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Do specific email keywords trigger spam filters and influence unsubscribe rates?

Summary

The impact of specific email keywords on spam filters and unsubscribe rates is a nuanced topic in email deliverability. While some words are historically associated with spam, modern spam filters (also known as blocklists) are far more sophisticated, relying heavily on sender reputation, engagement metrics, and overall email context rather than isolated keywords. High unsubscribe rates are typically driven by recipient dissatisfaction or automated mail client actions, not direct keyword-triggered spam filters.

What email marketers say

Email marketers often express concern about specific keywords triggering spam filters. While many are aware that sender reputation plays a significant role, the fear of certain words still influences content strategy. Discussions frequently revolve around unexpected unsubscribe spikes, leading to questions about whether automated systems (like spam filters) might be responsible for user opt-outs, especially when direct user action seems unlikely.

Marketer view

Marketer from Email Geeks questions the impact of specific keywords on spam filters. They inquire if words like 'scam', 'abuse', and 'waste', when used together in an email, would lead to it being flagged as spam. This reflects a common concern among marketers about content-based spam triggers and how aggressively filters interpret certain terms. Despite the sophistication of modern filters, the perception of 'spam words' persists.

19 Sep 2019 - Email Geeks

Marketer view

Marketer from Email Geeks shares an observation regarding a client's email performance. The client, despite having a high sender score (99) and a strong IP reputation, experienced a 5% unsubscribe rate from their most engaged audience. The email's content, which discussed medical fraud, sparked concern about whether content keywords might have played a role in the unexpected unsubscribes.

19 Sep 2019 - Email Geeks

What the experts say

Experts in email deliverability consistently highlight that modern spam filtering is highly sophisticated, moving beyond simple keyword matching. They emphasize that sender reputation, user engagement, and email authentication (SPF, DKIM, DMARC) are far more influential factors than specific 'spam words'. Experts also clarify that unsubscribes are typically user-initiated actions, although automated systems or security scanners can sometimes inadvertently trigger unsubscribe links, leading to unexpected list attrition.

Expert view

Expert from Email Geeks explains that using keywords like 'scam', 'abuse', or 'waste' will generally not trigger a spam filter on their own. However, they caution that if these words are combined with a 'very spammy email structure', the email might receive a slightly higher spam score. This scenario is considered an edge case, and senders should not be overly concerned unless they are involved in sending highly dubious content, such as payday loan spam.

19 Sep 2019 - Email Geeks

Expert view

Expert from Email Geeks clarifies that unsubscribes are rarely the result of spam filters. Instead, they are almost always a direct action taken by the recipient after they have viewed at least the email's subject line and pre-header. This means unsubscribe rates are primarily driven by factors such as user expectations, satisfaction with the content, the subscriber acquisition process, and the effectiveness of the email copywriting.

19 Sep 2019 - Email Geeks

What the documentation says

Official documentation from major email service providers and industry bodies outlines a sophisticated approach to spam filtering. While content analysis is part of this, the emphasis is heavily placed on sender reputation, authentication protocols (SPF, DKIM, DMARC), and user engagement signals. Documentation often provides guidelines on what constitutes a good sending practice, which collectively aims to ensure legitimate emails reach the inbox while filtering out unwanted messages.

Technical article

Documentation from Kinsta explains that emails can end up in spam folders due to a variety of factors, including content issues like suspicious keywords, but also technical problems such as poor sender reputation, lack of authentication, or even broken HTML code. It highlights that spam filtering is not solely about specific words. A holistic evaluation of the email's characteristics and sender's behavior determines its spam score.

17 Nov 2020 - Kinsta®

Technical article

Documentation from Mailmodo clarifies the common belief about 'spam words' by stating that while links with 'spammy' words can affect deliverability, they do not automatically trigger spam filters in isolation. The impact of links is part of a broader assessment of the email's overall quality and intent. Filters examine context, sender reputation, and other indicators to make a comprehensive decision.

23 May 2022 - Mailmodo

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