Email Spam Words To Avoid in Your Newsletters

Are spam words still relevant?

Google “email spam words” and you’ll find countless articles with words and expressions you should avoid to reach your audience’s inboxes. But if you banish these, will your emails for sure dodge the spam folder? 

Now, here’s where it gets tricky. The notion of what is a spam email and how the filters can identify it shifted. Spam trigger words are not the big bad wolves they once were. Today’s inbox service providers (ISPs) are smarter and look beyond these words when sniffing out spam. At the same time, spam trigger word lists are not entirely pointless either. Especially given that spam words can sneak into all parts of your email marketing campaign: subject lines, hyperlinks, image alt text, and even in the finer details like headers, footers, and the HTML or CSS code that shapes the email’s design.

To keep it short, yes, we should avoid spam words without a doubt, but the focus should be on creating content that subscribers want and find useful. So, if every email you send is a hard-sell, all of them might end up in a spam folder. On the other hand, an exclusive offer to most loyal customers once in a blue moon probably won’t trigger a spam filter as much. 

So, are the spam trigger words still relevant? Absolutely. It’s a nuanced battle where knowing your audience and crafting genuine, engaging content wins the day. Spam filters might be evolving. But so are we. With smarter strategies, better content, and emails that make your subscribers click “open” instead of “delete”.

Why do emails end up in spam?

According to research, almost one out of every six permission-based marketing emails never reach the inbox: 6.1% end up in spam, and 9.1% go missing. 

Several issues could be tipping the scales against the email marketing experts:

• There might be a problem with proper authentication. Authentication helps email services distinguish legitimate companies so their emails won’t go to the spam folder. 
• There is a quality problem. Misleading sender information, links that seem “sketchy”, content that misses the mark, poor design, emailing the long-gone inactive addresses, neglecting an easy unsubscribe option, and grammar faux pas can all raise red flags with Gmail and other providers’ spam filters.

It’s also worth understanding what is a spam trap. It’s a complex topic, but in short, spam traps detect and block emails from senders engaging in poor mailing practices. This can significantly affect your email deliverability or, in much worse case scenario, get your domain blacklisted.  

However, while it’s true that emails can end up in the spam folder for various reasons, the significance of avoiding spam trigger words shouldn’t be underestimated. So let’s talk about it next.

Types of common email spam words and writing mistakes

Creating a good marketing email is like preparing a dish. The right ingredients make it perfect, but the wrong ones can send that dish into the trash bin. The same goes for email marketing: overused phrases, symbols, special characters, covering of sensitive topics, and questionable tactics lead emails straight to the spam folder. We covered some of them in an article about spam email examples, but this time, let’s take a closer look at what to avoid.

Excessive promotions

Сheck your spam folder, and you’ll probably find plenty of emails with email subject lines “Purchase now”, “Limited-time offer”, or “Exclusive deal”. These are like annoying salespeople shouting promotion pitches at you, right? Well, spam filters don’t like them either. 

Here are examples of excessive promotions spam words everybody should avoid:

• The best deal ever
• Once-in-a-lifetime opportunity
• An opportunity for you only
• Special promotion
• Unlock huge savings
• Mega discount inside
• Flash sale alert
• Price drop for a limited time
• Exclusive access sale

Inclusion of random characters or numbers

Gone are the days when mixing characters, letters, and punctuation marks was the thing for the cool Internet kids. These days, lines like “M@ke M0ney Fa$t!” or “B!g Sa1e T0day!” make your email seem unprofessional and scammy; no one will take it as a legitimate offer. Again, ISPs also take this as a red flag. 

Here are some more examples of what to look out for (yes, those are hard to read):

• Fr33 T!ck3ts H3r3!
• Gr@b Y0ur D3al N0w!
• W!n B!g Pr!zes
• $ave $$$ Now
• F.r.e.e Offer!
• C1a1m Y0ur Pr1ze
• N0 R1sk Inv0lved
• L!m!t3d T!m3 0ffer
• Exclu$ive D3al!
• Huge $avings

Financial claims

Phrases like “Competitive pricing”, “Billions in savings”, or “Investment at no cost” can make your email sound like a get-rich-quick scheme. Better to keep the communication straightforward and honest.

Some of the following phrases could indicate spam content:

• Maximize your earnings
• Financial freedom
• Secure your future
• Wealth-building strategies
• Get out of debt fast
• Increase your income
• Retire early
• Unlock your wealth
• Secret to financial success
• Double your investment
• Free financial advice
• High ROI guaranteed

Urgency and pressure

Creating a sense of urgency is one thing, but overdoing it is another. “Take immediate action”, “Limited time offer only”, or “Urgent matter” push readers away instead of drawing them in. It’s like setting off an alarm. It gets attention, but not the kind you want.

Additional examples of words in this category known to trigger spam alarms include:

• Act fast
• Offer expires soon
• Time-sensitive
• Immediate response required
• Hurry, don’t wait
• Final hours
• Last-minute deal
• Deadline approaching
• While supplies last
• Exclusive early access
• Hurry, limited availability
• Offer closing soon

Misleading statements

By now, everybody knows that in 99% of cases, emails like “This is not a spam message” are exactly this (or someone failing at creative email strategy). While not necessarily fraudulent, those messages come across as dishonest. “Free membership just for you!”, “Risk-free investment” and “You have been selected!” fall into this category. 

Watch out for these and similar phrases that unwanted emails are made of:

• Claim your prize now
• Exclusive access
• Special invitation
• Congratulations, you’ve won
• Guaranteed win
• Not a scam
• Trust us
• Free trial (no credit card required)
• Just for selected few

Excessive use of exclamation marks and capitalization

Capitalized headlines and exclamation marks usually indicate clickbait, and that’s why everybody avoids them. Even if your emails with phrases like “Amazing opportunity!!!” or “You’re a WINNER!” would pour through the spam cracks, your subscribers definitely won’t appreciate them.

Here are some more examples of this:

• FREE gift inside!!!
• READ NOW
• OPEN!
• EXCLUSIVE OFFER!!!
• LIMITED TIME!!!
• BUY AND SAVE!!!
• WIN BIG!!!
• SPECIAL PROMOTION!!!
• NEW PRODUCT ALERT!!!
• SAVE SAVE SAVE!!!

Health and pharmaceutical claims

Statements like “Achieve weight loss” or “Reliable medication like Viagra” not only trigger Gmail and other providers’ spam filters but also raise credibility issues. You have to tread carefully and authentically with any health-related offers. They can mislead people (even unintentionally) and get you in trouble with both spam and the law. 

Be cautious of these phrases (and other similar ones), which can be red flags for spam:

• Miracle cure
• Instant pain relief
• Lose weight overnight
• Eradicate cancer now
• Secret formula
• Anti-aging breakthrough
• Revolutionary diet
• Boost your immune system
• Natural remedy
• Guaranteed health improvement
• Magic pill
• Quick fix for chronic pain
• Herbal healing
• Scientifically proven results
• Fast acting solution

Unrealistic offers

If it sounds too good to be true, it probably is. Even the average spam filter knows it. Classic examples are phrases like “Get rich quickly” or “You’ve won a million dollars!”. 

They might not always be caught by filters, but be mindful of these expressions:

• Double your money instantly
• Free luxury car giveaway
• Win a dream vacation
• Get a free iPhone
• Millionaire secrets revealed
• Own a villa for nothing
• Exclusive VIP membership
• Free lifetime access
• Jet set lifestyle
• Become a celebrity overnight
• Free shopping spree
• Ultimate wealth package
• Claim your mansion
• Private island giveaway
• All expenses paid world tour

Privacy and security measures

You might have a genuine concern for subscribers’ security but still come across as suspicious. For example, “Secure your account information” or “Password verification required” can feel like a stranger asking for the keys to your house. It also can trigger the guards, i.e., spam filters. 

So it’s better to avoid certain phrases:

• Confirm your account details
• Urgent security alert
• Verify your password
• Immediate action required for your account
• Secure your funds now
• Update your banking information
• Protect your assets
• Critical security update
• Confidential account verification
• Free security scan
• Emergency data breach alert
• Secure encryption service
• Private account access
• Guard your privacy
• Safety compliance required

Employment-related spam words

Phrases such as “Guaranteed employment,” “Quick hiring process,” or “Earn big from the comfort of your home” might seem like attractive hooks to grab a reader’s attention. Yet, these are exactly the kind of terms that signal to spam filters that your messages might not be trustworthy. 

Here is another set of examples to keep on your radar for potential spam:

• Immediate job openings
• High-paying work-from-home opportunities
• No experience required
• Make money fast
• Unlimited earning potential
• Be your own boss
• Secure your position now
• Fast track to promotion
• Exclusive job offer
• Top salary guaranteed
• Work from anywhere in the world

Promoting unethical behavior

Phrases like “Get rich by tricking others!” or “Secret loophole in the law!” are the digital equivalent of a snake oil salesman’s pitch. They might be attention-grabbing, but they ruin the trust between you and your readers almost instantly. This might also affect your reputation and lead to a significant loss of credibility with all platforms where your brand has a presence. So, even if you aren’t scared of spam filters, steer clear of this one. 

Here are additional keywords often associated with spam:

• Manipulate the system
• Quick cash scheme
• Earn without working
• Black market access
• Illegal gains
• Foolproof scam
• Hack your way to success
• Exploit this trick
• Cheat the system!
• Undetectable loophole!
• Instant success secrets
• Bypass regulations
• Get ahead unfairly

Poor grammar and spelling errors

One accidental or purposeful typo won’t get you to the unwanted spam folder or huge unsubscribe rates. Email providers have complex algorithms weighing in multiple factors for that. But if your email is full of mistakes, filters can flag it as spam. 

Still, even simple mistakes like “Exclusve deel inside!” or “Sing up for our newsltter!” make your email appear unprofessional. Grammar and spelling errors distract from the content and weaken your call to action, no matter how compelling it is. Worse, frequent email mistakes might lead recipients to unsubscribe, affecting your engagement rates and overall marketing strategy.

Misspelled something in your recent campaign or included a wrong link? Learn how to write an email correcting mistakes.

Other cases

Of course, this list can be continued: there are hundreds of unique scenarios when the words that were used for your email marketing campaigns triggered spam filters. One such example is an integration of different languages across different parts of the email: main text and its preheader. This mismatch not only confuses your audience but can also trip up spam filters, questioning the consistency of your communication.

What if you cannot do without these words?

In reality, sometimes you will need lines like “exclusive deal” or “limited-time offer”. The key here is to find the right balance so they won’t overpower your message and impact your email deliverability. How to do it? 

Keep in mind that your email gets an overall spam score based on the mix of copy, design, and more. To learn what your spam score is and adjust your campaigns accordingly, you can use free spam checkers.

By the way, a spam checker doesn’t have to be a separate tool. For example, it is integrated in Selzy and quickly evaluates your email, so you don’t have to worry about getting into the dangerous unwanted email territory. The feature is available to all Standard and Premium plan users.  Register in Selzy, secure your email marketing performance, and get tens of useful integrations.

So, back to the million-dollar question: Can you use these words and phrases? Absolutely, but use them sparingly, thoughtfully, and where they make sense. Remember, in the world of email marketing, less is often more!

Final thoughts

Let’s face it: if you have a great, high-quality product, you probably don’t use most of the trigger spam words listed above. If you have a good track record, even tricky examples, such as “limited-time offer: today only”, won’t necessarily get your emails into a spam folder. 

So the key takeaway here is to be cautious, perform checks where you can, and make every email count. 

This article was first published in February 2024 and updated in March 2025.