202 email spam trigger words that will get you in trouble
Avoid these 202 email spam trigger words
Spam filters are designed to remove junk out of your customers’ inboxes, but they’re sometimes so good that they may sweep away your valuable emails, too. You can’t afford to let your emails get flagged as spam, so keep reading.
The easiest way to avoid spam filters is by carefully choosing the words you use in your email’s subject line. Typically, these words can be grouped into these 6 broad categories:
- Manipulative: creating unnecessary urgency or pressure
- Needy: sounding desperate or exaggerated claims
- Sleazy: being too pushy
- Cheap: no pre-qualifications, everybody wins
- Far-fetched: statements that are too good to be true
- Shady: ethically or legally questionable behavior
We’ve compiled a list of 202 spam trigger words you should avoid the next time you sit down to write an email subject line. It’s important to note that while a single incidence of these words may not be enough to trigger the spam filter gods, they should nevertheless be used judiciously.
Manipulative words and phrases
There is nothing wrong with urging your reader to take action, but spam filters often penalize emails with subject lines that create unnecessary urgency and pressure. If everything you send is “urgent,” then nothing is, at least in your recipient’s mind. On the other hand, if there’s enough value in what you have to offer to your readers, urgency will happen organically. In the meantime, avoid using the following spam trigger words:
1. Act now
2. Action
3. Apply now
4. Apply online
5. Buy
6. Buy direct
7. Call
8. Call now
9. Click here
10. Clearance
11. Click here
12. Do it today
13. Don’t delete
14. Drastically reduced
15. Exclusive deal
16. Expire
17. Get
18. Get it now
19. Get started now
20. Important information regarding
21. Instant
22. Limited time
23. New customers only
24. Now only
25. Offer expires
26. Once in a lifetime
27. Order now
28. Please read
29. Special promotion
30. Take action
31. This won’t last
32. Urgent
33. While stocks last
Needy words and phrases
Your email subscribers are looking for immediate value when they see your subject line; they want to know exactly what they’ll get when they click on your email. If you’re truly offering something of value, there’s no need for you to be desperate or make exaggerated claims. Here are some words and phrases that smell like desperation:
34. 100%
35. All-new
36. Bargain
37. Best price
38. Bonus
39. Email marketing
40. Free
41. For instant access
42. Free gift
43. Free trial
44. Have you been turned down?
45. Great offer
46. Join millions of Americans
47. Incredible deal
48. Prize
49. Satisfaction guaranteed
50. Will not believe your eyes
Sleazy words and phrases
Each subject line sends an important signal to your readers. Are you adding value in a friendly and non-intrusive way? Or are you being pushy? Notice how the following words and phrases make you feel a little hesitant. No one likes to be pressured, so avoid using them in your subject lines.
51. As seen on
52. Click here
53. Click below
54. Deal
55. Direct email
56. Direct marketing
57. Do it today
58. Order now
59. Order today
60. Unlimited
61. What are you waiting for?
62. Visit our website
Cheap words and phrases
One thing to keep in mind when offering something is that the more available it is, the lower its perceived value. In other words, people want what they can’t have. So if your subject lines comprise pre-qualification phrases such as “Congratulations!” or have an “everybody wins!” vibe to them, your email is likely to end up in spam. Instead, avoid the following spam filter words and try to position your value proposition in a way that makes the prospect chase you:
63. Acceptance
64. Access
65. Avoid bankruptcy
66. Boss
67. Cancel
68. Card accepted
69. Certified
70. Cheap
71. Compare
72. Compare rates
73. Congratulations
74. Credit card offers
75. Cures
76. Dear [personalization variable]
77. Dear friend
78. Drastically reduced
79. Easy terms
80. Free grant money
81. Free hosting
82. Free info
83. Free membership
84. Friend
85. Get out of debt
86. Giving away
87. Guarantee
88. Guaranteed
89. Have you been turned down?
90. Hello
91. Information you requested
92. Join millions
93. No age restrictions
94. No catch
95. No experience
96. No obligation
97. No purchase necessary
98. No questions asked
99. No strings attached
100. Offer
101. Opportunity
102. Save big
103. Winner
104. Winning
105. Won
106. You are a winner!
107. You’ve been selected!
Far-fetched words and phrases
Phrases such as “while you sleep” are simply too good to be true. Today, readers can spot a lie from miles away so if they feel that your offer is hard to believe, there’s a strong chance that email spam filters will also pick up on it. Generally, you don’t want to oversell so try to limit the use of the following words and phrases that can make your message seem far-fetched:
108. Additional income
109. All-natural
110. Amazing
111. Be your own boss
112. Big bucks
113. Billion
114. Billion dollars
115. Cash
116. Cash bonus
117. Consolidate debt and credit
118. Consolidate your debt
119. Double your income
120. Earn
121. Earn cash
122. Earn extra cash
123. Eliminate bad credit
124. Eliminate debt
125. Extra
126. Fantastic deal
127. Financial freedom
128. Financially independent
129. Free investment
130. Free money
131. Get paid
132. Home
133. Home-based
134. Income
135. Increase sales
136. Increase traffic
137. Lose
138. Lose weight
139. Money back
140. No catch
141. No fees
142. No hidden costs
143. No strings attached
144. Potential earnings
145. Pure profit
146. Removes wrinkles
147. Reverses aging
148. Risk-free
149. Serious cash
150. Stop snoring
151. Vacation
152. Vacation offers
153. Weekend getaway
154. Weight loss
155. While you sleep
156. Work from home
Shady words and phrases
As long as there are gullible people in the world, there will always be shady individuals trying to take advantage of them. Your intentions may be good. Nevertheless, the following words are associated with ethically or legally questionable behavior and may, therefore, trigger the spam filter so use them with caution:
157. Addresses
158. Beneficiary
159. Billing
160. Casino
161. Celebrity
162. Collect child support
163. Copy DVDs
164. Fast viagra delivery
165. Hidden
166. Human growth hormone
167. In accordance with laws
168. Investment
169. Junk
170. Legal
171. Life insurance
172. Loan
173. Lottery
174. Luxury car
175. Medicine
176. Meet singles
177. Message contains
178. Miracle
179. Money
180. Multi-level marketing
181. Nigerian
182. Offshore
183. Online degree
184. Online pharmacy
185. Passwords
186. Refinance
187. Request
188. Rolex
189. Score
190. Social security number
191. Spam
192. This isn’t spam
193. Undisclosed recipient
194. University diplomas
195. Unsecured credit
196. Unsolicited
197. US dollars
198. Valium
199. Viagra
200. Vicodin
201. Warranty
202. Xanax
Trying to navigate spam filters can be frustrating, especially if you’re in an industry that relies heavily on some of the words listed above (for example, banking, finance, and e-commerce). However, all that may be required from you is to think creatively and use your storytelling skills to go beyond feature-oriented terms and focus on the benefits you can provide to your readers.
Don’t get caught by email spam filters again
Like most people, you may not be sending spam on purpose. But if you happen to use one of the 202 words on this list a few too many times, your email is likely to be caught by a spam filter before your subscriber even has a chance to look at it. To keep your deliverability rate high and customers highly engaged, be sure to refer to this list regularly to ensure you’re not engaging in unintentional spammy behavior.