10 Email Phrases to Stop (& Start) Using With Clients in 2024

As a business owner or sales professional, you know email is an essential tool for communicating with clients and closing deals. But are your emails as effective as they could be?

A study by Loughborough University found that 70% of people regularly misinterpret the tone and meaning of emails, leading to confusion, frustration, and damaged business relationships. And all those misunderstandings come with a real cost: miscommunication expenses cost companies with 100 employees an average of $420,000 per year.

To avoid these costly misunderstandings, it‘s crucial to be intentional about the words and phrases you use in your client emails. Here are 10 phrases to remove from your emails immediately, and what to write instead:

Vague and Inexact Language

1. "Checking in"

What‘s wrong with it: If you have a specific reason for emailing the client, state that reason clearly in the subject line and opening of your email. "Checking in" is vague and can leave the client wondering about the purpose of your message.

What to write instead: "Following up on next steps from our meeting" or "Requesting feedback on the proposal by Friday"

2. "Just wanted to touch base"

What‘s wrong with it: Similar to "checking in", this phrase doesn‘t provide any substance or clear action for the client to take. It can come across as an unimportant interruption in their inbox.

What to write instead: "I have a quick question about the project timeline" or "I wanted to share a helpful resource related to our discussion"

Overpromising

3. "I‘ll get back to you ASAP"

What‘s wrong with it: ASAP is subjective and leaves the timeline open-ended. The client doesn‘t know if that means in 1 hour or 1 week.

What to write instead: "I‘ll send you the requested information by 5pm today" or "I will have an answer for you by EOD Wednesday"

Making Assumptions

4. "As discussed on our last call…"

What‘s wrong with it: Unless you‘re 100% sure you and the client are on the same page, this phrase may make them feel like they missed or forgot something. There‘s a chance your recollections of the last call don‘t match.

What to write instead: "To confirm my understanding, we agreed that…" or "Based on our last conversation, my next steps are…"

5. "I assumed you meant…"

What‘s wrong with it: Assumptions can be dangerous in client relationships. If you‘re unsure about something, it‘s always better to ask and clarify rather than act on an assumption.

What to write instead: "Could you please clarify…" or "To make sure I understand correctly, are you looking for…"

Using Negative Language

6. "I‘m afraid that…"

What‘s wrong with it: This negative framing language can put clients on guard and make them expect bad news. It may also undermine your confidence and authority.

What to write instead: "Currently,…" or "At the moment,…"

7. "Unfortunately…"

What‘s wrong with it: Similar to "I‘m afraid", leading with "unfortunately" frames the rest of your message in a negative light. It can also sound like you‘re making an excuse.

What to write instead: "While X is not possible, here‘s what we can do…" or "The current situation is X, so I suggest we…"

Being Too Casual

8. "Hey there!"

What‘s wrong with it: Casual greetings can work once you‘ve established a friendly rapport, but for initial communications, it‘s best to err on the side of professionalism.

What to write instead: "Hello [Name]," or "Hope you‘re having a great week, [Name]."

9. "Sorry for the delay!"

What‘s wrong with it: Over-apologizing can undermine your credibility and make it seem like you‘re always running behind. If a project is taking longer than expected, a brief, matter-of-fact update is better than a guilty-sounding apology.

What to write instead: "Here‘s the latest update on the project timeline:" or "To keep you informed, the current status is…"

10. "My bad!"

What‘s wrong with it: Slang and overly informal phrases have no place in professional client communication. Even if you have a casual company culture, it‘s hard to gauge a client‘s communication preferences via email.

What to write instead: "Let me clarify…" or "I apologize for my last message, what I meant to say was…"

The Do‘s of Client Emails

Now that we‘ve covered the phrases to avoid, here are some general tips to keep in mind for all client emails:

1. Personalize the greeting and message as much as possible. Refer to specific conversations or projects to show you value this individual relationship.

2. Keep it concise and scannable. Use short paragraphs, bullet points, and bold key details.

3. Anticipate and address client FAQs or objections proactively.

4. Provide clear next steps for the client. Every email should have a specific call to action.

5. Proofread carefully for spelling and grammar mistakes. Install a free tool like Grammarly to catch typos.

Put Your New Email Phrases to the Test

Eliminating these 10 phrases and implementing the client email best practices can make a measurable impact on your business relationships and bottom line.

Renowned communication expert Debra Hamilton conducted an experiment with a sales team to test the impact of intentional email language. One group continued their normal email habits, while the other used the techniques covered here. After 60 days, the group that changed their email approach saw a 27% increase in positive client responses and generated 40% more sales.

It can feel unnatural to change your email habits at first, but keep this list of do‘s and don‘ts at hand as you draft messages. With practice, you‘ll start using clearer, more positive phrasing by default.

Remember: how you make clients feel in your emails is just as important as the information you provide. Small tweaks to your language can make clients feel valued, understood, and confident in your ability to meet their needs.

By being mindful of your email language, you‘ll build trust, improve communication, and ultimately win more business. Give these techniques a try in your next client email!