Throughout the day, we get lots of emails—professional communication is mixed with promotions from our favorite (and not very) brands and topped up with various transactional emails. Amid this variety, most emails have one common challenge—the prevalence of clichéd email phrases that have become so overused they now detract from the effectiveness of our email communications.
These clichés are tricky: not only do they risk annoying recipients, but they also undermine the potential impact of marketing campaigns and professional correspondence. That is why so many emails starting with “Deal of the year” or ending with “Buy now” go straight to the Trash.
This article aims to explore these clichés examples across different types of emails and explain why they have become less favorable and how they can negatively influence the recipient’s engagement.
Clichés in Transactional Emails
Transactional emails are automated messages sent to individuals after specific actions they’ve taken. These emails provide relevant information, such as order confirmations, shipping details, password resets, and subscription renewals. These emails enhance customer service and engagement by keeping users informed about their interactions with a service or product.
Common clichés here include the following phrases:
“Do not reply to this email.”
Level of annoyance: high
This one might be among the top three on the common clichés list. What does the person getting this email feel? Right, like he or she has just been shut down. So, this line is a digital equivalent of a conversation where one person does all the talking while the second one shall not dare to ask a question in return. Frustrating? Yes! Arrogant? Quite so.
Instead of preventing your users from any kind of interaction with this email, try to encourage dialogue by providing an alternative way to get in touch. Replace this cliché line with “Got questions or need help? Here’s how to reach us [link to contact page].” This opens a two-way street, making your brand seem more approachable and likable.
“Your order has been processed.”
Level of annoyance: moderate
“Your order has been processed. Next!” This message sounds as cliché as it is impersonal. If you ever encountered cashiers handing you a receipt without making eye contact, then you know how it feels. Not annoying per se, but impersonal, as it does nothing to build a relationship with your customer.
Make your message pop by adding a personal touch and a hint of excitement, like “Great news! We’ve processed your order, and
is getting ready to make its journey to you.” By using this alternative, you do not just notify your customer but create a moment of anticipation and personal connection. Bonus: like this, you can also avoid being on the list of examples of clichés for marketers.“If you did not request this email, please ignore it.”
Level of annoyance: moderate
This one is one of the examples of clichés that are both confusing and somewhat suspicious. This message, while being familiar to all of us, still leaves you with question marks in your head. If I did not request it, why did I get it? Why does this company have my email address? It points out that the company is both impersonal and does not do a good job of handling personal data. It implies a mistake was made but offers no clear path to clear it.
Instead of leaving customers confused, offer them a clear action step for peace of mind, such as “Surprised to see this email? If you didn’t request this, no worries! Let us know here [link to support], and we’ll sort it out.” This shows you’re proactive about security and customer satisfaction.
“This is a confirmation of your recent transaction.”
Level of annoyance: low
This phrase sounds…obvious. It does confirm something we just bought or subscribed to or made an appointment for, yet it completely lacks anything our brains or feelings can cling to. It’s the email equivalent of someone narrating their actions in real-time—unnecessary and uninteresting. Plus, it lacks any opportunity to engage.
Instead of stating the obvious, spice it up with a bit of personality or gratitude. For example, “Awesome, you’re all set! Your is on its way.” This not only confirms the transaction but does so in a way that makes the recipient feel good about their decision and anticipate the result of their actions.
Clichés in Cold Emails to Potential Partners
These emails are sent to initiate a business relationship. The goal is to introduce oneself, one’s company, or one’s products/services in a compelling way that encourages the recipient to engage in further conversation or collaboration.
What are the email clichés here?
“I hope this email finds you well.”
Level of annoyance: sky high
Well…this opening line is as predictable as an alarm clock on a Monday morning or a small talk about the weather. And by the way, similarly annoying. While some sayings are meant in a good way, when written or spoken out loud, you feel like they’d rather were not. This is the case. It sounds impersonal, overused, and too…obvious to be put in an email.
Instead, jump straight into why you’re reaching out, with a line like, “I was inspired by your recent project (article/post) on [topic].” This shows that you’ve done your homework and that you’re not just firing off templated emails to anyone with an inbox.
“A once-in-a-lifetime opportunity!”
Level of annoyance: high
This subject line screams desperation. Probably for the same reason, it also feels completely fake. It ranks high on the annoyance meter for its lack of originality and an attempt to fabricate excitement.
Instead of writing something you probably do not believe yourself, use a subject that’s specific and intriguing, such as “Exploring a partnership between [your company] and [their company] in 2024.” It’s straightforward and piques curiosity regarding the particular opportunity.
“Don’t hesitate to reach out!”
Level of annoyance: moderate
This CTA is the equivalent of ending a first date by saying, “Call me, maybe?” While asking for action, on the one hand, it does so in a very uncertain way. It sounds like you are not sure if what you are offering is actually worth the try. It is passive and leaves the next steps unclear.
Be bold and specific. Write something like “Let’s schedule a 15–minute call to discuss this further. How does your calendar look next week?” It shows initiative and makes it easy for your potential partners to take the next step.
“Looking forward to hearing from you.”
Level of annoyance: moderate
Who does not know this one? While not the worst among cliché examples, this email sign-off strikes you as a polite, yet unimaginative option for finishing your email. It does not say much, neither about you, nor about your company, but rather finishes on a somewhat unremarkable note.
Instead, finish your message with something that shows enthusiasm and specificity, like “Excited about the possibility of working together. I’ll follow up next Tuesday if I haven’t heard back.” This sets expectations and demonstrates your commitment to the potential partnership.
Clichés in Lead Nurturing Emails
Lead nurturing emails are targeted communications sent to individuals who have shown interest in a company or its products but are not yet ready to make a purchase. These emails are designed to engage potential customers over time, building trust and maintaining a relationship until the individual is ready to convert into a paying customer.
“We offer the best (product/service).”
Level of annoyance: quite high
This line is as cliché as it is untrue. Besides, claiming to be the best without giving any proof to your potential customers creates very high expectations, which, let’s face it, are hard to maintain. Plus, the lack of specificity and evidence makes it bland and unconvincing.
Showcase real-world applications or testimonials, such as “See how our product (service) helped [company/individual] achieve increased sales (better image/more Instagram followers).” This approach adds credibility and allows prospects to envision the benefits for themselves.
“Sign up now!”
Level of annoyance: moderate to high
This generic CTA can be easily compared to a fast-food burger: quick, easy, and leaves you wondering why you didn’t opt for something with a bit more substance. It lacks the real gusto of a more personalized CTA that outlines benefits right away.
So, do not ask people to join you on a journey without even showing them the destination. Rather, offer them something of immediate value, like “Get your free personalized report today!” This one creates value and provides a tangible reason for the user to take action.
“Improve your business with us.”
Level of annoyance: low
While being well-intentioned, this sentence ultimately fails to make a meaningful connection with an audience. It sounds a bit like “Be happier” without offering any clue as to how one might achieve this elusive state of joy. This is one of the one-size-fits-all cliché examples—it might cover the basics, but it’s unlikely to fit anyone perfectly.
If you truly want to interest your audience with your business, add some juicy details to spice it up. For example, add a benefit like “Cut your project times in half with our streamlined workflow solutions.” Clear, direct benefits allow the reader to understand exactly what’s in it for them.
“Dear [first name],”
Level of annoyance: low
While technically personalized, this greeting has become so commonplace that it’s lost its original appeal. Today this level of personalization is unfortunately not enough to stand out among your competitors or impress your customers. The same goes for cases when you simply email “Best regards” at the end of your message.
Add a little something to your greeting that will make it more genuine and engaging. For example, “Hope this finds you thriving, [first name]!” or “Happy [day of the week], [first name]—here’s a little something to make it even better:”
Clichés in Promotional Emails
These are marketing messages sent to inform customers about new products, services, sales, or special offers. These emails aim to stimulate interest and encourage recipients to take action, such as making a purchase or visiting a website. They play a crucial role in a company’s email marketing strategy, designed to boost sales, increase brand awareness, and foster customer loyalty.
“This is the sale of the century!”
Level of annoyance: sky high
This (and similar) type of opening has been reused by millions of companies over and over again for decades. We all exaggerate sometimes and there is nothing wrong with that, but if you are claiming to have the sale of the century, be ready to prove it. Can you? We thought so.
Instead of being overly pretentious, try something like “Our annual mega-sale is here, featuring deals so good, you’ll think we’ve made a mistake.” It’s engaging, humorous, and doesn’t stretch the truth until it snaps.
“Hurry, limited stock available!”
Level of annoyance: close to sky high
We know the magic trick behind those “limited stocks.” The thing is, they never were limited to begin with. For the scarcity tactic to actually work, it should be really limited, both in duration and in goods quantity. Used over and over again, it lost its appeal for most customers and is now seen as a trick—the one that does not work unfortunately.
Instead of over-exploiting this one trick pony, try to paint a more specific picture for your customers: “Only 50 left, and they’re disappearing faster than cookies at a preschool party.” Like this, you paint a much better picture of urgency without sounding cliché.
“We thought you wouldn’t want to miss out on this…”
Level of annoyance: moderate
Thank you for caring, but…reading this line feels like getting a pat on the back from someone who doesn’t realize you’re not buddies. Too close, email. Personal space, please.
Email is a remote form of communication, so getting a bit too personal or intrusive compensates for the space between you and your customers, right? Wrong!
“We’re jazzed to share this exclusive offer with you!” sounds way better. It stays friendly and spirited without presuming you’re already planning your vacation together.
“Buy now!” CTA
Level of annoyance: super boring
If “Buy now” was a TV show, it would be the one rerun you’ve seen so many times that you could recite the commercials too. At this point, both the looks and the sound of these two words together are not more than background noise for 99.9% of customers.
“Leap into a world of [benefit]!” This CTA is action-oriented and ties directly to a benefit—all without the cliché “buy” button pressure.
Clichés in Follow-Up Emails
Follow-up emails are sent after an initial contact or action has been made, serving to remind, prompt a response, or provide additional information to the recipient. These emails play a crucial role in various contexts, such as after a meeting, job interview, sales pitch, or any situation where further communication is necessary to advance a process or relationship.
So, how to say “just checking in” professionally?
“In case you missed my last email…”
Level of annoyance: moderate
In case you missed my last email, here’s your new reminder. This line assumes that missing your email is like missing the highlight of the day. It is quite presumptuous and screams for missing not only previous but also all subsequent emails from this sender.
“Diving back into your inbox because I can’t contain my excitement about [topic].” This approach admits to the resend without assuming the first message was lost. Besides, it shows your motivation and excitement—all good reasons to reach out to someone repeatedly.
“I don’t want to be a pest, but…”
Level of annoyance: moderate, close to high
Nothing says “I’m about to be annoying” quite like starting with a disclaimer that you’re trying not to be. It’s like saying, “No offense,” before insulting someone’s style. So, if you really don’t want to be a bother, just don’t approach your recipient in a way that makes him think exactly this.
“Not aiming to turn into your inbox’s resident, however…” It acknowledges the follow-up with humor, ensuring you come off as charming rather than bothersome.
“Did you get a chance to read my last email?”
Level of annoyance: high
By starting your email with this line, you immediately put yourself in the position of a beggar. An impatient beggar. It gives the same feeling as when you ask if someone heard you because they didn’t immediately respond to your story. Or are you questioning the ability of your recipients to manage their inboxes?
“I’m waving a tiny flag to make sure my last message about [topic] didn’t get lost in the email avalanche this Monday.” This light-hearted and friendly approach acknowledges the busy nature of email without sounding accusatory. Like this, you give your email a real chance to be read and even responded to.
“To circle back on my previous email…”
Level of annoyance: close to high
“Circling back” sounds like you’re doing aerial stunts above your customers’ inbox. It makes the whole message sound comic, but not on purpose. This line causes more confusion than gives an outlook about the purpose of your message.
Instead of making circles in someone’s inbox, start with something like “Sending my previous note back on stage for a quick curtain call…” This slightly humorous example makes the act of following up seem more dynamic and lighter and less like you’re just going through the motions.
To Sum Up
In this article, we showcased that while relying on the casualness of common clichés in our emails might seem comforting and familiar, it often diminishes the effectiveness of our messages. Sometimes it even leaves a bad impression while aiming for the opposite.
The reason is that email phrases fail to convey originality and personalization, leading to a lack of engagement from recipients. The main goal for marketers here is to learn to create messages that foster genuine connections and engagement with their recipients. How? By prioritizing clarity and personalization over convenience. By doing so, you can turn your email communications into an impactful and, ultimately, more successful tool for achieving your marketing objectives.