Spam Trigger Words to Avoid in Email Marketing

Email marketing is a powerful tool to build relationships, engage with your audience, and drive conversions. However, even the most well-crafted emails can end up in the spam folder if you’re not careful. One of the key factors that spam filters look for is the use of specific “trigger words” that are commonly associated with unsolicited or suspicious emails.

These spam trigger words, when used excessively or without context, can cause email service providers (ESPs) like Gmail, Yahoo, and Outlook to flag your message as spam, reducing your email deliverability rates and engagement. To help you avoid this pitfall, we’ve compiled a comprehensive list of spam trigger words to steer clear of, along with strategies on how to craft emails that are authentic, engaging, and less likely to be filtered as spam.

Why Spam Trigger Words Matter

Spam filters are designed to protect users from unwanted and potentially harmful emails. These filters evaluate a wide range of factors, including the content of the email, sender reputation, and recipient engagement. One critical factor is the presence of words or phrases that are often used by spammers. When these words are detected, the chances of your email landing in the spam folder increase dramatically.

While using a spam trigger word or two won’t automatically send your email to the spam folder, repeated use of these words—especially in combination with other spam-like behaviors such as deceptive subject lines, poor sender reputation, or a lack of email authentication—can raise red flags with ESPs.

Categories of Spam Trigger Words

Spam trigger words can be grouped into several categories, each related to different types of email content that are frequently associated with spam. Below is a breakdown of these categories and a list of specific words to avoid.

1. Financial-Related Spam Trigger Words

Financial offers are commonly used in spam emails, especially those promising quick wealth or “too-good-to-be-true” deals. Emails containing financial-related spam trigger words may be flagged as spam if they seem suspicious or misleading.

Examples of financial trigger words:

  • Cash
  • Earn money
  • Extra cash
  • Income
  • Investment
  • Lowest price
  • Make money fast
  • Money back
  • Save big money
  • Unsecured credit
  • Free stock
  • Stock alert
  • No fees
  • Billion dollars
  • Double your income
  • Easy income
  • Increase sales

How to avoid: Instead of using vague or exaggerated financial claims, focus on the tangible value you can provide your audience. For example, rather than saying “Earn money fast,” explain the benefit clearly: “Increase your revenue with our proven business strategies.”

2. Free or Discount Offers

“Free” is one of the biggest spam trigger words out there. While offering something for free or at a discount is a legitimate marketing strategy, excessive use of the word “free” or similar phrases can lead to your email being flagged.

Examples of “free” related trigger words:

  • Free
  • Free gift
  • Free info
  • Free access
  • Free consultation
  • Free membership
  • 100% free
  • No cost
  • Absolutely free
  • Bargain
  • Best deal
  • Bonus
  • Complimentary
  • Save up to

How to avoid: You can still convey the value of your offer without overusing the word “free.” Try phrases like “complimentary” or “no-cost trial,” and avoid using all caps or excessive exclamation marks in your subject line (e.g., “GET THIS FREE GIFT NOW!!!”).

3. Urgency and Pressure Words

Creating a sense of urgency can drive engagement and conversions, but when it’s overdone or feels manipulative, it raises red flags for both recipients and spam filters. Words that pressure users into taking immediate action are often associated with spammy or deceptive tactics.

Examples of urgency trigger words:

  • Act now
  • Limited time offer
  • Hurry
  • Don’t miss out
  • Offer expires soon
  • Last chance
  • Final notice
  • Urgent
  • Time-sensitive
  • Once in a lifetime
  • Deadline
  • Instant

How to avoid: Instead of pressuring your audience with words like “hurry” or “final notice,” try using genuine scarcity or exclusivity in your messaging. For instance, you can say: “Only 3 spots left for our premium course” instead of “Hurry, limited time offer.”

4. Sensational Promises or Claims

Emails that contain exaggerated claims, hyperbole, or sensational promises are prime candidates for spam filtering. Words that seem too good to be true or unrealistic can quickly lower your credibility and harm your email deliverability.

Examples of sensational trigger words:

  • Guaranteed
  • Miracle
  • Once in a lifetime
  • Risk-free
  • Winner
  • Amazing
  • Best price
  • Lowest price
  • 100% satisfaction
  • Incredible deal
  • Prize
  • Promise you
  • You won
  • This isn’t a scam

How to avoid: Instead of making sweeping promises, focus on measurable results or testimonials. For example, instead of saying “Guaranteed results in 24 hours,” you could say “Over 90% of our clients see improvement within a week.”

5. Clickbait and Deceptive Phrases

Emails that trick or deceive recipients into opening them are often flagged by spam filters. These emails tend to include clickbait subject lines or ambiguous phrases that mislead users about the email’s content. Many of these phrases are also designed to entice users into clicking a link without fully understanding what they’re getting into.

Examples of clickbait trigger words:

  • Click here
  • Act immediately
  • Information you requested
  • This won’t last
  • You are a winner
  • Congratulations
  • Claim your prize
  • Order now
  • Click below
  • Meet singles

How to avoid: Be transparent in your subject line and email copy. Instead of saying “Click here to win a free iPhone!” you could use something like “Learn more about our exclusive giveaway.”

6. Health and Medical Claims

Emails offering miracle cures or making dubious health claims often trigger spam filters, as these types of emails are frequently associated with scams. If you’re in the health industry, you need to be cautious about how you phrase your offers to ensure they don’t come across as exaggerated or false.

Examples of health-related trigger words:

  • Cure
  • Weight loss
  • Fat burner
  • Lose weight
  • Miracle cure
  • 100% safe
  • No prescription needed
  • Get rid of
  • Best price on medications
  • Enhances your
  • Medical breakthrough
  • Pain-free

How to avoid: If you’re promoting health-related products or services, focus on credible, science-backed information. Use testimonials, case studies, or references to scientific research rather than making unverified claims.

7. Legal and Insurance Offers

Emails offering legal services, insurance, or financial aid are also prone to being flagged, particularly when they make unsubstantiated claims or promote unsolicited services. This is often because they can seem deceptive or predatory in nature.

Examples of legal/insurance trigger words:

  • Legal
  • Settlement
  • Claim
  • Attorney
  • Apply now
  • Instant approval
  • Credit card offers
  • Life insurance
  • No obligation
  • Apply for a loan
  • Consolidate debt

How to avoid: Be straightforward in your messaging and provide clear, honest information. Avoid using legal jargon or sensational terms that could come off as aggressive or misleading.

8. Risk-Free and Refund Claims

The words “risk-free” and similar terms that promise refunds or money-back guarantees can trigger spam filters, especially if the overall tone of the email seems too promotional or overly aggressive.

Examples of refund-related trigger words:

  • Risk-free
  • Money-back guarantee
  • 100% satisfaction
  • Refund
  • Get your money back
  • Satisfaction guaranteed
  • No questions asked

How to avoid: While offering a guarantee can build trust, overuse of “risk-free” or “money-back” can seem suspicious to spam filters. Consider toning down the language and focusing on the value of your offer rather than the guarantee itself.

9. Technical Words and Spam Tactics

Some technical terms and phrases, especially those associated with email marketing tricks or internet scams, are commonly flagged by spam filters. These words often indicate deceptive behavior, phishing attempts, or scams.

Examples of technical trigger words:

  • Unsubscribe
  • This isn’t spam
  • Opt-out
  • Email marketing
  • Increase traffic
  • Internet marketing
  • No hidden fees
  • Web traffic
  • SEO
  • Fast cash
  • Success

How to avoid: Ensure transparency in your email copy and avoid using language that might raise suspicion. When discussing technical topics, be clear, precise, and transparent to build credibility.

10. Miscellaneous Spam Words

There are other general spam trigger words that don’t fit neatly into the above categories but still carry a high risk of being flagged by spam filters. These words are frequently found in unsolicited emails and should be avoided when possible.

Examples of miscellaneous spam words:

  • Access
  • Apply now
  • As seen on
  • Call now
  • Cancel at any time
  • Cheap
  • Compare rates
  • Get it now
  • Instant access
  • Join millions
  • Meet singles
  • No strings attached
  • Refinance
  • Shopping spree

How to avoid: Keep your emails relevant and clear. Instead of using generic terms like “Get it now,” offer specific calls to action that explain what the recipient will gain: “Download our free eBook on marketing trends.”

Best Practices for Avoiding Spam Filters

While avoiding spam trigger words is essential, it’s just one part of the puzzle when it comes to improving your email deliverability. Here are some additional best practices:

  1. Use a Recognizable Sender Name: Ensure your sender name reflects your brand so recipients recognize and trust your emails.
  2. Avoid ALL CAPS and Excessive Punctuation: Subject lines with all caps or too many exclamation points (e.g., “FREE GIFT NOW!!!”) are more likely to be flagged as spam.
  3. Craft Clear and Honest Subject Lines: Subject lines that accurately reflect the content of the email will help build trust with your audience and ESPs.
  4. Maintain a Good Text-to-Image Ratio: Balance your emails between text and images, with an ideal text-to-image ratio of about 60:40.
  5. Personalize Your Emails: Using personalized content increases engagement, which can improve deliverability.
  6. Authenticate Your Emails: Implement email authentication methods such as SPF, DKIM, and DMARC to build trust with ESPs.
  7. Monitor Engagement Metrics: High open rates and low unsubscribe rates can improve your sender reputation, while poor engagement can result in more emails going to spam.

Conclusion

Avoiding spam trigger words in email marketing is essential to ensuring that your messages land in your recipients’ inboxes rather than the spam folder. While using a trigger word here and there won’t necessarily doom your campaign, it’s important to be mindful of the overall tone, content, and context of your email.

Focus on creating genuine, valuable content that resonates with your audience, and always aim for transparency and clarity. By avoiding these common trigger words and following best practices for email marketing, you’ll significantly improve your deliverability and overall success of your campaigns.