Do This, NOT That: Marketing Tips with Jay Schwedelson GUEST!! 🚫 The Truth About "SPAM WORDS" in Subject Lines w/ZeroBounce COO Brian Minick | Ep. 473
Mar 12, 2026
Brian Minick, COO of ZeroBounce and email deliverability expert who helps companies with validation and inbox placement. He debunks spam-trigger-word myths like “free.” He explains why 100% inbox placement is impossible. He reveals why unsubscribes can boost reputation and why Gmail’s Promotions tab can be fine. Practical tips on migrating ESPs, IP choices, warmup, and send-volume effects.
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100 Percent Inbox Placement Is Unrealistic
- 100% inbox placement is impossible for any practical sending program sending to many recipients.
- Brian Minick explains individual users marking mail as spam and aggregate signals ensure some messages will land in spam, so aim for 98%+ instead.
Use Clear Subject Words Without Fear
- Do not avoid common marketing words like "free" out of fear; they don't automatically trigger spam filters.
- Brian Minick warns against overusing risky content like explicit adult terms, and says unsubscribes are preferable to spam complaints.
Make Unsubscribes Easy To Protect Reputation
- Make unsubscribing easy because unsubscribes send positive signals and prevent spam complaints.
- Brian Minick recommends clear unsubscribe options since forced retention leads users to mark messages as spam, damaging reputation.
