Spam Testing

Can anyone help please? I have an email newsletter ready to send out for a client.
I ran the design and spam testing and got a score of 67%. I went over the text to check for words that spam picks up on and ran another test, my second score was 78%. I did some further text amendments and ran a 3rd test, my score came to 33%!

Does anyone have any suggestions?
I have followed your guidelines in the help section of this website and googled other websites for pointers on spam testing before running my third test.

Thanks

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