Linguistic Reminders in Email Marketing

How a business email is written is decisive for B2B email marketing. That is why, for any B2B marketers, linguistic considerations are important. However, you’d be surprised to know that there are still wrong practices in this aspect that some B2B marketers are being lenient about.

Typographical Errors

Seriously? Yes. Seriously. You don’t want to misspell words! That is simply absurd. So better proofread before sending it to your B2B prospects or clients.


Writing in all caps in social media signifies shouting and the same can be said in business email and subject lines. If you want to use caps for the purpose of stressing a word or words, you can always go for alternatives such as underlining or bolding it.

Over the Top Usage of Powerful Words and Modifiers

Employing powerful words like “free”, “guarantee” or “save” and modifiers such as “Best” or “Superb” in a rather repetitive and irrelevant manner. It will sound to good to be true and to good be true for these B2B prospects means its gonna be toss on the spam section.

Passive Voice is Passive

Use active voice in writing your business email by front-loading your sentences. An active voice makes your writing more direct, confident and concise. It’s also easier to follow and understand.

Ambiguous Calls to Action

CTAs such as “Sign up now” or “Click here” are so beat up and vague. You might want to be particular like “Download your free white paper” or “Register to get your free newsletter subscription”.

“This is Not a Spam”

Putting that up either in your subject line or business email won’t certainly earn you an open. Ironically, that statement being there can question your authenticity.

Good linguistic command can make a difference in your email marketing. It has convince prospects to act, clients to purchase and who knows? More B2B leads to trickle down that sales funnel.