19 Phrases That Make Buyers Hate Your Sales Emails (and What to Write Instead)
If you work in sales, your email game needs to be on point. The average buyer gets over 100 business emails every single day. With all that noise, you can‘t afford to annoy prospects with overused, ineffective, or downright cringey sales phrases.
Your phrasing can make or break your chances of getting a reply. In fact, research shows that simply changing a subject line can boost open rates by 30%+.
In this post, we‘ll break down 19 of the worst phrases to use in sales emails, and what to write instead to boost your reply rates. We‘ll also cover the key qualities of high-converting sales emails so you can optimize your outreach and book more meetings.
1. "Just checking in"
Why it‘s bad: This is the most common phrase buyers report as annoying. It centers your needs, not theirs, and offers no value. It translates to "I want to know if you‘re ready to buy yet."
Instead try:
- "Thought you might find this article/case study relevant to [specific goal]"
- "Had an idea for [pain point] that I think could help [company]. Do you have 5 mins to discuss?"
2. "Sorry I missed you"
Why it‘s bad: Feels passive-aggressive and like you‘re guilting them, even if that‘s not the intent. Subtly lays "blame" on them for lack of reply.
Instead try:
- "Wanted to resurface this in your inbox in case it got buried. No worries if the timing isn‘t right, but let me know if you‘d like me to send over some more info on X."
- "Apologies for the multiple emails – I know how busy you must be. Feel free to let me know if there‘s a better time to reconnect."
3. Buzzwords and jargon
Why it‘s bad: Confusing to the reader, and makes you sound like every other generic salesperson. An analysis of 300,000 emails found that emails with more jargon are less likely to get replies.
Instead try:
- Use clear, plain language that directly states your point
- Include 1-2 hyper-relevant terms if needed to show industry knowledge
- Aim for an 8th grade reading level for broadest clarity
4. "I‘ll be honest with you…"
Why it‘s bad: Raises suspicion about your other statements. Makes prospect question if you‘ve been honest up until that point.
Instead try:
- State your point directly, without a qualifier
- Prove honesty through your actions over time
- Only make claims you can back up with evidence
5. "Just"
Why it‘s bad: Minimizes your ask and makes it seem like you don‘t think it‘s important. Also makes you come across as meek.
Instead try:
- "Do you have 10 minutes to discuss X?"
- "My calendar‘s open Tuesday and Thursday if you‘d like to meet."
6. "Touching base"
Why it‘s bad: Adds no value and wastes their time. A version of "just checking in."
Instead try:
- Reference a specific next step or piece of info
- Share an interesting resource related to their goals
- Provide a relevant customer example or case study
7. "I know you‘re busy, but…"
Why it‘s bad: Acknowledges that your email is an interruption, but sends it anyway. Feels presumptuous.
Instead try:
- Get to the point quickly, don‘t waste their time
- Let them know if any action is needed from them
- Give them an easy out if they‘re not interested
8. "Don‘t worry, but…"
Why it‘s bad: The "but" negates the first half of the sentence. Now they‘re definitely worrying.
Instead try:
- Avoid "but" by stating your point directly
- If delivering bad news, be upfront and factual
- Focus on solutions vs. emphasizing problems
9. "As discussed before…"
Why it‘s bad: Assumes they remember every detail from a prior conversation. Feels like you‘re calling them out for not following up.
Instead try:
- Provide a quick recap of key points for context
- Ask an open-ended question to re-engage them
- Reference a piece of info they shared to show you were listening
10. "Cost effective"
Why it‘s bad: An overused cliché that‘s lost its meaning. Every company claims to be cost effective.
Instead try:
- State specific cost savings % compared to competitors
- Provide an example or case study with hard ROI numbers
- Focus more on value than just price
11. "For your convenience…"
Why it‘s bad: Thinly veiled way to selfishly ask for their time or an action from them. Not truly for THEIR convenience.
Instead try:
- Be direct in asking for what you need
- Provide 2-3 options for meeting times
- Send over a brief agenda so they know what to expect
12. "I thought you would find this interesting"
Why it‘s bad: You don‘t really know what they find interesting. Presumptuous and self-serving.
Instead try:
- Explain the relevance of what you‘re sending
- Tie it to a specific challenge or goal they have
- Ask if they‘d find X valuable before sending
13. "Honestly…"
Why it‘s bad: Similar to "I‘ll be honest," it puts your other statements in question. Sounds like a gimmicky sales tactic.
Instead try:
- Demonstrate honesty and directness consistently
- Back up claims with evidence and data
- Use authentic language vs. stilted jargon
14. "To be frank…"
Why it‘s bad: Comes across as abrasive and condescending. Implies you‘re about to criticize them.
Instead try:
- Soften language while still being direct
- Phrase critiques as opportunities vs. accusations
- Ask questions to engage them in the process
15. "Quickly," "ASAP," other urgency words
Why it‘s bad: You can‘t dictate their timeline. Buyers don‘t like feeling rushed or pressured.
Instead try:
- Provide a clear timeline and next steps
- Create urgency with an expiring special offer
- Tie urgency to their goals, not your quota
16. "Friendly reminder:"
Why it‘s bad: Feels passive aggressive, not friendly. Slightly shaming them for not responding sooner.
Instead try:
- Acknowledge that you know they‘re busy
- Provide value with each follow up touchpoint
- Give them an easy out if they‘re not interested
17. "I‘ve tried to reach you a few times now…"
Why it‘s bad: Guilts them for not replying. Makes you seem desperate or annoyed.
Instead try:
- Assume positive intent for their lack of response
- Ask if there‘s a better time or way to connect
- Offer to provide more info if they‘re still interested
18. "As per my last email…"
Why it‘s bad: Sounds formal and redundant. Implies they didn‘t read your last email carefully enough.
Instead try:
- Briefly recap key points instead of making them search
- Acknowledge that your last email may have gotten buried
- Pose a new question to get them re-engaged
19. Any "Re:" in subject line
Why it‘s bad: Reeks of a generic mass email. Also forces them to go dig through their inbox for the original thread.
Instead try:
- Write a compelling, curiosity-inducing subject line
- Keep it under 9 words (ideal length for open rates)
- Use merge fields to include their name or company
The Anatomy of a Great Sales Email
Now that you know what NOT to write, let‘s cover some key elements of sales emails that work.
-
Hyper-relevant to the buyer. Reference their specific role, company, industry, or challenges. No generic copy-paste templates.
-
Focused on providing value. Share an insight, resource, or idea to help them, not a hard sell.
-
Natural, conversational tone. Write like you‘d speak to them in real life. Use "you" twice as much as "I." Read it out loud to check the flow.
-
Concise and scannable. Keep it to 5 sentences or less. Break it up with short paragraphs, bullets, or questions. Bold key points.
-
Includes relevant social proof. Mention similar customers who have seen success, or impressive company stats.
-
Has a clear call-to-action. Make the next step easy and obvious. Suggest a specific day or time to connect.
-
Uses proper grammar and spelling. Typos look sloppy and unprofessional. Always proofread before sending.
-
Mobile-friendly formatting. Over 50% of emails get opened on a phone. Minimize images and fancy HTML. Use a large font and lots of white space.
Putting It All Together
So you have a list of phrases to avoid and elements to include. But how do you actually implement all this?
Start by combing through your existing templates and outreach for these off-putting phrases. Highlight any you find, then brainstorm a few alternatives as shown above.
Consider running an A/B test on your most commonly used templates. Change just one element, such as the subject line, opening line, or CTA. Send one version to half your list and the other to the rest. Analyze open and reply rates to see which performs better.
You can also tap your colleagues for feedback. Ask your manager or a fellow rep to review an email before sending it. A fresh set of eyes can help catch things you overlooked.
Finally, make a habit of reviewing your email metrics regularly. Note any templates or approaches that consistently get high engagement. See if you can spot trends in the timing, length, or types of emails that land best with your audience.
Like any new skill, improving your sales email chops takes practice and patience. Don‘t get discouraged if you don‘t see a major uptick in replies overnight. The key is making small tweaks consistently over time.
Get a Reply By Putting the Prospect First
The most important thing to remember with any sales email is that it‘s not about you. The WIIFM (what‘s in it for me) factor needs to be crystal clear from the buyer‘s perspective. If it sounds even a little self-serving, they‘ll likely hit delete.
So before hitting send, always reread the email through their eyes. Are you focusing on THEIR challenges and objectives? What‘s the value for them? Would YOU reply?
Ditch the generic phrases and craft a message that‘s relevant, valuable, and human. Do that consistently, and you‘ll be well on your way to an overflowing pipeline.
