Will cannabis or alcohol related email content trigger spam filters?
Michael Ko
Co-founder & CEO, Suped
Published 12 Jun 2025
Updated 17 Aug 2025
7 min read
A common concern among email marketers, especially those in niche or regulated industries, is whether certain keywords or topics will automatically send their emails straight to the spam folder. When it comes to content related to cannabis or alcohol, this worry often intensifies. It's easy to assume that such sensitive subjects are inherently flagged by email service providers (ESPs) or mailbox providers, leading to immediate blocklisting or filtering.
However, the reality of modern spam filtering is more nuanced than simply blacklisting specific words or themes. While some older, less sophisticated filters might have relied heavily on keyword matching, today's systems are far more intelligent and adaptive. They analyze a multitude of factors to determine an email's legitimacy, moving beyond just the literal content.
My experience shows that it's rarely just about the words themselves. Instead, it's about context, sender reputation, subscriber engagement, and compliance with various policies, including those of your email service provider and the regional legal framework. Let's delve into how content, especially concerning cannabis and alcohol, is actually treated by spam filters and what you can do to ensure your messages reach the inbox.
The role of content in spam filtering
Modern spam filters prioritize user experience and consent above almost all else. Their primary goal is to deliver emails that users want to receive and to filter out unsolicited or malicious messages. This means that if your subscribers have explicitly opted in to receive content about cannabis or alcohol, and they consistently engage with your emails, the topic itself is less likely to trigger a spam flag.
For example, if you're running a legitimate business that sells craft beers or cannabis products in a legal market, and your subscribers have signed up specifically for updates on these items, the content is considered relevant. The filters are designed to differentiate between legitimate marketing from a reputable sender and unsolicited spam. This highlights why sender reputation and list hygiene are far more critical than simply avoiding a list of spam trigger words.
However, this doesn't mean content is entirely irrelevant. While modern filters don't simply block based on keywords, they do analyze the context and nature of the message. If the content, even about these topics, is presented in a way that mimics known spamming patterns—such as aggressive sales language, deceptive offers, or unsolicited solicitations—it will likely be caught by the blocklist (or blacklist) filters. This is where the reputation of your domain and IP address, alongside the overall engagement metrics, play a significant role in determining why your emails are going to spam.
Specific considerations for regulated industries
While mailbox providers themselves might not explicitly filter based on cannabis or alcohol content, there are specific considerations for businesses operating in these regulated industries. Many email service providers (ESPs) have their own Acceptable Use Policies (AUPs) that restrict or prohibit certain types of content, including those related to controlled substances or adult-oriented themes. For instance, platforms like Twilio’s messaging policy highlights restrictions on alcohol, firearms, gambling, tobacco, and other adult content.
Beyond ESPs, Internet Service Providers (ISPs) and mailbox providers (like Outlook or Gmail) often exhibit heightened scrutiny for emails with content associated with cannabis, alcohol, or other adult-oriented subjects. This isn't necessarily a moral judgment but often a reflection of risk management and threat data analysis. These industries have historically been associated with spam, scams, or potentially illegal activities, leading to more cautious filtering algorithms.
This heightened scrutiny means that even if your content is legitimate and permission-based, you might face a steeper uphill battle to establish and maintain a positive email domain reputation. It can be harder to warm up new sending IPs or domains when dealing with these topics, as the filters may be more sensitive to any signals of suspicious activity. It's crucial to ensure every aspect of your email program is impeccable.
Content-based triggers
Relying heavily on specific keywords or phrases that have been historically associated with spam, such as common spam words. Overuse of promotional language, exclamation points, or all-caps can also be red flags. This approach often leads to high spam scores regardless of the legitimate nature of the product.
Engagement metrics are often lower because the content itself might be unsolicited or perceived as irrelevant by recipients who didn't explicitly opt-in for such niche topics.
Behavioral-based deliverability
Focusing on building strong sender reputation through consistent engagement, proper authentication (SPF, DKIM, DMARC), and sending to a highly segmented, opt-in audience. Content is tailored to user preferences, reducing the likelihood of complaints or unsubscribes. Modern filters prioritize how recipients interact with your email.
High engagement (opens, clicks, replies) and low complaint rates signal to ISPs that your emails are desired, regardless of the topic. This positive behavior overrides most content-based concerns.
Beyond content: The real deliverability factors
Ultimately, your deliverability for cannabis or alcohol-related content, like any other content, hinges on foundational email marketing principles. While the topics might invite more scrutiny, ensuring robust sender reputation, proper authentication, and strong engagement are the cornerstones of inbox placement. If these elements are not in place, even the most innocuous content can land in the spam folder. Conversely, with a strong foundation, even sensitive topics can reach their intended audience.
Sender reputation is paramount. This includes the reputation of your sending IP address and domain. Factors such as spam complaint rates, unsubscribe rates, bounces, and engagement metrics (opens and clicks) all contribute to your reputation. A good reputation signals to mailbox providers that you are a legitimate sender, making them more likely to trust your emails, regardless of the subject matter.
Furthermore, proper email authentication protocols—like SPF, DKIM, and DMARC—are critical. These technical standards verify that your emails are legitimate and haven't been tampered with. Without them, your emails are far more likely to be flagged as suspicious, irrespective of content. You can find a simple guide to DMARC, SPF, and DKIM to help ensure your setup is correct.
Views from the trenches
Best practices
Maintain strict list hygiene by regularly cleaning your email lists to remove inactive or invalid addresses, reducing bounces and spam trap hits.
Segment your audience precisely and tailor content to their specific interests, leading to higher engagement rates and fewer complaints.
Implement strong email authentication protocols (SPF, DKIM, DMARC) to verify your sender identity and build trust with mailbox providers.
Monitor your sender reputation using tools like Google Postmaster Tools to identify and address any potential issues promptly.
Provide clear and easy unsubscribe options, allowing disengaged subscribers to opt-out gracefully, which reduces spam complaints.
Common pitfalls
Relying solely on keyword avoidance without addressing underlying sender reputation or engagement issues, leading to continued deliverability problems.
Sending to unengaged or purchased lists, which results in high bounce rates, spam complaints, and eventually being put on an email blocklist (blacklist).
Ignoring email authentication (SPF, DKIM, DMARC), making your emails appear suspicious and more prone to filtering.
Using aggressive sales language or deceptive tactics that trigger filters, even if the general topic is acceptable.
Failing to adapt content or sending strategy based on performance data and feedback from mailbox providers.
Expert tips
Focus on sending your emails to people who have specifically asked for it, as user engagement is the primary determinant of inbox placement, regardless of content.
Be aware that some email service providers (ESPs) might have their own acceptable use policies that restrict certain topics, so review their terms carefully.
Content can matter more in terms of risk management; some topics are more challenging to deliver because they've been historically exploited by scammers.
Pre-deployment inbox placement testing can help identify if your content's 'fingerprint' is too close to prevailing scam tactics, especially for sensitive topics.
Ensure your email infrastructure is secure and that your lists are properly permissioned; these foundational elements largely dictate whether your content matters.
Expert view
Expert from Email Geeks says spam is defined by emails users didn't request, not by specific topics. Mailbox providers prioritize delivering desired emails and filtering unwanted ones, irrespective of content.
2024-02-16 - Email Geeks
Expert view
Expert from Email Geeks says email remains a free medium, unlike social media platforms which often act as walled gardens, allowing for a broader range of discussions.
2024-02-16 - Email Geeks
Summary and best practices
In conclusion, while cannabis and alcohol-related email content might face additional scrutiny due to historical associations with spam or specific ESP policies, the core principles of email deliverability remain the same. Modern spam filters are sophisticated and focus less on isolated keywords and more on holistic sender behavior and recipient engagement.
To ensure your emails land in the inbox, regardless of their content, prioritize building and maintaining a strong sender reputation. This means sending only to opt-in subscribers, maintaining clean lists, authenticating your emails properly, and providing valuable, engaging content. Regularly monitoring your deliverability and adapting your strategy based on performance data is also crucial. For example, understanding how email blacklists actually work can help you navigate potential issues.
Remember, the goal is to be seen as a welcome sender by both your audience and the mailbox providers. By focusing on legitimate practices and a user-centric approach, you can significantly improve your chances of reaching the inbox, even with content that might be considered sensitive.
The key is proactive management and adherence to best practices, ensuring that your campaigns are not just compliant, but also genuinely desired by your recipients. This applies universally, whether you are sending about cannabis, alcohol, or any other topic.
