We know what it’s like. You send an email expecting it to have amazing results. However, instead, it falls flat and has some unfavourable deliverability metrics, particularly in reference to spam and bounce rates. Not only is this frustrating, but it can feel incredibly isolating, especially if you’re at a loss as to what could have caused this rather negative shift in your numbers.
Fortunately, all things in the email realm can be explained, and we're here to tell you that many instances of abnormal spam and bounce rates are typically attributed to one key factor: what you have in your copy.
Keep reading to discover which keywords are known to trigger spam filters and what you can use instead of them.
Overly Promotional Words
Given that email is your number one tool for selling to your database, you may be surprised to learn that common sales terms, such as buy now, limited time and deal can all trigger spam filters. While the rate at which they will trigger these filters is typically dependent on your deliverability score, we recommend staying away from words that are too close to the ‘hard sell’ side of the spectrum.
Instead, try terms such as xx% off the range, a special surprise inside or promo on now.
Financial Terms
Similar to promotional words, fiance terms can also trigger your spam filters. The difference between the two is that finance terms usually sound a little more spammy. Common ones that can trigger filters include; earn money, get paid and save big. They are typically words that would be associated with phishing scams and, therefore, aren’t loved by inbox providers.
How can you communicate finance terms without hitting the filters? Try statements such as budgeting tips, enjoy savings online and explore interest rates.
Words commonly used in scams you receive
If you haven’t received an email scam at least once before, we would be very, very surprised. So, think back to the email scams you have received. What alerts you to the fact that they are scams? What made you realise that someone was out to get you? It’s usually all in the copy. Most of the time, it's in the subject lines.
These emails usually include statements, such as act immediately, no cost, no fees, this isn’t spam and winner. Avoiding these key terms and opting for words, such as update your preferences, find out who won, or discover our transparent pricing tiers is a better option.
The Email By Design team is ready to assist.
We are familiar with which words commonly have negative impacts on deliverability. Want to ensure your emails don’t fall into the trap? Reach out to our team by booking a free 15-minute consultation.
