Summary
Articles listing spam words to avoid are considered bad advice because modern spam filters are sophisticated and analyze numerous factors beyond just keywords. These factors include sender reputation, authentication, list hygiene, subscriber engagement, and overall sender behavior. Focusing solely on avoiding specific words is an oversimplification and distracts from the more critical aspects of email deliverability, such as creating high-quality, relevant content that subscribers want to receive, maintaining a clean and engaged email list, and building a positive sender reputation.
Key findings
- Outdated and Oversimplified: Spam word lists are often outdated and don't reflect the complexity of modern spam filtering.
- Holistic Approach Needed: Deliverability depends on a holistic approach that includes content, engagement, authentication, and list hygiene.
- Reputation is Key: Sender reputation significantly impacts deliverability; build it through wanted mail and positive engagement.
- Content Matters Most: High-quality, relevant content is more critical than avoiding spam words.
Key considerations
- Prioritize Content Quality: Focus on creating valuable and engaging content that your audience wants to receive.
- Maintain List Hygiene: Regularly clean your email list to remove inactive subscribers and reduce spam complaints.
- Implement Authentication: Use email authentication protocols (SPF, DKIM, DMARC) to verify your identity and improve deliverability.
- Track Engagement: Monitor your email engagement metrics to understand what resonates with your audience and identify areas for improvement.
- Build Sender Reputation: Focus on sending wanted mail and providing value to build a positive sender reputation.
- Test and Iterate: Test your email campaigns and adjust your strategy based on the results.
What email marketers say
8 marketer opinions
Articles listing spam words to avoid are considered bad advice primarily because they are often outdated and oversimplified. Modern spam filters utilize sophisticated algorithms that analyze numerous factors beyond just keywords, such as sender reputation, authentication, list hygiene, and subscriber engagement. Focusing solely on avoiding specific words can be distracting and less effective than concentrating on creating high-quality, relevant content and building a strong sender reputation through positive subscriber interactions. Ultimately, providing value to subscribers and maintaining a clean and engaged email list are more critical for achieving good deliverability.
Key opinions
- Outdated Advice: Lists of spam trigger words are often outdated and don't reflect the complexity of modern spam filters.
- Focus on Content: High-quality, relevant content is more important than avoiding specific words.
- Sender Reputation: Sender reputation, built through authentication and positive engagement, is a key factor in deliverability.
- List Hygiene: Maintaining a clean and engaged email list is crucial for avoiding spam complaints.
- Engagement Matters: Subscriber engagement (opens, clicks, replies) significantly impacts deliverability.
- Holistic Approach: A holistic approach focusing on various factors is more effective than solely avoiding spam words.
Key considerations
- Content Quality: Prioritize creating high-quality, valuable content that resonates with your audience.
- Authentication: Implement email authentication protocols (SPF, DKIM, DMARC) to verify your identity as a sender.
- List Management: Regularly clean your email list to remove inactive or unengaged subscribers.
- Engagement Tracking: Monitor your email engagement metrics (open rates, click-through rates, unsubscribe rates) to identify areas for improvement.
- Real-World Testing: Conduct real-world testing of your email campaigns to assess deliverability and identify potential issues.
- Reputation Monitoring: Monitor your sender reputation to ensure your emails are being delivered to the inbox.
Marketer view
Email marketer from GMass explains that while spam trigger words still exist, the algorithms used by spam filters have become more sophisticated. Email marketers should now be more concerned with authentication, sender reputation, and engagement metrics.
23 Feb 2025 - GMass
Marketer view
Email marketer from the Marketing Land Forum says that focusing on great content and high engagement are far more important than trying to avoid every spam word.
15 Nov 2023 - Marketing Land Forum
What the experts say
4 expert opinions
Articles listing spam words to avoid are considered bad advice because they are often outdated and fail to reflect the complexity of modern spam filtering systems. Experts emphasize that focusing on creating good content, practicing effective list management, and maintaining legitimate business practices are significantly more important than obsessing over specific 'spam words'. Modern spam filters use advanced methods beyond simple keyword detection, making the concept of a definitive list of words to avoid obsolete.
Key opinions
- Outdated Information: Lists of spam trigger words are frequently outdated and no longer accurate.
- Complex Filtering: Modern spam filtering systems are too complex to be bypassed by simply avoiding specific words.
- Content is King: Good content, good list management and legitimate practices are more important than obsessing over spam words.
Key considerations
- Focus on Quality: Prioritize creating engaging and valuable content for your audience.
- List Hygiene: Maintain a clean and up-to-date email list to minimize spam complaints.
- Legitimate Practices: Adopt ethical email marketing practices and ensure your business is legitimate.
- Avoid Obsession: Don't obsess over spam word lists. Focus on broader deliverability best practices.
Expert view
Expert from Spam Resource explains that focusing on good content, good list management, and legitimate business practices are much more important than obsessing over a list of 'spam words'.
1 Apr 2022 - Spam Resource
Expert view
Expert from Email Geeks mentions that articles listing "8 million spam words to avoid" is bad advice.
1 Sep 2023 - Email Geeks
What the documentation says
3 technical articles
Articles listing spam words to avoid are considered bad advice because modern spam filters use sophisticated methods that analyze factors beyond just keywords. Documentation from Spamhaus, Google Postmaster Tools, and Microsoft SNDS emphasizes that sender reputation, spam complaint rates, sending wanted mail, and overall sender behavior are more critical for deliverability than simply avoiding specific words. Focusing solely on keyword avoidance is an oversimplification and an ineffective strategy.
Key findings
- Complex Filters: Modern spam filters analyze numerous factors beyond keywords.
- Reputation Matters: Sender reputation and behavior are critical for deliverability.
- Spam Complaints: Low spam complaint rates are essential.
- Wanted Mail: Sending wanted email leads to better deliverability.
Key considerations
- Build Reputation: Focus on building a positive sender reputation through good sending practices.
- Reduce Complaints: Minimize spam complaints by sending relevant and wanted content.
- Monitor Performance: Monitor your sender reputation and spam complaint rates regularly.
- Authentification: Make sure your emails are correctly authentificated.
Technical article
Documentation from Spamhaus explains that modern spam filters are sophisticated and analyze numerous factors beyond just keywords. They indicate that focusing solely on avoiding specific words is an oversimplification of how spam filtering works, and that reputation and sender behavior play a more significant role.
23 Jul 2022 - Spamhaus
Technical article
Documentation from Google Postmaster Tools highlights the importance of low spam complaint rates. While not directly addressing spam words, they implicitly suggest that focusing on sending wanted mail will lead to better deliverability than trying to outsmart filters with keyword avoidance.
1 Apr 2025 - Google
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