One wrong word can send your email to spam. Here's what to avoid.
Spam Trigger Words
Avoid or minimize: Free, guarantee, no obligation, act now, limited time, click here, winner, congratulations, urgent, 100%.
These aren't automatic spam, but combining several triggers problems.
Formatting Triggers
All caps: DON'T SHOUT.
Excessive punctuation: Not like this!!!
Too many links: 1-2 max in cold emails.
Image-heavy: Text-to-image ratio matters.
Different colored fonts: Keep it simple.
Excessive bolding/highlighting: Looks promotional.
Technical Triggers
Missing authentication: SPF, DKIM, DMARC.
Suspicious sending patterns: Sudden volume spikes.
High bounce rates: Clean your lists.
Spam complaints: Even 0.1% matters.
Content Triggers
Deceptive subject lines: Subject must match content.
Misleading sender names: Be who you say you are.
No physical address: Required by law.
No unsubscribe: Required and expected.
Testing Before Sending
Use Mail-Tester: Send test email, get spam score.
Check blacklists: MXToolbox blacklist check.
Review content: Read it like a spam filter would.
Safe Alternatives
Instead of "free": Complimentary, no cost, included.
Instead of "guarantee": Promise, commitment, assurance.
Instead of "act now": When you're ready, at your convenience.
Instead of "click here": Learn more, see details, [specific action].
The Bottom Line
Write like a human professional, not a marketer. If it sounds salesy to you, it sounds salesy to spam filters.