Review Newsletter Content to Prevent Spam Complaints

Your emails ending up in the spam folder is every sender’s greatest worry. One of the best skills you will need to learn and improve on to avoid your emails ending up in the spam folder is to write better emails.

Sometimes a perfectly genuine and legitimate email can end up lodging in the spam folder for no obvious reason, even when you believe you're sending relevant messages to people who want to receive your emails.

It can be quite frustrating when this happens and, as a sender, it’s up to you to ensure that your email campaigns do not contain content that could be flagged as spam. 

The content of a message is very important to how deliverable a message is (including attachments, URLs, message text, and headers), so here are a few tips on what you should keep in mind and avoid when creating your newsletters:

Spam Trigger Words

The first characteristic of an email is the language used in it. If you use spam-like words, they can send your message to the right into the spam folder. Spam triggers are words or expressions that popular email service providers (such as Gmail or Yahoo) mark as red flags. Most spam keywords fall into one of these main types of spam words:

  • Urgency 🚨 Words that pressure your recipients, such as Act Now or Deal Ending Soon
  • Shady 🔞 Unethical or legally questionable words, such as drug-related keywords
  • Overpromise 🤩 Exaggerated claims such as Fantastic Deal or Financial Freedom
  • Money 💰 All things related to money or offers in general, such as $$$ or Earn cash
  • Unnatural 💬 Words or phrases that don’t feel natural such as Dear friend or that are difficult to understand, such as Multi-level marketing

You can find an extended list of spam trigger words by doing a quick search on Google using the search term ''Spam Trigger Words".

Having spam words in your email doesn’t automatically mean that it will be sent directly to the spam folder. If you combine a few of these words in context, as part of the structure of your email, then you’ll be safe; especially if your emails are being read by your recipients.

For example, If you want to promote a special promotion during Black Friday, Using the word “Offer” would be considered legitimate depending on the time of the year and the structure of your email.

On the other hand, if you stuff your email with a lot of these spam trigger words, the spam trackers present in email service providers such as Gmail, Yahoo, etc will go off and your content will get diverted into the spam folder. Writing your email subject headers in all Caps can also make your emails go into the spam folder.

Blacklisted URL Shorteners

Link shorteners hide the content of your email and because of that, spammers will take advantage of this to share malware and phishing content. As they're usually used to abuse and associated with spammers, these URLs can highly hurt your deliverability as they often get blacklisted. If you send an email containing links shortened with common domains that are blacklisted, your email will probably end up in the Spam folder of your audience or get blocked by an anti-spam filter. 

Some of the most popular link shorteners are:


You can verify if the URL you're using is currently blacklisted here.

Be aware: If you're including a blacklisted URL shortener to your newsletters when sending with the MailPoet Sending Service, you may have the sending paused for your account because of that.

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