Summary
Including compensation amounts in survey email subject lines does not automatically trigger spam filters; deliverability depends on various factors. A positive sender reputation, built through strong authentication (SPF, DKIM, DMARC), high audience engagement, and a clean, opted-in email list, is crucial. While keywords like 'free' and '$' can increase spam scores if used excessively, overall context and relationship with the recipient are more important. Experts recommend segmenting audiences, A/B testing, using spam checkers, and adhering to email provider policies to ensure deliverability.
Key findings
- Reputation is Paramount: A good sender reputation is the most significant factor in avoiding spam filters.
- Authentication Matters: Proper email authentication (SPF, DKIM, DMARC) is essential for verifying legitimacy and improving deliverability.
- Engagement Drives Deliverability: High audience engagement (opens, clicks) signals that emails are valuable and not spam.
- List Quality is Key: A clean, opted-in email list reduces spam complaints and improves deliverability.
- Context and Relationships: The context of the email and relationship with the recipient are more important than specific keywords.
- Testing is Important: A/B testing helps optimize subject lines and content for better engagement and deliverability.
- Compensation Can Improve Opens: Mentioning compensation amounts can lead to higher open rates, particularly for smaller, engaged audiences.
- User Engagement Focus: Google, Microsoft and other email providers use user engagement metrics to help determine what is spam.
Key considerations
- Maintain a Clean List: Regularly remove unengaged subscribers and manage bounces.
- Ensure Opt-in: Only send emails to subscribers who have explicitly opted in.
- Implement Authentication: Configure SPF, DKIM, and DMARC records correctly.
- Monitor Reputation: Track IP and domain reputation to identify and address issues.
- Test Your Emails: Use spam checkers to identify potential issues before sending.
- Segment Your Audience: Tailor messaging to specific segments to improve relevance and engagement.
- Avoid Spammy Tactics: Do not use all caps, excessive exclamation points, or misleading subject lines.
- Comply with Policies: Adhere to the sending policies of major email providers.
What email marketers say
10 marketer opinions
Including compensation amounts in survey email subject lines does not automatically trigger spam filters, but several factors influence deliverability. A good sending reputation, strong authentication (SPF, DKIM, DMARC), high audience engagement, and clean email lists are crucial. While using words like 'free' and '$' might raise concerns if used excessively, the overall context and recipient relationship are more important. Segmentation, A/B testing, and following best practices for opt-in processes are also recommended.
Key opinions
- Reputation Matters: A strong sender reputation significantly reduces the likelihood of being marked as spam, even with potentially triggering words.
- Authentication is Key: Proper email authentication (SPF, DKIM, DMARC) helps ISPs verify the legitimacy of your emails, improving deliverability.
- Engagement is Critical: High audience engagement, including opens and clicks, signals to ISPs that your emails are valuable and not spam.
- List Quality Impacts Deliverability: A clean, opted-in email list with actively engaged subscribers improves deliverability and reduces spam complaints.
- Context Matters: The overall context of the email and the relationship with the recipient are more important than individual keywords.
- Testing is Recommended: A/B testing subject lines and email content allows you to gauge recipient response and optimize for deliverability.
Key considerations
- Clean List Regularly: Maintain a clean email list by removing unengaged subscribers and handling bounces promptly.
- Verify Opt-in: Ensure you have clear opt-in processes and send emails only to subscribers who have explicitly given you permission.
- Authenticate Your Email: Implement SPF, DKIM, and DMARC to authenticate your email and improve your sender reputation.
- Monitor your Sender Score: Your sender score comes from your IP address and domain, and is based on your authentication, bounce rates, spam complaints, and list health.
- Test Before Sending: Use a spam checker to test your subject line and email content before sending to a large audience.
- Segmentation: Segment your audience and tailor your messaging to increase engagement and relevance.
Marketer view
Email marketer from Litmus Blog explains that while certain words might be flagged, the primary factors determining deliverability are authentication (SPF, DKIM, DMARC) and sender reputation. They emphasize the importance of building a strong sending reputation by consistently engaging recipients.
23 Jan 2025 - Litmus Blog
Marketer view
Marketer from Email Geeks shares that their tests showed higher open rates with subject lines mentioning the money offering without affecting deliverability, especially with users who had recently engaged with their emails.
27 Jul 2022 - Email Geeks
What the experts say
5 expert opinions
Including compensation amounts in survey email subject lines is less likely to trigger spam filters if you have an established relationship with recipients and maintain a good sender reputation. Proper email authentication (SPF, DKIM, DMARC) is essential for deliverability, and focusing on user engagement and context is more effective than avoiding specific words. While spam checkers can ease concerns, experts don't anticipate significant issues with this type of content.
Key opinions
- Relationship Matters: Having a prior relationship with recipients reduces the risk of emails being marked as spam.
- Authentication is Crucial: Proper email authentication (SPF, DKIM, DMARC) is essential for improving deliverability.
- Reputation Over Keywords: Managing sender reputation and user engagement is more important than focusing on specific words.
- Content Matters: Suggests mentioning the compensation amount may result in higher open rates
Key considerations
- Build Relationships: Focus on building relationships with your audience to improve engagement and trust.
- Implement Authentication: Ensure proper email authentication (SPF, DKIM, DMARC) is in place to improve deliverability.
- Prioritize Engagement: Focus on user engagement and provide valuable content to improve your sender reputation.
- Use Spam Checkers: Use spam checkers before sending to ease any concerns.
Expert view
Expert from Email Geeks suggests that if there is a relationship with the recipients, there is less to worry about in terms of spam triggers when mentioning money in the subject line or body.
23 Jan 2025 - Email Geeks
Expert view
Expert from Word to the Wise emphasizes that proper email authentication (SPF, DKIM, DMARC) is crucial for deliverability. Implementing these standards helps ISPs verify the legitimacy of your emails and reduces the likelihood of being marked as spam, regardless of the specific words used in the subject line.
28 May 2022 - Word to the Wise
What the documentation says
3 technical articles
Major email providers like Google and Microsoft, as well as anti-spam organizations like Spamhaus, prioritize user engagement, sender reputation, and overall sending practices over specific keywords in subject lines, including mentions of compensation. They focus on spam complaints, ease of unsubscribing, content, and infrastructure, recommending senders monitor their IP reputation and comply with sending policies to avoid blacklisting.
Key findings
- User Engagement Focus: Google relies heavily on user engagement metrics to determine spam classification.
- Comprehensive Spam Filtering: Microsoft uses various factors like user complaints, content, and sending practices for spam filtering.
- Holistic Approach: Spamhaus considers content, sender reputation, and infrastructure to identify and block spam sources.
- Key Metrics: Key metrics are spam complaints, ensuring users can easily unsubscribe and monitoring sender reputation.
Key considerations
- Monitor Reputation: Regularly monitor your IP reputation and address any negative feedback or complaints.
- Comply with Policies: Adhere to the sending policies of major email providers to avoid being flagged as spam.
- Enable Easy Unsubscribe: Ensure recipients can easily unsubscribe from your emails to reduce spam complaints.
- Address Complaints: Promptly address any spam complaints to maintain a positive sender reputation.
Technical article
Documentation from Spamhaus provides a list of factors contributing to spam filtering, including content, sender reputation, and infrastructure. While they do not specifically mention compensation in subject lines, they warn against suspicious content and practices that could lead to blacklisting.
31 May 2023 - Spamhaus
Technical article
Documentation from Microsoft SNDS (Smart Network Data Services) explains that spam filtering is based on a variety of factors, including user complaints, content, and sending practices. They recommend monitoring your IP reputation through SNDS and ensuring compliance with their sending policies.
21 Aug 2023 - Microsoft SNDS
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