"Email marketing can be a tricky balancing act," writes Melissa Miller at HubSpot. "You want to use copy that will get your recipients' attention, but you don't want to select words that will raise red flags with SPAM filters."

So what about the word free? Once considered the reddest of red flags, it's now considered a safe copywriting choice. Right?

HubSpot decided to find out with an A/B test that asked two questions:

  • Does using the word free hurt my deliverability?
  • Does my click-through rate improve if I use the word free?

The test used two versions of the same email.

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