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Spam Trigger Words

Learn to avoid spam trigger words so you land in your intended recipient’s primary inbox.

Get To The Right Inbox

Your email contacts are important to your business. But what happens when your messages get marked as spam? It’s possible that your emails will never be seen by your leads and customers. To avoid this, sales and marketing teams need to learn about spam trigger words that can cause messages to be flagged.

Gmail has a system for marking spammy emails and placing them into specific tabs: Primary, Promotions, Social, Forums, and Updates. Ideally, your emails should show up in the Primary inbox so that your contacts are more likely to see them. However, emails that look like spam usually go into the Promotions tab where they may never be read.

Stacked tins of spam.

To prevent your messages from being marked as spam, avoid using trigger words and take care to craft quality emails. By doing this, you can ensure that your messages end up in the Primary inbox where they’re more likely to be seen by your contacts.

We outline the most common spam trigger words and phrases to avoid, as well as some other ways to ensure your emails land in the right place.

The Overpromise

As a general rule, it’s important to avoid overpromising anything about your product or services. Not only will that land you in the spam folder, it will also eventually lead to unhappy customers. The only way to build trust with your audience—and to get in front of them through email—is to be honest about what problems your business can solve and how that will benefit them.

Here are “over promise” words and phrases to avoid:

  • 100%
  • Big bucks
  • Explode your business
  • Fast cash
  • Financial freedom
  • Free investment
  • Free money
  • Guarantee
  • No credit card
  • No purchase necessary
  • Satisfaction guaranteed
  • Risk-free

The Urgent Offer

If your product or service has real value, then it’s not going away any time soon. Therefore, there’s no reason to make your audience feel they have to make a quick decision without thinking through their purchase. And, of course, spam filters are not fans of these frantic-sounding words.

Here are “urgent” words and phrases to avoid:

  • Act now
  • Don’t hesitate
  • Hurry
  • Instant
  • Limited time
  • Now only
  • Once in a lifetime
  • Stock Alert
  • This won’t last
  • Urgent
  • What are you waiting for?

The Pushy Sale

A quality product speaks for itself, whether through customer reviews, case studies, blog posts, or trial offers. So there is no need to get too salesy in your emails. If your wording comes across as pushy, your contacts will be turned off—if they even receive the email. There’s a good chance an email with pushy words will end up in spam anyway, so no one in your audience will even read it.

Here are “pushy” words and phrases to avoid:

  • Amazing
  • Best bargain
  • Best deal
  • Fantastic
  • Incredible
  • No middle man
  • No obligation
  • Real thing
  • Will not believe your eyes
  • You have been chosen

The Financial (Almost-Free) Focus

When you put too much focus on the cost of your product and service instead of on its value, your audience will likely feel leary about it. Anything with a price that seems too good to be true probably is, and potential customers will start to think less of a product that is too cheap. Plus, those spam filters do not like this sort of content.

Here are “financial” words and phrases to avoid:

  • Almost free
  • Bargain
  • Bonus
  • Cents on the dollar
  • Cheap
  • Drastically reduced
  • Incredible deal
  • Money back
  • No credit card required
  • Save money

The Bottom Line

There is no need to use complex language in your emails when marketing a product or service that you are proud of and confident in. There may be times when spam trigger words are necessary, but be sure to use them sparingly. Most spam filters will allow a few uses, but will not tolerate excessive use.

Check out Funnelfly to learn more about creating personalized, conversational messaging campaigns that offer high-touch messaging at scale.