What’s the myth vs reality of “buy now” and “free”?

The myth is that using words like "buy now" or "free" will automatically land your email in spam. This was somewhat true in early spam filtering but is largely outdated today.

The reality is that modern filters evaluate context holistically. Legitimate retailers use "buy now" constantly. Software companies offer "free trials" in every email. These messages reach inboxes because the senders have good reputation and proper authentication.

What actually triggers filtering is the combination of suspicious words with other red flags: unknown sender, failed authentication, poor engagement history, or content patterns that match known spam campaigns.

Testing shows that well-authenticated messages from reputable senders can use aggressive commercial language without penalty. The words themselves are not the problem.

It is not what you say but who you are and how you say it. Build reputation, and your vocabulary becomes more flexible.