SPAM Subject Words to Avoid

Spam filters are very private about why your email passed or failed. They do this to ensure that spammers don't figure out their techniques.

There is typically not one simple change in order to let your email pass by a spam content filters.  Instead, most filters use a scoring system, if you score high enough, they block your email.  An "all caps" word may be one point, repeated words may be another point, and $$ in the subject may be 10 points! Once you are over a certain score, you email is blocked. There are 100's of spam filters, each with their own unique settings. 

Things to avoid:

Spam-like words
Free, guarantee, credit card, sex etc.

Multicolored text
Red is a loud color and can be hard to read. Changing font colors is also a spam tactic that may trip an email filter. Using text similar to background colors is another way to grab ISPs attention.

All capital letters
Resist the temptation to use capital letters and over-punctuate. When you use all capital letters, there is no differentiation in your words. This makes them harder to read. It COMES ACROSS LIKE YOU'RE SHOUTING, makes your email look like spam and will dramatically increase the likelihood of your email being filtered.

Incomplete information
Your physical address is required by law. Always include your reply email address and your Web site URL, if you have one. Depending on your business, you may decide to include your phone number as well.

Excessive punctuation - !!!, ???
This is likely to trip email filters especially when used in conjunction with spam-like words and capital letters.

Broken HTML

Our drag and drop editor will allow you to skip coding HTML, but remember your footer can be directly edited in addition to messages created with our blank HTML editor. HTML that isn't complete or incorrectly coded can be indicative of malicious behavior.

Excessive use of "click here" especially in all capital letters
Make your call-to-action links more specific to avoid filters.

Excessive use of $$, and other symbols
Again, this tactic is likely to trip email filters. Use just one dollar sign for currency and use descriptive words instead of symbols to get your message across.

No "From:" address or noreply@
It looks like spam and will increase the likelihood of your email being filtered.

Missing Unsubscribe or Profile Center link

Subscribers must have the opportunity to opt-out of your messages. Whether that is a one-click option or a link to a profile center is up to you. We include an unsubscribe link in our default footer for your account.

Misleading (or missing) subject line

Include both a HTML and text version of your email

Keep in mind: Spam filters view your content as a whole. One or two of these things will not immediately flag your messages as spam. However, if you fall prey to a few of these in addition to having broken HTML and a high bounce rate, you will be much more likely to be flagged as spam.

Spammy words to avoid in a subject lines (This does not include any inappropriate subject lines):

• All caps
• dollar amounts
• spammy looking monetary reference
• "owe"
• "indebted"
• wipe out
• remove
• get (rid/out) of
• eradicate
• owe | debt | obligation
• (alert | response | assistance | proposal | reply | warning | notice/notification | greeting | matter)
• Security measures?
• (Jan| Feb| Mar| Apr| May| Jun| Jul| Aug| Sep| Oct| Nov| Dec) OFF
• "At No Cost"
• CHEAP (in caps)
• talks about money / (eg bonus)
• low rates
• looks like Fharmacy spams.
• starts with "Do you dream, have, want, love," etc.
• starts with "Lose"
• says will help
• "Re: new"
• Attempt to obfuscate words in subject line
• line starts with "Buy(ing)"
• starts with dollar amount