The Language Algorithm

The words you choose in your emails are getting you filtered.

Gmail's algorithm doesn't just scan for spam words.
It identifies communication patterns.

Professional versus promotional.
Colleague versus marketer.
Stranger vs friend.

I had AI analyze my emails over the last 30 days across my inbox, promotional tab, and spam folder.

There’s a lot to unpack, so I’ll save some of this info for another newsletter, but one of the main things we discovered…

Workplace Language vs Marketing Language

The emails that easily landed in my primary inbox sound like internal communications.

Marketing language: "Leverage our cutting-edge solution to optimize your ROI and transform your business outcomes through our revolutionary platform." (ugh)

Workplace language: "Here's the approach we discussed. Can we review the proposal Tuesday?" (interesting)

The difference isn't just tone. It's vocabulary. And just by changing the words you use, you can shift many of your emails into the inbox and out of promo jail.

The Professional Word List

These words consistently land in primary inboxes:

"Proposal" instead of "offer"
"Meeting" instead of "consultation"
"Project" instead of "campaign"
"Review" instead of "analyze"
"Approach" instead of "solution"
"Discussion" instead of "presentation"
"Update" instead of "announcement"
"Follow-up" instead of "follow-through"

Marketing words trigger filters.
Professional words pass through.

More Language Swaps That Work

Instead of: "Game-changing opportunity"
Say: "Worth discussing"

Instead of: "Maximize your potential"
Say: "Improve your results"

Instead of: "Cutting-edge innovation"
Say: "New method"

Instead of: "Transform your business"
Say: "Help your business"

Instead of: "Unlock massive growth"
Say: "Drive growth"

Instead of: "Revolutionary breakthrough"
Say: "Different approach"

The professional versions sound like how people talk at work.

Words That Trigger Spam Filters

Here are more words and phrases to avoid. These words landed in spam 100% of the time when there was no previous email relationship.

High-Risk Trigger Words:

• "Free trial"

• "No obligation"

• "Act now"

• "Limited time"

• "Special offer"

• "Congratulations"

• "Winner"

• "Cash"

• "Earn money"

• "Make money"

• "Opportunity"

• "Deal"

• "Discount"

• "Save"

• "Bonus"

• "Gift"

High-Risk Phrases:

• "Hope this finds you well"

• "I wanted to reach out"

• "Just checking in"

• "Following up on my previous email"

• "Are you interested in"

• "We help companies like yours"

• "Quick question for you"

• "Do you have a few minutes"

• "Would you be open to"

• "I'd love to chat"

Professional Replacements:

Instead of: "Hope this finds you well" Use: "Regarding our Q3 strategy discussion"
Instead of: "Just checking in" Use: "Update on the deliverability project"
Instead of: "Quick question for you" Use: "Question about your current ESP setup"
Instead of: "Following up" Use: "Additional information on [specific topic]"

The Collaboration Test

Primary inbox emails pass the collaboration test. They sound like two professionals working together.

Marketing tone: "Our proprietary system delivers exceptional results that will revolutionize your operations."

Professional tone: "Let's give this approach a try. I think it'll work well for your situation."

One sounds like a sales pitch. The other sounds like a colleague.

AI Prompt for Professional Language

Use or include this prompt to force AI tools to write in professional language instead of marketing language:

"Write this email using workplace language, not marketing language. Sound like a colleague, not a salesperson. Use common words like 'approach' instead of 'solution,' 'meeting' instead of 'consultation,' and 'project' instead of 'campaign.' Make it sound like internal communication between professionals.

Language Replacements:

• 'Solution' → 'approach' or 'method'

• 'Consultation' → 'meeting' or 'discussion'

• 'Campaign' → 'project' or 'initiative'

• 'Leverage' → 'use'

• 'Optimize' → 'improve'

• 'Maximize' → 'increase'

• 'Revolutionary' → 'new' or 'updated'

• 'Game-changing' → 'significant'

• 'Best practices' → 'standard methods'

• 'ROI' → 'results' or 'return'

Forbidden Marketing Phrases: NEVER use: 'Hope this finds you well,' 'Just checking in,' 'Following up,' 'Quick question,' 'I wanted to reach out,' 'Are you interested in,' 'We help companies like yours,' 'Would you be open to,' 'Schedule a call,' 'Free consultation,' 'No obligation'

Professional Alternatives:

• Instead of 'Hope this finds you well' → 'Regarding our [specific topic] discussion'

• Instead of 'Just checking in' → 'Update on the [specific project]'

• Instead of 'Quick question' → 'Question about your [specific system/process]'

• Instead of 'Following up' → 'Additional information on [specific topic]'

Content Structure:

• Lead with specific business context (reference previous meetings, projects, or mutual connections)

• Use data and specific outcomes: '23% improvement' not 'amazing results'

• Mention concrete deliverables: 'analysis attached' not 'valuable insights'

• Reference their specific situation, not generic industry challenges

• End with optional next steps, not aggressive CTAs

Tone Guidelines:

• Write like you're updating a colleague on a project

• Be informative,

• Use 'we' and 'our' instead of 'I' and 'you' when possible

• Sound like internal business communication

• Assume existing professional relationship

This prompt eliminates marketing vocabulary and forces a professional tone.

Email deliverability issues? An email deliverability project identifies exactly what's filtering your emails and rebuilds your infrastructure from the ground up. Technical audits, domain authentication, content analysis—everything needed to restore inbox placement. Most brands wait until performance drops. You don't have to. Schedule a call with me » here «