Are spam trigger word lists still relevant for email deliverability?

The consensus across expert and marketer opinions, alongside documentation from various sources (Google, Microsoft, SpamAssassin, RFC), is that while spam trigger word lists are not the *primary* determinant for email deliverability, they are still somewhat relevant. Modern spam filters rely on sophisticated algorithms, considering context, sender reputation, user engagement, and authentication (SPF, DKIM, DMARC). Bayesian filtering does not rely on specific words. While avoiding overtly spammy language, aggressive sales tactics, misleading subject lines, excessive capitalization, and multiple exclamation points can still raise red flags and trigger spam filters or user’s ‘spam radar’, some organizations may implement custom content filters using these word lists. Focusing on building a healthy email program, permission-based lists, relevant content, good sender reputation and consistent sending habits are paramount. Testing common myths, like 'free' being a trigger word, is also recommended. Using certain emojis or multiple colours and fonts may negatively affect deliverability.

While the consensus is that spam trigger word lists are not the *primary* determinant of email deliverability, they still hold some relevance. Modern spam filters prioritize factors like sender reputation, authentication (SPF, DKIM, DMARC), and engagement. However, using overtly spammy language, aggressive sales tactics, misleading subject lines, excessive capitalization, and multiple exclamation points can still raise red flags and potentially trigger spam filters or users' 'spam radar'. Some organizations even implement custom content filters based on these lists. Therefore, while focusing on building a healthy email program with valuable, relevant content and a good sender reputation is paramount, it's still prudent to be mindful of language and avoid outdated spam tactics.

Experts largely agree that spam trigger word lists are not the primary factor determining email deliverability. SpamAssassin rules focus on content features, not just words, and Bayesian filtering doesn't rely on specific words. While some organizations might use custom word filters, deliverability experts focus on broader issues like authentication, sending wanted email, engagement, consistent sending volume, and low complaint rates. The idea that single words like 'free' act as spam triggers is considered a myth; experts encourage testing such claims.

Technical documentation from Google, Microsoft, SpamAssassin, and RFC indicates that while specific words and phrases *can* contribute to an email being flagged as spam, modern spam filters rely on a complex scoring system that considers numerous factors. Key aspects include sender reputation, content analysis, user feedback, email authentication, sending history, and overall context. Focusing solely on avoiding 'spam trigger words' is an oversimplification, as the combination of factors and the overall email presentation determine whether a message lands in the inbox or the junk folder. Multiple colours and fonts could also trigger spam alerts.