Don’t Use These Words To Ensure Successful Email Marketing Campaign

 In About Email, Email Deliverability, Email Marketing, Guest blog

Advancements in technology and digitization have left no stone untouched when it comes to business expansion. Today, businesses are using modern technology tools and marketing techniques to spread words about their products and services. Indeed, there are a plethora of marketing techniques, but email marketing stands on top as it allows marketers to convey the message in an effective manner.

But email marketing is not all about inserting a picture and writing 2-3 lines of content in the message body. It’s much more than this. While we all know that words matter, as a business owner, it is important to know which words to use in your email marketing campaigns to encourage your subscribers to act, buy, and/or give?

While sending an email, you must ensure that you include pertinent information while also paying attention to how your message might affect your subscribers' perceptions or behavior. However, there are some words you shouldn't use in email marketing. Some words can upset your subscribers and diminish the reputation of your brand.

So here we are going to discuss what kind of words, phrases, or jargon you need to avoid while crafting an email for your valuable customers.

Words NOT to Use in Email

Source: Oberlo

The above figure clearly reflecting that email users are increasing by leaps and bounds. Moreover, brands today can leverage social media platforms to grow an email list. Popular brands harnessing the power of Instagram to reach an innumerable amount of eyeballs. Get started with engaging content and appealing Instagram story templates that redirect visitors to a sign-up page and boost subscribes in no time.

The rules of email marketing are tricky. When with an exclamation mark, do you come off as unhinged? Does your message seem redundant? Can you tell if your message is being opened at 5 p.m.?

Rather than debating whether you should use an emoticon or research when to send an email at the best or the worst times of day, consider this: The words you use could be totally wrecking your message.

If you are writing a marketing email, contacting a potential employer, or writing to a colleague, pay close attention to your word choice. Moreover, you also need to be careful when you are carrying out email automation strategies. Avoiding the following words and phrases will help you send professional email messages and get the response you deserve. So let’s get started.


If your headlines or content use the word "free," you'll look less trustworthy. Because subscribers understand that nothing in this world is free. Most spammy emails include the phrases "free", "save money", "opportunity", or "promotion", among others. Be different and avoid throwing away your subscribers' attention with such overused words. Find better ways to attract them!

This word leaves a negative impact on users, especially when you are connected with the online business. Whether you are engaged with an eCommerce business or an on-demand business, don’t use this kind of word for product or service promotions. Here, you can take an example of a well-known ride-hailing company, Uber.

Uber has surely nailed the email marketing campaign from standard welcome mail to promotional emails to referral emails. Now, if you are a novice in the digital taxi business and embraced the Eber Taxi platform to fulfill modern customer’s needs, avoid using this kind of word.

For instance, if you are allowing free airport transfers, don’t use the “free” word in the body and subject line. Use subject line tester to verify. Instead, send out promotional mail for airport transfers during the school holidays, when families are planning vacations.


Please, do not say, "I am sorry." Unless you are apologizing for something you have said or done, you have nothing to apologize for. For example, if you call a candidate after an interview, you have nothing to apologize for.

Please do not: I just wanted to know if you had made a decision about the position.

Do: I appreciate the time you took last week to talk with me. If you haven't yet decided about the job, I would love to hear from you.

In the same way, if you are sending an email regarding a product launch or discount, avoid using these kinds of words. However, if you are crafting an apology mail for the inconvenience your customers bear, using “sorry” would make them feel valued.

“ Superlatives”

This is the most important point. We all know the hidden motive behind sending emails to customers or prospectus is advertising the products, but that does not mean you use superlative words. Instead, use simple words and let your product feature speak.
Words like INCREDIBLE, AMAZING, and other deprecatory terms give you an impression of ineptitude.

However, here you can also use cold email templates as it won’t sound promotional and will give you better responses than you would ever anticipate. Here we have mentioned some superlative words that you need to stop using right now in your email marketing campaign.

  • Fantastic
  • We are the best
  • Perfect
  • Wonderful
  • Amazing
  • You will get awestruck

Yes, these kinds of words often convey the wrong message and seem ugly. Indeed, your product is best but instead of using these kinds of words, mention your product’s unique feature that makes customers fall in love with your brand.

“ To Be Honest with You…”

This one is critical. This phrase often serves to enhance a candid statement or soften a blunt criticism ("To be honest with you, your blog does not get updated frequently enough"), but it could actually have the opposite effect, leaving your customer confused, "Wait ... were you not being honest before?"

It can seem like you were trying to hide your true opinions this whole time with this seemingly innocuous phrase, which obviously does not help you build trust. Because you are the expert in your business, the client expects that you will openly and honestly share your opinions, not just in certain cases.

Cut out this phrase as part of your emails and focus instead on telling the truth.

“Great Deal”

It is firmly recommended that you avoid the use of this phrase (unless you are already very familiar with your customers). The problem is that instead of having honest conversations with your subscribers, you are clogging their minds with other influential factors such as money, possibilities, opportunities, and so on.

They will keep pushing you to get to the point whenever you talk about the "deal" that you promised. Instead, focus on providing value and quality content rather than trying to promote yourself right away.


Make sure that there are no hard and fast rules when it comes to using powerful words in email marketing. There will actually be a wide range of powerful words for email subjects and email content depending on the industry, product, and target audience. So don’t use these words in your emails, if possible. You will see an improvement in your open rates and response quality if you avoid these words in your email messages.


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