Words carry huge power. Some words that we say every day are so powerful, that even if we use one wrong email phrase, we can unwittingly compromise the whole message and its intention.
Let’s admit it: some of us have at least once made an awkward typo in someone’s name or unintentionally signed off a letter to a client or a co-worker with “love you!” Everyone knows examples of such mistakes that can mar the impression of our discourse. However, times change, the list of potentially “explosive” email phrases grows, and we don’t always notice there’s something wrong with our writing until we get ignored or unsubscribed from.
Experienced writers know which words evoke interest and which words they should avoid to maintain the meaning and weight of their letter. We’ve prepared a list of most common slips and toxic email phrases that might make your readers want to “unsee that message.” We hope that keeping this list in mind will make your copy more clear, effective, and converting.
Emotionally intensifying email phrases and filler words to avoid
The word “just” is a “protector” word that weakens the power of what you want to express and softens the meaning of the text that follows. When you write, “I’m just following-up on my prior message…,” you decrease the value of both your sales email and the reason you are reaching out. As a result, you diminish your request for a response.
If you are taking several minutes of your time and some effort to follow-up on an ignored letter, it is something important. Do not make it look insignificant when it is crucial to you. Being too dry might seem as passive-aggressive, which can evoke antipathy and diminish your authority.
2. “Whatever,” “Like,” “Et cetera,” and “So on and so forth”
Reduce the use of “whatevers” and similar email phrases to a minimum. These are general filler expressions. People insert them when attempting to think of what they want to say next. It weakens the potential of the information you use. Alternatively, reflect for a minute to gather your thoughts.
3. “I hope this finds you well” and “I hope you’re doing great”
These phrases may sound strange to the reader, as you don’t know them, and you’ve never communicated with them in any way before. They don’t make you seem friendly but give an impression of a seller with a fake smile. Skip the sugary introduction and get to the point.
4. “Arguably” or “I think”
Remember, each idea you put in writing is your point of view. There is no need to start your opinion with “I think” or say “arguably” because these are the words of verbal protection. They declare to your readers that you can be wrong, but this is not a problem since it is only your thoughts. It is a way to defend your point of view from a presumable recipient’s attack.
Terms you may use to defend yourself weaken your position. You are allowed to have your personal view. Don’t undermine your power and the right to have an opinion. Expressing your idea without doubt, even if your recipient object to it, can serve to gain respect.
5. “Very,” “Totally,” and “Absolutely”
Email phrases such as “absolutely,” “very,” or “totally” do not add significance to the term you want to use or underline. There is no need to say, “I’m very excited.” Writing, “I’m excited,” is enough. Excessive intensifiers and extra attributes can add needless drama. When you feel the power of words, you use less of them to express the same idea. In a smaller message, every word becomes powerful and can be accurately comprehended by others.
6. “To be honest” or “I’m going to be honest”
The reader could presume you weren’t honest before. So if you have to declare it, that’ll serve as a warning for the person. Just say what you intended to say and support your idea with facts and proofs if you have some.
7. “Our offer will help you substantially boost your sales and save time”
The claim is rather obscure, and it’s hard to understand what you’re offering here. Will the user save 20 minutes daily or 20 hours weekly? How big is this “substantial boost”? It’s better to use exact figures and precise benefits:
✔️ 89% of our clients managed to save their time on lead generation by 44% and marked a 22% profit growth within 8 weeks.
✔️ You’ll be able to collect the open info about your clients/partners without having to intrudingly request it.
8. “I know you get a lot of emails”
If you do, then don’t add one more to the person’s spam list. By writing that, you’re stating that your sales email is just one amongst the others and that your writing is simply a routine. The person might be receiving tons of emails, but your letter is the only one of its kind. If you have something specific to say, just write it, or don’t write at all.
9. “Sorry” and “Excuse my persistence”
The more you seek an excuse, the less persuasive your apology becomes. Use “sorry” seldom, only for uncomfortable situations directly provoked by you, and never in cases that are out of your control. For instance, you are late to reply to an email because of a tornado that damaged the internet connection in your city. You may share why you didn’t send that email, but you are not obliged to apologize for it.
10. “Obviously” and “Actually”
Terms such as “obviously” and “actually” can make a wrong impression. These email phrases imply that the recipient does not know the subject or some details (and that you are correct) or that they do know something (when they may not). Making assumptions about your readers’ levels of awareness reveals your lack of attention, can irritate or discourage them, and sometimes might even lead to disrespect.
11. “I’m writing to you because I think you can benefit from our product/service”
How did you discover it? You don’t yet realize what the reader’s pain points are or if your service can solve their problems. Besides, be more precise about these advantages and give an extended argument. Instead of claiming to have a cure-all solution, better try to find out what problems and difficulties your reader is encountering. Ask questions like:
✔️ What is the most serious challenge in marketing you’re facing right now?
✔️ How has the new crisis harmed your opportunity to export your goods?
12. “Don’t worry about it” and “I’ll try”
Writing that you will attempt to do something implies that you are uncertain of your strengths. If you declare you will do something, readers know that you will try. Writing, “I’ll try” can make them feel worried. The last thing you need your reader to admit is that you lack determination or self-confidence.
In contrast, when you expose extreme confidence and write “Don’t worry about it,” you leave people wondering about what you are planning to do and depreciate them as you may imply that they cannot do something. Don’t forget that leaders empower others, not discourage them.
Email copywriting tips
If used accurately, writing is your chance to empower yourself and your career. Grow the power of your messages, eliminate flaws and mistakes in your email drip campaigns and enjoy active feedback from your readers. There are countless ways how to write the best sales email for your campaign, and we’ve collected some of our favorite tips and tricks to help you overcome this challenge – you can check them out.
Now, look through your lately sent emails. Do you find any filler phrases or emotionally intensifying words? Did they influence the conversion?
Share with us in the comments.