Phrases to Avoid in Promotional Emails


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You own your own business and one of the extremely effective ways that you are able to reach other people is through Emails. As a business owner, you have products and/or services to sell, which means that you will be putting some information that is relevant to that idea in your Emails. What terminology should you avoid?

Phrases that are counterproductive if used

The tone of your Email to your clients and prospective clients should never, ever be annoying or humdrum. With that in mind, you should make sure (every time you send an Email) that you choose your phrasing very carefully. In fact, there are certain phrases that you should avoid entirely. There are many different phrases that you should do your best to avoid. The following are just some of them.

  • “We guarantee the lowest price”: You cannot ever guarantee that. There will always be someone who has the ability to sell what you are selling for a lower price. Additionally, you are focusing (and making sure that your client or prospect focuses) on the wrong thing. First of all, your customer should think about the value that you will contribute if he or she decides to buy what you are offering. The final piece of it should be the price. If at all possible, you should demonstrate a gesture of good faith by working with your client or prospect to settle on a price that you are  both comfortable with.

  • “I hope that you are doing well”: This phrase actually smacks of non-human behavior. If you know the person on any level, you will know how they are doing. There will be no guesswork involved. On the other hand, if you don’t know the person, don’t bother until you get to know him or her. In any case, don’t use this expression. If won’t give the recipient a warm, fuzzy feeling.

  • “I wanted to reach out to you”: It doesn’t really mean much and it is overused. You should definitely be able to find better ways to convey the same thought.

  • “I am going to be in the neighborhood so I will come by”: You probably were not going to be in the neighborhood at all. You should try to be more honest than that. You should simply tell the person that you would like to come and see him or her in person if it is convenient. Leave it at that.

  • “We offer a free estimate with absolutely no obligation”: I am sorry but that is never actually true. Somewhere down the road, there will be some obligation.

  • “A large corporation in your niche or industry”: It never pays to be vague. You will not be giving anything away that will cause negative consequences if you actually name the corporation. Your Email recipient will appreciate it and you won’t seem cagey.

  • “Click on this link if you want more information”: The chances are great that you don’t need to give your customers any additional information than what is already in your promotional Email. Your Email recipients don’t need any additional prodding.

  • “Please don’t hesitate to contact me with any questions or concerns: Your Email recipients already have your content information at their fingertips. Reiterating it may get annoying to them.

  • “Sincerely yours” instead of “Kind Regards” or “Best Regards”: That is not appropriate for a business Email. It is fine if you are writing a personal Email but not if you are writing a professional one. You need to keep your professional Emails professional.


There is a great deal of language that is perfectly appropriate to put in a professional Email. You want to make sure that your Email tone is never annoying, pushy, desperate, or overwhelming. The balance is not as difficult to establish as you might think. Of course, you should also avoid sending too many Emails as well. People generally don’t like that at all. When it comes to your Email tone and subject, it is important to be sensitive to your recipients’ needs and make sure that they feel that you are speaking only to them in your Email.


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Carolyn Cohn

Co-Founder and Chief Editor at CompuKol Communications LLC

Carolyn Cohn is the Chief Editor of CompuKol Communications LLC. Mrs. Cohn has a wealth of experience in business writing as well as having a strong editorial background. She manages all of the company’s writers, journalists and editors as well as writing, editing and publishing several business articles a week on a consistent basis, which are syndicated globally.

Mrs. Cohn has run several editorial departments for other companies. She has over 25 years of editorial experience and her expertise covers a wide range of media, such as online editing, and editing books, journal articles, abstracts, and promotional and educational materials.

Throughout her career, Mrs. Cohn has established and maintained strong relationships with professionals from a wide variety of companies. The principle that governs her work is that all words need to be edited.

Mrs. Cohn earned a Bachelor of Arts degree in English from the State University of New York (SUNY) at Buffalo.

Mrs. Cohn is a member of the American Medical Writers Association (AMWA).

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