Word to the Wise's Laura Atkins, like me, often gets asked about words to avoid in subject lines. Is it OK to use the word "free" in a subject line? I read that causes spam filtering! Not true, Laura patiently explains. Like Laura, I've been trying to explain that to people for years, myself. Back in 2007, I wrote:
"Since when did the world "free" become a bad word?" The answer is: It didn't. It's not. The vast majority of spam content filters don't do anything so simplistic as to filter or block a message just because it contains the word "free." Don't be afraid to use the word "free." If you're not sending spam, it's not likely to get you blocked.
Still true today.