Summary
While the concept of 'spam trigger words' as a definitive list is largely outdated, email deliverability and engagement are influenced by a complex interplay of factors. These include the content and wording used in subject lines and the 'from' address, sender reputation, recipient engagement, and the increasingly sophisticated algorithms employed by spam filters. Overly aggressive or misleading language, deceptive practices, and the use of elements like emojis can negatively impact deliverability. Authenticity, relevance, and building trust with recipients are crucial, as is continuous testing and optimization of email practices.
Key findings
- Outdated Trigger Words: The idea of a definitive list of 'spam trigger words' is largely a myth.
- Algorithmic Filtering: Spam filters use complex algorithms that analyze various factors beyond just trigger words, including content, sender reputation, and engagement.
- Content Matters: The quality and relevance of the content play a significant role in deliverability.
- Sender Reputation: A good sender reputation and recognizable 'from' addresses are crucial for building trust and improving deliverability.
- Engagement Impact: Low recipient engagement (low open rates) can negatively impact deliverability.
- Deceptive Practices: Deceptive or misleading subject lines and 'from' addresses can harm sender reputation and deliverability.
- Subject Line Nuance: While specific words may not always trigger spam filters, subject line wording can still influence deliverability, especially with certain providers.
Key considerations
- Subject Line Clarity: Use clear, accurate, and non-misleading subject lines.
- Authentic Sender Info: Employ a recognizable and trustworthy 'from' address.
- Engaging Content: Create relevant and engaging content that encourages recipients to open and interact with emails.
- Monitor Engagement: Actively monitor email engagement metrics to identify and address potential deliverability issues.
- Testing and Refinement: Continuously test and optimize subject lines, 'from' addresses, and content to improve deliverability and engagement.
- Avoid Triggering Elements: Consider avoiding elements like excessive punctuation, ALL CAPS, and emojis that might trigger spam filters.
What email marketers say
11 marketer opinions
While there's no definitive list of 'spam trigger words' that guarantee an email will be flagged as spam, the consensus is that using overly aggressive, salesy, deceptive, or misleading language in subject lines and from addresses can negatively impact email deliverability and engagement. Modern spam filters utilize complex algorithms and machine learning to analyze various factors beyond just keywords, including content quality, sender reputation, and recipient engagement. Therefore, authenticity, relevance, and building trust with recipients are crucial for successful email marketing.
Key opinions
- Algorithmic Filtering: Spam filters use complex algorithms that analyze various factors beyond just trigger words.
- Content Matters: The quality and relevance of the content, not just the presence of specific words, influence deliverability.
- Sender Reputation: A good sender reputation and recognizable from addresses improve deliverability and engagement.
- Engagement Impact: Low recipient engagement (low open rates) can negatively impact deliverability.
- Deceptive Practices: Deceptive or misleading subject lines and from addresses can harm sender reputation and deliverability.
Key considerations
- Subject Line Language: Avoid overly aggressive, salesy, or misleading language in subject lines.
- From Address Authenticity: Use a recognizable and trustworthy from address, avoiding fake or generic names.
- Content Relevance: Ensure content is relevant and valuable to the recipient to encourage engagement.
- Monitor Engagement: Actively monitor email engagement metrics to identify and address potential deliverability issues.
- Email Testing: Test subject lines, from addresses, and content elements to refine and optimise deliverability.
Marketer view
Email marketer from Reddit explains that it is more about the content than the terms and that if you have good content it is fine, but if it looks like advertising then it is more likely to go to spam.
1 Dec 2023 - Reddit
Marketer view
Email marketer from GlockApps shares using well known from addresses or domain names will help with email deliverability as users recognise this and are more likely to engage with your emails increasing deliverability.
9 Oct 2021 - GlockApps
What the experts say
8 expert opinions
The impact of using specific words like "Black Friday" in the from address or subject line on email deliverability and engagement is nuanced. While the idea of definitive 'trigger words' is largely outdated, subject line wording can affect deliverability, particularly with certain providers like Microsoft. However, factors beyond specific words play a role, including audience engagement and reaction, and the use of elements like emojis can negatively impact deliverability. Testing and optimization are key to refining email practices.
Key opinions
- Outdated Trigger Words: The concept of definitive 'trigger words' is largely a myth.
- Subject Line Nuance: Wording in the subject line can affect deliverability, particularly with some providers but is not always predictable.
- Engagement Matters: Audience engagement and reaction are crucial to email deliverability.
- Emoji Impact: Using elements like emojis in from names may negatively impact deliverability.
- Testing is Key: Subject line, from name and element testing should be used to help refine and optimise email deliverability
Key considerations
- Subject Line Clarity: Craft clear, non-hard-selling subject lines.
- Audience Alignment: Focus on engaging the audience and understanding their reactions to email content.
- Avoid Emojis: Consider avoiding emojis in from names to prevent potential deliverability issues.
- Testing and Refinement: Emphasize continuous testing and optimization to improve email practices.
Expert view
Expert from Spam Resource recommends a clear subject line with no hard selling to avoid spam filters.
28 Oct 2021 - Spam Resource
Expert view
Expert from Email Geeks jokes that all email she's ever gotten with an emoji in the from address has been spam.
9 Jun 2022 - Email Geeks
What the documentation says
4 technical articles
Email deliverability is significantly influenced by the accuracy, relevance, and trustworthiness of subject lines and 'From' names. Leading email platforms and standards bodies emphasize avoiding deceptive practices, excessive punctuation, and all caps, all of which can trigger spam filters and damage sender reputation. Maintaining clear communication and following established best practices are crucial for ensuring emails reach the intended recipients.
Key findings
- Accurate Subject Lines: Subject lines should accurately reflect the email's content.
- Relevant Content: Content should be relevant to the target audience.
- Avoid Deception: Deceptive subject lines can lead to emails being marked as spam.
- Minimize Triggers: Avoid excessive punctuation, symbols, and ALL CAPS in subject lines.
- Trustworthy Sender: Recognizable 'From' names help recipients know what to expect.
Key considerations
- Be Transparent: Ensure transparency and accuracy in email subject lines and sender information.
- Follow Best Practices: Adhere to established email marketing best practices and guidelines.
- Targeted Content: Tailor content to the specific interests and needs of the target audience.
- Maintain Reputation: Proactively manage sender reputation and address any potential issues promptly.
Technical article
Documentation from Mailchimp explains that using recognizable 'From' names and subject lines helps ensure your recipients know what to expect when they see your emails in their inboxes. Ensure your sender's reputation is good, and your content is tailored towards the target audience.
5 Dec 2022 - Mailchimp
Technical article
Documentation from Google Workspace Admin Help shares guidelines for bulk email senders, stating that subject lines should be accurate, relevant, and not misleading. Deceptive subject lines can lead to emails being marked as spam.
9 Sep 2024 - Google Workspace Admin Help
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