One phrase that caused my emails to end up in spam folders was "Congratulations, you've won!" Spam filters often flag this type of phrasing because it's commonly used in scam and phishing emails. To improve deliverability, I revised the language to be more straightforward and less promotional, like "Exciting news about your account" or "Here's a special offer just for you."
Using a more natural, informative tone reduced the likelihood of triggering spam filters while still maintaining the reader's interest. Focusing on providing genuine value without over-the-top language significantly improved our open rates and inbox placement.
Andrew Lee Jenkins, Owner, Andrew Lee Jenkins
One phrase that gave us a surprising amount of trouble was "compare rates." We pride ourselves on offering low, transparent prices on moving services, and we worked hard to highlight those low rates in our marketing materials—only to end up getting sent to spam. We've replaced that with a focus on the services we offer and the transparency of our pricing model. We talk about "no hidden fees" quite a bit.
Nick Valentino, VP of Market Operations, Bellhop
One phrase I've seen that can trigger spam filters is "Act now, limited-time offer!" It's often associated with aggressive sales tactics, which can raise red flags in email-filtering systems.
To improve email deliverability, I revised the phrase to something more conversational and less urgent, like "Here's an exclusive deal just for you" or "We wanted to share a special offer with you." These alternatives maintain the promotional message but feel more personalized and less spammy, which helps in avoiding the spam folder.
Zeyuan Gu, Founder, Adzviser LLC
One phrase that consistently caused our emails to end up in spam folders was "limited-time offer!" This phrase is commonly flagged by spam filters because it's overly promotional and is often associated with sales-heavy or unsolicited emails. The overuse of such phrases in subject lines or within the body of an email can quickly trigger spam filters, no matter how genuine the offer is.
To improve our email deliverability, we took a more nuanced approach by revising the language we used in both the subject lines and the body of the emails. Instead of using "limited-time offer," we shifted to more personalized and conversational alternatives like "special offer just for you" or "exclusive deal available now." These new phrases maintained the urgency of the message but sounded less aggressive and more tailored to the recipient. They also felt more natural, which made them less likely to be flagged by spam filters.
Besides rephrasing, we focused heavily on personalization. We began using the recipient's first name in the subject line and made sure the email content felt relevant to their previous interactions with our brand. For example, instead of a generic "limited-time offer," we would reference a specific product they had shown interest in or purchased before, saying something like "An exclusive deal on [Product Name], just for you!" This personalized touch not only improved deliverability but also helped boost open rates and engagement, as the content felt more relevant to the recipients.
We also avoided using multiple spam trigger words in one email, such as "free," "guarantee," or "urgent," as these can also set off spam filters. By making our emails more conversational and less overtly promotional, we saw a significant improvement in our email campaigns' performance. Deliverability increased, engagement rates were higher, and we received fewer complaints about emails landing in spam folders.
The key takeaway here is that tone and personalization are essential in email marketing. By being mindful of how certain phrases might come across to both spam filters and recipients, we were able to create emails that not only reached the inbox but also resonated more with the audience.
Lisa Benson, Marketing Strategist, DeBella DeBall Designs
In our case, it was the phrase "free demo." "Free" is usually triggered by spam filters, but we believed it wouldn't when used in conjunction with "demo." Since it's a crucial part of our offering, it was a bit tricky to change it, but we managed to replace it with just "demo" or "non-committal demo."
Lana Rafaela Cindric, Growth Associate, RevBoss
At William Morris Wallpaper, I once used the phrase "free gift" in an email campaign promoting a special offer. Almost immediately, I noticed that many of those emails ended up in spam folders. That phrase tends to trigger spam filters, making it a risky choice.
To improve deliverability, I revised the wording to "exclusive offer" instead. This change kept the tone enticing without raising any red flags for spam filters. It's important to be mindful of language that might be perceived as too promotional. Now, I make sure to run potential subject lines through a spam checker before sending them out, which has helped improve our email performance.
Reilly James, Marketing Manager & eCommerce Optimization Expert, William Morris Wallpaper
Marketers and cold-email experts often use similar phrases in follow-up emails. These emails tend to follow a common pattern. However, personalized follow-up emails can make cold email marketing much more engaging.
For example, you can use a personalized line such as, "I got caught up in the marketing during the festive season. I just wanted to ensure this email stays at the top of your inbox, as it is important."
Ricky Shah, CEO, Web Ratna LLP
Another phrase that often triggers my personal spam folder is "Dear Sir or Madam" or "To Whom It May Concern." As someone who receives many emails, I immediately mark these as spam since they show the sender didn't take even a moment to learn my name.
To improve deliverability, replace these generic greetings with personalized ones using the recipient's actual name, like "Hi [First Name]" or "Hello [Name]." This is especially important and easy to implement since many email tools offer merge-tags functionality. This shows respect for the recipient's time and immediately differentiates your email from mass spam campaigns.
Oleh Sorokopud, Head of Digital Marketing, Softjourn
We've learned to stay away from certain adjectives. Words like “cheap,” “amazing,” “fantastic,” and “discount” tend to get us sent to spam. We tend to make our marketing emails informative and content-heavy, and make the subject lines a reflection of that. This generally keeps us out of the spam folder, boosts our open rates, and helps us get long-term conversions.
Nick Valentino, VP of Market Operations, Bellhop
A commonly flagged phrase is, “Earn money fast!” often seen in spam emails. Rather than using this direct money-making approach that might trigger spam filters, consider revising it to, “Let's grow your revenue potential.” It subtly conveys the same idea but puts the emphasis on a collaborative effort to generate income, thereby lowering the chances of being marked as spam.
Abid Salahi, Co-founder & CEO, FinlyWealth
Using key seasonal phrases outside of season-windows can cause spam triggers, e.g., in August saying, “Christmas deals are in!” or Spring Break in October, etc. This can extend to non-seasonal things depending on the subject. Combined with other factors like send-time, email rendering, and the size of the email, the use of “out-of-season” phrases is a more subtle red flag.
Another reason to avoid seasonal-based phrases is that the customer will quickly become fatigued, and the phrase probably won't stand out from the potentially hundreds of other emails in their inbox. It pays to be creative—not just for avoiding spam, but for appearing fresh, too.
Wayne Pashley, CRM Manager, Netflights
It's one of those phrases that sound perfectly innocent, and spam filters can be pretty suspicious of that. Why? Because it is synonymous with pushy selling, and email algorithms have noticed. When you make statements like that, it is a red flag because spam emails have always sworn by exactly that phrase.
In order to bypass this and increase deliverability, try framing the guarantee more conversationally and genuinely. So instead of "100% Satisfaction Guaranteed," you could say, "We promise we won't break our word," or, "We make sure you're happy." It's less salesy and more reliable while still telling people that you believe in what you're providing. Also, it gives your email a more real, personal character, which is precisely what modern spam filters are better able to handle.
Craig Focht, Cofounder & CEO, All Pro Door Repair
Increasing email deliverability is tricky because sometimes, the words that are very commonly used are also used by spammers and scammers. There are words like "no hidden charges," "don't hesitate to call," and "sign up today," which may seem harmless but can still cause your emails to land in spam.
We have revised words in the following way to improve deliverability:
Barkan Saeed, CEO, Vizteck Solutions
Another phrase that can cause emails to end up in spam folders is, "Click here now!" This phrase is often flagged as it's heavily associated with spammy or pushy marketing tactics. To improve email deliverability, replace it with a more specific and value-oriented call-to-action, such as, "Explore the details," or, "Learn more about our offer." These alternatives sound more professional and relevant, reducing the likelihood of triggering spam filters while still encouraging recipients to take action.
Vaibhav Namburi, Founder, Smartlead.ai
A common phrase that can send emails to spam is, "Best price guaranteed." This phrase triggers spam filters because it's frequently used in overly aggressive sales emails. Instead, you could try rephrasing it to sound more conversational and credible, like, "We've got some great pricing options to check out," or, "Take a look at our latest pricing."
This slight adjustment helps your email come across as more authentic and less promotional. Spam filters tend to favor language that's friendly and informative over sales-driven buzzwords. By softening the tone, you not only improve deliverability but also build a bit more trust with the reader, making them more likely to engage with your email content.
Tom Hamilton Stubber, Managing Director, TutorCruncher
Another phrase that often triggers spam filters is risk-free trial." Phrases promising no risk can make emails look like marketing gimmicks, prompting spam detection.
To improve deliverability, rephrase it to sound informative and transparent, like: "Try it out with our satisfaction guarantee," or, "Explore our trial with no obligation." This rephrasing avoids "risk-free" while conveying a similar message, increasing the likelihood your email reaches the inbox.
Tornike Asatiani, CEO, Edumentors
One additional phrase that can trigger spam filters is "100% free." This phrase often raises red flags for spam algorithms, as it suggests a sales tactic rather than genuine value.
To improve email deliverability, consider revising it to "no-cost opportunity" or "access at no charge." These alternatives convey the same idea but sound more professional and less promotional, which can help your emails avoid the spam folder while still enticing recipients to engage with your content.
Darryl Stevens, CEO, Digitech Web Design
"Click here" is a common phrase that can often land your emails in spam folders. It's frequently used by spammers, offers no context about the link's destination, and can be used to mask suspicious URLs. Instead, opt for descriptive anchor text that gives recipients a clear idea of where the link leads and encourages genuine engagement. For example, instead of, "Click here to learn more," use, "Learn more about our services on our website."
Along with "click here," other phrases like "This is not spam," "Guaranteed [result]," "One-time offer," "Increase your [something] by [unrealistic percentage]," and the excessive use of exclamation marks can also trigger spam filters. These phrases are often associated with unsolicited messages, deceptive promotions, and unrealistic claims, making your emails appear less credible. To improve deliverability, focus on clear, concise language, provide valuable content, and build a positive sender reputation.
JJ Maxwell, CEO, Double Finance
This term is used as a way of making people feel urgent, but it's also a big red flag for spam filters. It sounds like a great way to push someone to do something, but spam bots view it as being too pushy or an overly aggressive sales pitch, and it will flag your message.
You can increase your email deliverability by replacing "Last chance" with something neutral, but still a time-sensitive phrase, such as "Limited time opportunity" or "Ending soon." It doesn't make you sound so cynical. It also makes the email sound more instructive rather than desperate. And that little adjustment not only made my emails no longer end up in the spam folder but also made them seem more professional and legitimate to those who read them.
Tyler Hull, Owner and General Manager, With You
I'm keenly aware of how easily email campaigns can slip into spam oblivion. Another trigger phrase that often lands emails in spam is "guaranteed results." This phrase sets off alarms because it promises more than it can reliably deliver—a classic hallmark of spam. To sidestep this pitfall and enhance email deliverability, replace "guaranteed results" with "proven strategies."
This modification not only sounds more credible and less spammy but also positions the content as based on experience and success, rather than an unrealistic promise. Such tweaks are crucial in maintaining the integrity and effectiveness of email communications in today’s skeptical digital landscape.
Dionne Jayne Ricafort, Marketing Manager, CSO Yemen
One word that can cause emails to end up in spam folders is "get." While it's a common and often necessary word in legitimate communications, it is frequently used in spammy phrases such as:
These phrases create a sense of urgency or promise financial reward, both of which are red flags for spam filters. To improve deliverability, consider rephrasing to tone down the urgency or focus on value. For example:
By shifting to softer, more specific language, you reduce the chance of triggering spam filters while still maintaining clarity and encouraging action.
Kristina Frunze, Director of SEO/Marketing, Build Media Group
One phrase that's a major spam trigger is "Special Promotion." Spam filters love flagging stuff that sounds like a high-pressure sales pitch. So instead of saying something like "Special Promotion" or "Exclusive Offer," make it more natural and conversational to lower the spam risk.
You could switch to something like "Here's something we thought you'd like," or "Check out our latest offer"—still clear about the offer, but feels more personal and less aggressive.
Another trick to avoid spam is staying away from anything that seems too good to be true. They pick up on patterns. So keeping the tone straightforward and focusing on value over hype helps keep your email out of the junk folder.
Also, small changes in wording like saying "See details on our website," instead of "Click here" can make a big difference. Keeping things natural and focusing on engagement instead of urgency is the way to go.
By going for a more conversational style, you'll see better deliverability and hopefully a higher open rate.
Thomas Hassett, Director, TH Results
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