The choice of words used in the content of an email is very important to guarantee good deliverability. Internet service providers and online messaging services have anti-spam filters to filter out emails deemed fraudulent and thus protect their users from potential scams. Let’s see how to avoid having your email end up in the spam bin.
Why do emails arrive in spam?
If some emails are classified as spam, even when they have no fraudulent intent, it is because mailboxes assign a score via spam filters to all emails transmitted. The lower this score, the less likely the email is to be considered spam. Emails classified as spam are therefore those that have received a bad score, after an in-depth analysis.
Examples of trigger words that send your emails to spam
To avoid seeing an email classified as spam, there is unfortunately no exhaustive list of words to avoid. The rules formulated about the deliverability of emails are rather recommendations. Typically, spam filters recognize specific linguistic categories that they associate with fraud. However, using one of these words does not necessarily mean that the email will automatically be sent to spam.
Companies that operate in the banking or health sector are more confronted with the problem of spam classification than others. The terms they use to communicate by email with their audience often fall into the categories of words banned by the various Internet service providers.
Among the words sanctioned, even banned by the mailboxes is in particular the lexicon of money. Thus, emails containing terms such as “free”, “free registration”, “refund”, “credit card”, “revenue” or even “free of charge” are subject to a bad score.
Similarly, words that can easily be associated with a scam lower an email’s score. Those who contain them often end up in the “junk mail” category of the mailboxes they target. These are, for example, the terms “earnings”, “earning money”, “savings”, “satisfaction guaranteed” or “it works”.
In addition, email service spam filters are now used to recognizing spam words marketing, words or expressions used by the senders of fraudulent emails to induce readers to act in haste. They are similar to traditional marketing methods whose goal is to provoke a sense of urgency in the recipient, pushing him to make a hasty decision. For example, phrases such as “limited time”, “hurry up! “, “enjoy it” or the term “urgent” obviously increase the spam score of an email.
More broadly, all words relating to health and medicines are sanctioned by spam filters. Internet service providers are particularly sensitive to claims about weight loss. These are indeed very widespread and often sources of scams, such as phishing attempts. This is why terms such as “weight loss”, “how to lose weight” or even “-15 kg in 7 days” are subject to special monitoring.
Some advice so that your email is not considered as spam mail
All professionals seek to maximize the deliverability of their emails. Seeing a promotional email sent to the spam box represents a significant loss of earnings. Preventing an email from being considered undesirable is therefore a strategic issue, especially for companies that have no choice but to use words deemed sensitive by anti-spam filters.
To prevent a legitimate email from being identified as spam and not being opened by its recipient without giving up its lexicon, a few tips can be applied easily. First, it is recommended to use synonyms that refer to a more specific definition. It is, for example, possible to replace “save”, a generic term very common in fraudulent emails, by “make a financial investment”. Overall, providing specificity bypasses terms identified as spam and makes anti-spam algorithms understand that the content makes a real promise to the reader.
Similarly, it is strongly advised not to accumulate spam words potentials. Often, it is possible to rephrase the intention so that it is presented clearly to the target. In this case, the expression “limited duration” can be replaced by a precise indication of the dates of the promotional offer, for example “from 7 to 14 March”.
Finally, the overall structure of the email is also important in the analysis of its text content by anti-spam filters. The spam words are even more penalized if they are written in a font intended to attract attention or if they are in the subject area of the email.
To choose an appropriate email subject, it is advisable to read it in detail and think about the intention stated in it. A simple, clear and attractive twist is possible to increase the click rate without taking the risk of being classified in the spam mail category.
Another important point, an email must clearly show the name of the sender so as not to be considered undesirable. The sending email address must also be easily identifiable, the best being to stick to the following presentation: “[email protected]”.
Images embedded in the body of the email are also analyzed. Pay attention to their title and any tags. These elements should also not contain words that could be identified as spam.
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