Preventing your E-Mails from becoming SPAM

SPAM Terminology in E-Mail Marketing

Adam M. Hubka CEM, CEA - member of the E-Marketing Association as well as the Institute of E-Commerce Consultants

E-Mail marketing has become an enormous asset to businesses of all demographics and provides an essential tool to help get products to desired audiences. In order to affectively formulate and deploy an e-mail marketing campaign, special attention must be given to the content of the message, specifically in regard to SPAM. The CAN-SPAM act of 2003 defined multiple provisions in the area of e-mail marketing that regulate the content of e-mail broadcasts. One of the primary reasons an e-mail is targeted and categorized as SPAM is related to the use of specific terms and phrases throughout the body of the message. If an e-mail or e-newsletter contains content that is determined to be SPAM, it will greatly diminish the effectiveness of the campaign and could potentially taint the sender's reputation in the long run if e-mails are consistently flagged as SPAM.

To help maintain the integrity of your messages, it is essential to avoid phrases and key words that are known SPAM triggers. Many of the online spam filters such as Spam Assassin and SpamCop look for these specific terms to help determine SPAM scores through a combination of Bayesian Filters (content-based) and Heuristic Filters (local & network). This can lead to increased bounce rates from IPs rejecting the messages, failed delivery to Junk Folders, and potentially even reputation-based spam filters known as blacklists.

The list below includes some of the most commonly used terminology that contributes to high SPAM scores and decreased delivery success.

 Full Refund
 Risk Free
 Money Back
 Get Paid
 Cash In
 Act Now
 Extra Income
 Go Here
 Financial Freedom
 No Obligation
 Income Opportunity
 Big Money
 Mortgage Rate
 Satisfaction is Guaranteed
 1-800
 Weight Loss
 Lose Weight
 Over 18
 Investment Advice
 Strong Buy
 Dear Friend

These phrases have been compiled from various e-mail SPAM test websites such as Habeas and Pivotal Veracity. They represent industry-standard terminology that contributes to higher SPAM scores. However, because most spam filters look for these exact word matches, some of the phrases can be replaced or re-worded to help maintain the message of the text while still avoiding being flagged as SPAM.

 Full Refund
 Risk Free
 Money Back
 Act Now
 Extra Income
 Go Here
 Financial Freedom
 No Obligation
 Income Opportunity
 1-800
 Investment Advice

 Total Refund
 Free of Risk / Without Risk
 Return you Money
 Act Today
 Extra Revenue
 Click Here
 Financial Independence
 Free of Obligation
 Financial Opportunity
 1.800
 Advice on Investment

When it comes to e-Marketing, a recipient viewing your message is an essential element to the overall success of the message. But equally as important - and some might say more important - is ensuring that the message contains the appropriate language necessary to successfully reach the recipient's inbox.

While e-mails can certainly be sent with SPAM related phrases, your e-mail delivery success rate greatly increases in terms of both delivery and response if this terminology is avoided all together.

Adam M. Hubka CEM, CEA - member of the E-Marketing Association as well as the Institute of E-Commerce Consultants