We know what it's like. You send an email expecting amazing results, and instead it falls flat, dragging some unfavourable deliverability metrics with it, particularly spam and bounce rates. Is your email landing in the spam folder? It's not just frustrating, it can feel isolating, especially when you're at a loss for what caused the shift in your numbers.
Fortunately, everything in the email realm can be explained. And we're here to tell you that many cases of abnormal spam and bounce rates come down to one key factor:
It's usually what's in your copy. Certain words are known to trip spam filters, and swapping them for safer alternatives can be all it takes to climb back into the inbox.
Here are the three word categories to watch, and exactly what to use instead.
Overly promotional words
Email is your number-one selling tool, so it may surprise you that common sales terms can trigger spam filters. Stay away from anything too far toward the hard-sell end of the spectrum:
How readily these trigger filters depends on your deliverability score, so the stronger your sender reputation, the more leeway you have.
Financial terms
Finance terms trip filters too, and they tend to sound even spammier because they're associated with phishing scams, which inbox providers really don't love:
Words common in scams
If you've never received an email scam, we'd be very surprised. Think back to the ones you've had. What tipped you off? It's almost always in the copy, and usually the subject line. Steer clear of these:
None of these words are banned outright. It's about proportion and reputation. The odd one is fine, but stacking them, especially in a subject line, is what tips a filter over the edge.
Your filter reads the copy before your customer ever does. Write for both.
Let's keep your emails out of spam.
We know which words tend to hurt deliverability, and how to say the same thing safely. Want to make sure your emails land where they should? Book a free consultation with our team.
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