Words to Avoid

There are definitely words to avoid when sending any type of marketing email. Now, most of the words or phrases that will be listed here could be used under certain circumstances, but only when used appropriately. In other words, just because a word or words are in the list doesn't mean that they should always be avoided. The idea is to be improving the word choices made and to make your writing efforts as effective as they can be.

What does this look like?

• Dear friend... This is impersonal. If you're going to use an opener similar to this, then it's best to make sure that first names are in the email list and, of course, are being used. This may be difficult given that often the names can be elusive... If you don't have the name, then it's better to jump straight into the content.
• Click here: I'm guilty of this... It's easy, it gets the job done, but there are better ways to get this point across. Try using phrases like Learn More, Take Our Survey, and Contact Us. The idea is to find the best word or words for the job and not simply the ones that complete the task.
• Free: This is definitely one of those words that can be used, but that should be used sparingly. Unfortunately, even when this may be the best word choice to convey the message, it tends to trigger spam filters. This is due partly to how many times that it's been used improperly (i.e. in spam emails). The rule of thumb is to use this word only when necessary.
• Great offer: It may be, but there’s probably a more elegant way to say this. Spend some time thinking through new ways to describe what you're promoting and the problem that it's going to solve for the customer.
• FWD: or Re: This one should go without saying, but I've seen lately where companies are using this as a tactic to get opens. This is because people are generally more likely to open the email because, chances are, its from someone they know. Obviously, this should only be used when actually forwarding or replying...
• Guarantee or Risk Free. If this is true, then sure, go ahead and use it, but there may be a better way to phrase this message. While a guarantee is generally possible, spammers know this and tend to use it, which causes issues for those legitimate emails. Also, most things are not completely without risk and, given that spammers tend to use this one, unless its necessary, we recommend avoiding the use of this particular word or phrase.

What to remember: Instead of defaulting to generic words or phrases, try to come up with more creative ways to convey your message.