A word list is a heuristic, not a filter
The honest answer first: modern spam filtering does not work off a banned-word list. Gmail, Outlook, and the rest decide inbox placement mainly from two things: whether you can prove you sent the message (SPF, DKIM, and DMARC), and whether people want your mail (opens, replies, and how often someone hits the spam button). A trusted sender with an engaged list can write free and still land in the inbox. A cold, unauthenticated sender will hit spam with the most polished copy in the world.
So no phrase here triggers a filter on its own, and removing it will not lift a message that is failing on reputation. These phrases correlate with the kind of email people complain about: urgent, prize-baiting, over-promising copy. Complaints are the signal that actually hurts you. Cleaning the language makes the message clearer and less complaint-prone. That is a real improvement, but it is a copy edit, not a deliverability fix. For the causes that decide placement, see why emails go to spam and the email deliverability guide.
The categories, and what to write instead
The tool sorts flags into seven groups. Each one points at a habit, and the fix is usually to say the specific, true thing instead.
Pressure and urgency. A manufactured deadline makes people act before they think, then resent it once they notice. Keep it only if the deadline is real. Act now, this limited time offer expires today reads better as Your launch discount ends Friday.
Free and offers. Stacked freebies and discount superlatives are classic promo bait. Name the one offer that’s real. 100% free, best price, huge savings reads better as Annual plans are 15% off this month.
Money and prizes. Free gifts, winnings, and cash bonuses are the oldest spam tell there is. Say what the offer actually is. Swap Claim your FREE gift, you’re a winner for Here’s the onboarding guide you asked for.
Income and work-from-home. Easy-income pitches carry a decade of scam baggage. Lead with the actual role or product. Swap Make money from home, be your own boss for We’re hiring a part-time support role.
Overclaiming. Guarantees and absolutes read as doubt, not proof. One real number does more than a stack of superlatives. Guaranteed, risk-free, 100% satisfied results becomes Most teams finish setup in under an hour, with a full refund in the first 30 days.
Shady tactics. Some phrases beg a click. Others swear they aren’t spam, which only plants the thought. Both cost you trust, so name the action instead. Instead of Click here. This is not spam. try Read the release notes.
Formatting tells. ALL-CAPS runs, stacked exclamation marks, and rows of dollar signs read as shouting, and they render badly in a lot of clients. Sentence case, single punctuation. FREE!!! SAVE $$$ NOW is clearer as Save 15% on annual plans.