9 Boring Email Mistakes and Cliches To Avoid in Your Sales Strategy

Dmitry Chervonyi
Reading duration
Sand via email
Save in Pocket
Save in Flipboard
Send in Messenger
Send in Messenger
Send in Whatsapp

Most likely, your business requires sending emails to make sales, and you use the same phrases day in and day out. However, applying this method makes you more likely to provoke email fatigue among your recipients. What kind of email mistakes cause this, and how can you avoid them?

The answer is simple and complex at the same time: You need to pay attention to personalized email marketing. Of course, this is not the easiest thing to do. Working in the B2B field, it may be complicated to accelerate email personalization. As you can understand, no single approach will help you make your emails perfect because B2B trends change all the time. So it is essential to keep track of customers’ communication preferences, stay up to date on how to avoid spam filters, consider cold email trends, and much more.

All of the above suggest that experience is the main factor in personalization, so develop your watchfulness, engage in lead generation, and stay on top of trends. Then you will be able to write a perfect personalized email.

However, some examples of email cliches will play a cruel joke on you, and you will not get the expected result from leads. Below, we have collected the 9 most common email mistakes. Let’s look at each of them now.

Cliche #1: “Hello {Name},”

This phrase is really not the best option for greeting a potential business partner. In addition to not attracting the client’s attention, this also resembles a potential spam email. And it’s not just a guess or an empty warning; at Belkins, our team has checked this against our own experience. Analyzing our emails, we concluded that “Hello {Name}” increases activity in spam filters.

Spammers often use “Hello” as a greeting. Therefore, a message including this word choice causes more suspicion than others and negatively affects email deliverability. By the way, this also applies to subject lines with capital letters and frequent exclamation points.

  • What should you use instead?

It is important to note that there is no categorical ban on the word “hello.” You can still use it to start a conversation politely. Moreover, this greeting is quite natural for the B2B sphere. Another option is to simply not start with a greeting but straightforwardly address by name. After that, just describe your services and do not waste time on unnecessary words and questions.

It’s also a good idea to review spam emails occasionally so you can more easily identify dangerous phrases and avoid such mistakes.

Cliche #2: “Hope you are well.”

At first glance, this is a great phrase that could help to win a client. It is nice enough, but it becomes absolutely meaningless when you send it to everyone in bulk. Like many other sales managers, our team prefers not to use this phrase, as it is insincere. 

  • What should you use instead?

We’ve already established that the phrase is quite controversial. Still, you can opt not to refuse it entirely and just use it when it is appropriate. But do not forget that this phrase has many alternatives. Take a look at your ideal client profile (ICP); there you will definitely find the best idea for an original and personalized email. You can use some templates from our team as example emails to your leads.

“Hope you are well” email examples

Cliche #3: “I apologize.”

Any apology is not the best way to start an email, regardless of the industry. It’s risky for your sales performance. You may be surprised since it’s polite enough to say you’re sorry, but why is it better to avoid any kind of apologies?

  1. Apologies put you in a worse position, no matter how courteous you think they are. If you apologize for your actions or intrusiveness, it will scare off the client rather than give them a good impression of you. It will make them think you do really interfere with their personal space. Therefore, you must be confident about yourself, your services, and your actions.
  2. Apologies are most often not sincere but simply used as a cliche. Be sure that customers also understand your reasoning behind the apology if you give them one. Apologizing for nothing only makes you appear cynical in the eyes of your prospects.
  3. Apologies easily lose their value when you write them in any situation — it can be alarming to the reader.
  • When is apologizing correct, and how do you avoid mistakes?

If you legitimately made an error or screwed up, then you definitely should apologize. Thus, we can conclude that it is better to save “sorry” emails for those cases when you have something to apologize for.

Moreover, apologies are easy to replace. Alternatively, you can thank the client. For example, say, “Thank you for your time,” instead of “Sorry for taking up your time.”

Cliche #4: “I hope you don’t mind this email.”

This phrase is as negative as an apology. It’s good not to be selfish or dwell on a dull story about yourself, but this phrase will not help you in the long run. A recipient can be confused about such a headline because it can inspire them with a false feeling of importance. Therefore, such a phrase does not create the right mood and does not cause positive emotions in customers.

“I hope you don’t mind this email” is preferred by those who are afraid to look rude in the eyes of potential buyers. But it is important to remember one simple thing — B2B leads do not evaluate your modesty. They look at exactly what you offer and what quality and value you provide.

  • What should you use instead?

Everything is quite simple here. You need to show your politeness by paying attention to the needs of the people you reach out to. At the same time, you should not be too intrusive. You can use these sentences:

“I hope you don’t mind this email.” - email examples

Cliche #5: “My company specializes in …”

It might seem like a perfectly acceptable phrase, but this is not so. Let's take a closer look at why.

“My name is {Name}, and I work for {SenderCompany name}. My company specializes in {service name},” just doesn’t look professional. This wording effectively separates you and your company. A client doesn’t perceive you as a whole, which can negatively affect the situation.

Yes, introducing yourself is very important as it sets the tone of a cold email. But to avoid sounding like a spam message, you should work on the greeting.

  • What should you use instead?

Try to make your greeting more lively. You should introduce yourself as you would in person. In addition, you can note some highlights of your company. We advise you to avoid dull phrases and boring expressions; just be more natural and open to customers.

Email cliches examples

It is worth noting that sometimes you can skip writing your name and title. You should pay attention to the basic information you include in the email; busy people appreciate it when you get straight to the point. Your email signature can be enough, so take care of it at the very first stage of launching a campaign.

Cliche #6: “Per your request …”

The phrase “per request” sounds completely unnatural and too formal. You are not an answering machine or a robot, so keep the tone of the dialogue more conversational.

  • What should you use instead?

Do not forget that you are writing to real people. Change the phrase “per request” to something more lively. You can politely remind the client about the dialogue or say that you are doing something as promised. You can use templates like these:

Examples of Email Mistakes

Cliche #7: “I’m writing to you because …”

This cliche is made very often, especially among beginners who love long introductory paragraphs. The sooner you learn this is not necessary, the better your emails will be received.

But why don’t we love this cliche? We have already mentioned that customers do not want to spend a lot of time sifting through unnecessary details and are ready to see the essence of your email immediately.

In addition, your email should look professional. You don’t have to explain why you are writing to a client because you are an expert.

  • What should you use instead?

It’s easy to say that this phrase is better to forget for good. But are there any proper alternatives for your emails? Yes! Get to the point and tell the prospect about the advantages of your company. A lead will understand what benefits you offer, and if it is interesting to them, they will definitely answer.

Examples of an Effective Email

Cliche #8: Sign-offs

Once you’ve written a great email, it’s important to end it with a great sign-off. However, even here, it is easy to make a mistake.

  1. “Looking forward to hearing from you” may be the first line that comes to your mind. But it’s definitely not the best option; it sounds quite archaic and intrusive. Instead of this phrase, it is better to use a call to action and let the client know what you want from them.
  2. “Thanks in advance is also considered rude and inappropriate. Instead of this cliche, it’s better to thank the client for the response or interest in your services.

Cliche #9: Using emojis or abbreviations

We think you already understand how unprofessional an email with smiley faces and informal short forms looks. This mistake is very easy to avoid. Just reread the email before sending it to ensure you don’t abbreviate whole words. It will show a potential partner that you took enough time to competently and beautifully express the proposition.

Belkins Podcast on Writing Effective Emails


When writing emails, keep a lively tone and avoid tediousness and rudeness. Learn communication techniques, keep up with trends, and remember our life hacks to keep your mind fresh:

  1. Fill up your leisure time with reading. Don’t forget that reading will help build vocabulary and stock up on inspiration. We are sure that there you will find new insights for work, even in nonbusiness literature.
  2. Stay up to date and attend various events. Attend webinars, build your professional network, and connect with colleagues to share experiences and keep up with the latest news.
  3. Don’t forget that you have an ideal client profile. It contains valuable data to help you personalize your templates and write great emails.

Cliches and email mistakes are not that scary. With experience, you will definitely be able to write great messages with a high replay rate. It is important to remember that there is nothing wrong if you occasionally use some kind of overused phrase; just do not abuse them so that it does not become another letter in a trash folder.

Dmitry Chervonyi

Chief Marketing Officer at Belkins
Since starting his career in sales & marketing 9 years ago, Dmitry never stopped searching for new opportunities that can turn the tables on sales development and the ways that shape B2B relationships. He is always eager to share his findings with the audience.
Want to get more customers?
Receive weekly tips and insights on how to grow your business from Belkins' experts in your inbox

By submitting my data I agree with the Privacy policy

Morning brew
Sales hacker
Growth hackers
Fit small business