---
title: "How do I write my campaign content to avoid spam in Sarbacane Campaigns?"
description: "Text, images, links and words to avoid: the points to check so that your campaigns reach the inbox and get read."
url: https://help.sarbacane.com/en/articles/384-how-do-i-write-my-campaign-content-to-avoid-spam-in-sarbacane-campaigns
collection: "Best practices"
updated: 2026-11-02
language: en
alternates: [fr, es]
---

# How do I write my campaign content to avoid spam in Sarbacane Campaigns?

Text, images, links and words to avoid: the points to check so that your campaigns reach the inbox and get read.

Spam filters analyze all the content of your campaign: words, links and images. Clear, balanced content without typical spam wording is more likely to reach the inbox and be read. Check the points below before each send.

## Steps

1.  Structure your message with headings, short paragraphs and white space: your readers often spend only a few seconds on it.
    
2.  Guide readers towards one main action (visit a page, discover an offer, buy) with a clearly visible button or link.
    
3.  Balance text and images, around 60% text to 40% images. Filters cannot read images, and some mailbox providers (Outlook, for example) do not display them right away.
    
4.  Add alternative text to each image, so that the message remains understandable when images are not displayed.
    
5.  Avoid promotional terms (promo, free, offer, euros, etc.), urgency terms (open now, don't miss out, etc.) and words written entirely in capital letters. For a more complete list, see [this article on words to avoid (in French)](https://www.user.com/fr/blog/spamwords-termes-eviter-emails).
    
6.  Insert your links and contact addresses as a button or clickable link, not as plain or distorted text (such as “www.mylink. com”).
    
7.  Personalize when relevant (first name, customer information, targeted content), without forcing it.
    
8.  Before sending, test your campaign on desktop and smartphone, and in several mailbox providers. Check links, images and display.
    

## Expected result

Your campaign displays correctly everywhere, does not trigger spam filters, and clearly guides your readers towards the expected action.

## Related articles

-   [Why do my emails end up in spam with Sarbacane Campaigns?](https://help.sarbacane.com/en/articles/171.md)
    
-   [Best practices for your campaign headers](https://help.sarbacane.com/en/articles/383.md)
    
-   [Best practice guide for better deliverability](https://help.sarbacane.com/en/articles/168.md)