| Will the word "free" cause my email to automatically go into the junk folder? |
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Question: Would certain words within an email, such as "free," cause my email to automatically go into the junk folder? Answer: Words like "free" don't have the same weight they used to. For a long time, ISPs relied primarily on email content to try to separate spammers from legitimate email marketers. So if you used a word like "free" or an adult-related term in your subject line, there was a strong possibility your message would go straight to the junk folder. That's not necessarily true today. ISPs now place more and more emphasis on the sender reputation, and with the introduction of reputation-based filters, they have more criteria to judge your email marketing messages. The factors that contribute to reputation-based filtering include spam complaints and email bounces, as well as how many spam traps are on your email list. In other words, a company with a reputation for sending spam is more likely to get blocked than a company with a good reputation – even if the good-guy company uses a previously taboo word like "free" in the subject line. Check out these articles for more details: ### About the AuthorDavid Fowler is the director of email strategy, deliverability and privacy compliance for Lyris. He consults with email marketers to help them get better results from their email programs. Related Resources:
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