
- Authentication: Ensure proper email authentication (DKIM, SPF, DMARC) to improve deliverability.
- Clear Messaging: Focus on clear and authentic communication to build trust with recipients.
- Valuable Information: Provide valuable information and avoid sensationalizing the topic.
- Consistent Volume: Maintain consistent sending practices and avoid sudden spikes in volume.
What email marketers say
10 marketer opinions
While directly filtering emails based on COVID-19 mentions is less prevalent now, its impact on deliverability is nuanced. Early in the pandemic, some ISPs temporarily blocked such emails due to scams. Currently, deliverability is more influenced by overall email practices, sender reputation, and user engagement. Sensitive handling of content and adherence to email authentication protocols are crucial.
Key opinions
- Initial Filtering: Some ISPs initially filtered emails with COVID-19 related terms due to increased scams.
- Decreased Direct Filtering: Direct filtering based solely on COVID-19 mentions is now less common.
- Indirect Impact: The topic can still indirectly affect deliverability due to heightened scrutiny and potential for negative user engagement.
- Reputation Matters: A good sender reputation and engaged subscriber list are essential for deliverability.
Key considerations
- Content Sensitivity: Handle COVID-19 related content sensitively to avoid triggering spam filters.
- Authentication: Ensure proper email authentication (DKIM, SPF, DMARC) to improve deliverability.
- Clear Messaging: Focus on clear and authentic communication to build trust with recipients.
- Valuable Information: Provide valuable information and avoid sensationalizing the topic.
- Monitor Engagement: Monitor subscriber engagement to ensure list quality and reduce complaints.
Marketer view
Email marketer from Reddit user u/EmailExpert123 shares that they noticed a slight dip in deliverability when using COVID-related terms early in the pandemic, but it normalized as long as their sending practices were clean and their list was engaged.
10 Nov 2023 - Reddit
Marketer view
Marketer from Email Geeks shares that they haven't seen Covid-19 related words impacting deliverability lately. Generally, if the email setup is correct, kosher, and the email is consented-to, words like that alone should not cause a problem.
28 Mar 2024 - Email Geeks
What the experts say
2 expert opinions
The impact of mentioning COVID-19 in emails on deliverability is debated. One expert asserts it's not an issue, while another suggests that while not directly blocked, increased scrutiny on email content related to COVID-19 means clear, vetted information and a good sending reputation are essential.
Key opinions
- Conflicting Opinions: Experts hold differing views on the direct impact of COVID-19 mentions on email deliverability.
- Increased Scrutiny: The topic of COVID-19 may lead to increased scrutiny of email content.
Key considerations
- Vetted Information: Ensure information is clear and vetted when discussing COVID-19.
- Sending Reputation: Maintain a good sending reputation to mitigate deliverability risks.
Expert view
Expert from Word to the Wise, Laura Atkins, responds that while not a direct block, the topic of COVID-19 increased scrutiny on email content. Therefore, using clear, vetted information and having a good sending reputation are key to maintaining deliverability when referencing the pandemic.
24 May 2021 - Word to the Wise
Expert view
Expert from Email Geeks simply says it's definitely not a thing.
22 Jun 2022 - Email Geeks
What the documentation says
3 technical articles
While documentation from Google, Microsoft, and Spamhaus indicates that there's no direct keyword-based penalty for mentioning COVID-19 in emails, deliverability can be indirectly affected. Google highlights that sudden spikes in sending volume related to trending topics can impact sender reputation. Microsoft's SmartScreen Filter analyzes content and sending patterns, potentially filtering emails perceived as suspicious. Spamhaus monitors for spam campaigns exploiting trending topics, emphasizing compliance with best practices.
Key findings
- No Direct Keyword Penalty: Google, Microsoft, and Spamhaus do not directly penalize emails based on the keyword 'COVID-19'.
- Sender Reputation Impact: Sudden increases in email volume related to trending topics can negatively affect sender reputation (Google).
- Content and Pattern Analysis: Microsoft's SmartScreen Filter analyzes email content and sending patterns to identify suspicious emails.
- Exploitation Monitoring: Spamhaus monitors for spam campaigns that exploit trending topics.
Key considerations
- Maintain Consistent Volume: Avoid sudden spikes in email sending volume, especially related to trending topics (Google).
- Avoid Suspicious Patterns: Ensure email content and sending patterns are not perceived as suspicious by filters (Microsoft).
- Comply with Best Practices: Adhere to email sending best practices to avoid being flagged as spam (Spamhaus).
Technical article
Documentation from Microsoft explains that Microsoft's SmartScreen Filter analyzes email content and sender reputation. While not explicitly targeting Covid-19 related terms, emails perceived as suspicious due to content or sending patterns might be filtered.
16 Sep 2023 - Microsoft
Technical article
Documentation from Google Postmaster Tools states that while specific keywords aren't directly penalized, sudden spikes in sending volume related to trending topics like Covid-19 can affect sender reputation. Maintain consistent sending practices to mitigate risks.
4 Aug 2021 - Google
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