Ethical Email Marketing: Choosing the Right Language

Building trust with your audience is crucial. Use genuine language that aligns with your brand’s voice. Select phrasing that’s conversational and makes your customers feel comfortable. Avoid using time-sensitive words and phrases that create unnecessary urgency. For example, “10% off inside” is more enticing than “URGENT: Act Now.”

Words to avoid that may trigger spam filters:

• Act now
• Apply now
• Urgent
• Exclusive deal
• Important information regarding
• This won’t last

Be clear and straightforward about what your email offers. If it’s an extra 50% off sale items, state that directly. Your audience doesn’t want to feel misled. Avoid exaggerated or hyperbolic phrases that could be seen as deceptive.

Hyperbolic phrases to avoid:

• Best offer ever
• Fantastic deal
• Free money
• No catch
• No fees

Ensure your language adds value to your audience. This gives them a reason to open and engage with your email. Avoid desperate language that makes it seem like you are begging for their attention. Instead, use phrases that show you have the audience's interests in mind, such as “we think you’ll like this” or “we made this with you in mind.”

Desperate phrases to avoid:

• Please read
• We need your help
• You need to see this

Most people don’t intend to send spam emails, so it can be frustrating when emails end up in spam folders. Save yourself that frustration by using trustworthy and honest language, being truthful about what you offer, and using language that adds value. If you’re unsure whether your language is ethical, test different approaches and analyze the results to see what your audience responds to best.