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8 Phrases to Avoid in Your Sales Emails

Avoid these phrases in your sales emails to improve your lead nurturing and inbound sales processes.


Email is a great sales channel to communicate with prospects. However, when we start seeing success with our sales emails, there is a tendency to let them wander into autopilot mode. We no longer pay attention to content and customization, and fall into the habit of using stale, formulaic jargon instead.


Remember, customers are usually too busy with their own affairs to decipher a jargon riddled email.


Here are a list of common phrases that could have crept in over time that you could definitely do without:


‘Hey’, ‘Hello there’, ‘I hope you are well.’


What all these phrases have in common is an assumed familiarity that isn’t genuine, despite the lack of any previous connection with the recipient of the mail. People are busy and receive tons of email. Pretending you know them only comes off as disrespectful.


Touch base or ‘checking in


Avoid the use of tired, overused phrases, clichés and corporate jargon as these do nothing for your sales communication. Your mails need to stand out and the use of these redundant phrases will be seen as fluff that annoys potential clients.


‘Get a dialogue going’, ‘ideate’, ‘circle back’, ‘open the lines of communication’.


These clichéd statements top the list for lack of creativity. Ditch the urge to use lesser known or long corporate-y words when a simpler, shorter, plain English synonym would convey the meaning easier and faster.


Best-in-class,’ ‘cutting-edge,’ ‘amazing,’ ‘brilliant,’ ‘unbelievable,’ ‘brand-new,’ ‘seamless’


Don’t fill your emails with superlatives no matter how accurately you believe they describe your product/service. Sales communication is not the right place for hyperbole. The same applies to overusing words like ‘really’, ‘very’, ‘extremely’ or ‘highly’ as these leave people skeptical, much in the same way as badly produced infomercials. It’s best to let your product and its value speak for itself as customers will not need convincing if they discover how it addresses their pain points.


‘Things’ or ‘Just’


These indicate uncertainty, a lack of confidence and that you haven’t taken the time to research your prospect. While ‘just’ or ‘only’ are weak words that make you appear insecure and apologetic, ‘things’ makes you sound incompetent, lazy or both.

For example: Just a quick email to …’ orjust following up...’ or ‘only a few seconds of your time’ and ‘What things are you currently struggling with?’ or ‘we’re sure you use things like marketing automation software but...’

Precision makes for better persuasion so don’t assume the prospect will know exactly what ‘things’ you’re referring to and provide clarity with specifics instead.  Better still, removing these fillers makes for stronger sentences, crisper and more concise emails.


We guarantee the lowest price…’, ‘...a free estimate, with no obligation…’ ‘Our product increases revenue and reduces costs…’ ‘I guarantee that this product will…’ or ‘This is the perfect product for your company’


Focus on value instead of cost, especially in the awareness or consideration stage, as it makes you sound more results-oriented. Do not emphasize price, as this could be seen as a financial loss to the company. Instead, highlight how your solution addresses their pain points.


‘This offer won’t last forever’, ‘Urgent!’ or ‘Don’t miss this opportunity!’


The modern buyer is often far along their buyer’s journey when they reach out to someone from sales, so if you’re contacting a lead at an earlier stage, try to nurture them instead of sending them desperate offers. Create content to help them make up their own minds that what you offer is that good rather than trying to scare them into an impulsive decision.


! !! and ?!


Strictly speaking, these aren’t phrases but nonetheless this is an important tip to note. This applies not only for sales emails, but also for all business correspondence. Wherever possible lose the exclamation.


Shift Focus Outwards + Project Real Value = Best Sales Emails that Deliver Results


These rules apply to first touch or follow up emails, whether for B2C or B2B sales and at any point in the buyer’s journey. Remember emails are not just a way to provoke a response or schedule a meeting but also a branding exercise, and bad email etiquette can have a negative impact. Higher open or click-through rates are often the focus but once you get your prospects to open your emails, don’t forget to compose quality, clear and concise content.


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