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By: Jake Hoiby, Sr. Manager - Email Deliverability | 7/16/2019
Has your marketing email ever been delivered to the junk folder? While sender reputation is the most common and likely cause, spam keywords are another factor in the equation that can trigger a spam filter to block or junk your email. Spam filters will check for specific keywords like “free” or “no credit check” both in the subject and body of your email and calculate a score based on the severity and combination of words used. The context of spam keywords can increase their weight in the equation as well. For example, use of the words “all” or “new” may not have any impact, but combine them into the phrase “all new” and it may add to the likelihood that your email will be flagged as spam.
The list of keywords that get flagged is always being updated and can vary from one inbox provider to the next. Before the dawn of the ubiquitous Nigerian Prince Scam, the word “Nigerian” was probably fine. Now it’s a highly weighted spam keyword. Words get flagged because they are correlated with spam, but the words themselves are not really the target - spam filters aim to flag spam-like behavior and ultimately identify unwanted email. For example, starting an email with “Dear {Firstname}” would be an unusually formal introduction for a marketing email if the recipient had actually provided explicit permission, and likely indicates the lack of an existing relationship between the sender and the recipient. To this end, keywords from the latest scam, certain industries, and “clever sales tactics” will eventually become flagged when they are associated with unwanted email.
Addressing the Root Cause
As you examine your own templates, don’t just avoid the spam keywords, be sure to avoid the underlying behavior as well. The goal is not just to make sure your emails don’t appear to be spam, but to make sure they are not spam, in any way, shape, or form. Scams and spam tend to be overly persuasive because there’s no real value underpinning their offering, so you can differentiate yourself from the textbook profile of spam by engaging in industry standard best practices and focusing on providing valuable information about your product or service.
Suppose you ran a completely legitimate Nigerian lottery, marketing it via email would always be an uphill battle. If your industry uses keywords commonly associated with spam, you should try to limit their use in email. Knowingly using spam keywords comes with inherent risk, so you’ll also need to make sure your other reputation factors are squeaky clean, as you’ll effectively be afforded less leeway by spam filters.
Below is an example list of spam keywords for reference. If these words appear in abundance in your templates, be sure to remove not only the keywords but also consider why these words or phrases are in your template to begin with.
Spam Keywords
#1
Eliminate debt
Marketing
Removal instructions
$$$
Email harvest
Marketing solutions
Removes wrinkles
100%
Email marketing
Mass email
Request
100% free
Exclusive deal
Medicine
Requires initial investment
100% Satisfied
Expect to earn
Medium
Reserves the right
4U
Expire
Meet singles
Reverses aging
50% off
Explode your business
Member
Risk free
Accept credit cards
Extra
Member stuff
Rolex
Acceptance
Extra cash
Message contains disclaimer
Round the world
Access
Extra income
Million
S 1618
Accordingly
F r e e
Million dollars
Safeguard notice
Act Now!
Fantastic
Miracle
Sale
Action
Fantastic deal
MLM
Sales
Ad
Fast cash
Money
Sample
Additional income
Financial freedom
Money back
Satisfaction
Addresses on CD
Financially independent
Money making
Satisfaction guaranteed
Affordable
For free
Month trial offer
Save
All natural
For instant access
More Internet Traffic
Save $
All natural/new
For just $xxx
Mortgage
Save big money
All new
For Only
Mortgage rates
Save up to
Amazed
For you
Multi-level marketing
Score
Amazing
Form
Name brand
Search engine listings
Apply now
Free
Never
Search engines
Apply Online
Free access
New customers only
Section 301
As seen on
Free cell phone
New domain extensions
See for yourself
Auto email removal
Free consultation
Nigerian
Sent in compliance
Avoid
Free DVD
No age restrictions
Serious
Avoid bankruptcy
Free gift
No catch
Serious cash
Bargain
Free grant money
No claim forms
Serious only
Be amazed
Free hosting
No cost
Shopper
Be your own boss
Free info
No credit check
Shopping spree
Being a member
Free installation
No credit check/experience
Sign up free today
Beneficiary
Free Instant
No disappointment
Social security number
Best price
Free investment
No experience
Solution
Beverage
Free leads
No fees
Spam
Big bucks
Free membership
No gimmick
Special promotion
Bill 1618
Free money
No hidden
Stainless steel
Billing
Free offer
No hidden Costs
Stock alert
Billion
Free preview
No interests
Stock disclaimer statement
Bonus
Free priority mail
No inventory
Stock pick
Boss
Free quote
No investment
Stop
Brand new pager
Free sample
No medical exams
Stop snoring
Bulk email
Free trial
No middleman
Strong buy
Buy
Free website
No obligation
Stuff on sale
Buy direct
Freedom
No purchase necessary
Subject to cash
Buying judgments
Friend
No questions asked
Subject to credit
Cable converter
Full refund
No selling
Subscribe
Call
Get it now
No strings attached
Success
Call free
Get out of debt
Not intended
Supplies
Call now
Get paid
Not junk
Supplies are limited
Calling creditors
Get started now
Not spam
Take action
Can’t live without
Gift certificate
Notspam
Take action now
Cancel
Give it away
Now
Talks about hidden charges
Cancel at any time
Giving away
Now only
Talks about prizes
Cannot be combined with any other offer
Great
Obligation
Teen
Cards accepted
Great offer
Offer
Terms
Cash
Guarantee
Offer expires
Terms and conditions
Cash bonus
Guaranteed
Offshore
The best rates
Casino
Have you been turned down?
Once in lifetime
The following form
Celebrity
Hello
One hundred percent free
They’re just giving it away
Cents on the dollar
Hidden
One hundred percent guaranteed
This isn’t a scam
Certified
Hidden assets
One time
This isn’t junk
Chance
Hidden charges
One time mailing
This isn’t spam
Cheap
Home based business
Online biz opportunity
This won’t last
Check
Home employment
Online degree
Thousands
Check or money order
Homebased business
Online marketing
Time limited
Claims
Human growth hormone
Online pharmacy
Traffic
Clearance
If only it were that easy
Only
Trial
Click
Important information regarding
Only $
Undisclosed recipient
Click below
In accordance with laws
Open
University diplomas
Click here
Income
Opportunity
Unlimited
Click to remove
Income from home
Opt in
Unsecured credit
Collect
Increase sales
Order now
Unsecured debt
Collect child support
Increase traffic
Order shipped by
Unsolicited
Compare rates
Increase your sales
Order status
Unsubscribe
Compete for your business
Incredible deal
Order today
Urgent
Confidentially on all orders
Info you requested
Orders shipped by
US dollars
Congratulations
Information you requested
Outstanding values
Vacation
Consolidate your debt
Instant
Passwords
Vacation offers
Copy accurately
Insurance
Pennies a day
Valium
Copy DVDs
Internet marketing
Per day
Viagra
Cost
Investment
Per week
Vicodin
Costs
Investment decision
Performance
Visit our website
Credit
It’s effective
Phone
Wants credit card
Credit bureaus
Join millions of Americans
Please
Warranty
Credit card offers
Junk
Please read
We hate spam
Cures
Laser printer
Potential earnings
We honor all
Cures baldness
Leave
Pre-approved
Web traffic
Deal
Legal
Presently
Weekend getaway
Dear
Life
Price
Weight
Debt
Life Insurance
Print form signature
Weight loss
Diagnostics
Lifetime
Print out and fax
What are you waiting for?
Dig up dirt on friends
Limited
Priority mail
What’s keeping you?
Direct email
Limited time offer
Prize
While supplies last
Direct marketing
Limited time only
Prizes
While you sleep
Discount
Loans
Problem
Who really wins?
Do it today
Long distance phone offer
Produced and sent out
Why pay more?
Don’t delete
Lose weight
Profits
Wife
Don’t hesitate
Lower interest rates
Promise
Will not believe your eyes
Dormant
Lower monthly payment
Promise you
Win
Double your cash
Lower your mortgage rate
Purchase
Winner
Double your income
Lowest insurance rates
Pure Profits
Winning
Drastically reduced
Lowest Price
Quote
Won
Earn
Luxury
Rates
Work at home
Earn $
Luxury car
Real thing
Work from home
Earn extra cash
Mail in order form
Refinance
Xanax
Earn per week
Maintained
Refinance home
You have been selected
Easy terms
Make $
Refund
You’re a Winner!
Eliminate bad credit
Make money
Removal
Your income