Announcing 4 Deadly Words To Avoid Using In Email Marketing

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Millions of marketing emails are sent daily. Many, although they may be written with the best of effort, contain words that are not clear or concise. What’s the big deal? Well words are powerful. They are used to empower and diminish, to charge emotionally and to bring down, to deceive and to illuminate. The ability to use words as tags for emotions, feelings, thoughts, and ideas is one of the things that separates us from animals. The way that we use our words in written correspondence tells a lot about ourselves. Care should be taken to only use words that will clearly and concisely represent what we set out to convey. This being said, I am going to list, in the following paragraphs, four words/phrases that are used in email marketing in ways that they should not be. Now I admit that these are phrases that are commonly found in correspondence and are widely accepted. You can find them in correspondence from debt collectors to carefully crafting sales men. Nevertheless, it does not make them correct.

Yours truly and Sincerely yours: Google says these phrases are used as a formula for ending a letter. This is correct. They are certainly used frequently to end a letter, but that does not make them the correct use of words. Primarily because of the word “yours.” Most of the time you do not belong to the person that you are writing to. Closing the email using the word “Sincerely” would be a better fit.

Respectfully: This word has a mournful and somber tone to it. It should not be used to close most correspondence. The only time that I can think of that it would be proper to use this word in electronic correspondence is if you are selling something that has to do with the dearly departed.

I have forwarded or I am forwarding: It might be tempting to use one of these phrases when sending an attachment in response to an order. However, forwarding in email terminology means that you are sending something that was sent to you first and you are passing it on. The more appropriate phrase would be “I am sending.”

Enclosed please find: This is another phrase that might be tempting to use when filling an order that requires you to send an attachment. First of all the words “please find” would be totally inappropriate because there would be nothing to actively go and find. The attachment will probably be in the same place that the recipient always finds his/her attachments. Also, nothing is enclosed in an electronic message. “I have attached… ” would be much better verbiage.

The words and phrases that you use in a marketing email represent you and your company. Using words that are more clear and concise will improve your correspondence as well as your image.

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