The fabulous magic of good cuisine … how can it be explained? What makes the difference between a boring dish that lacks finesse and enthusiasm and a culinary masterpiece that embodies culinary craftsmanship and attention to detail?

The quality of the ingredients, the balance of these and the refinement with carefully selected and carefully used spices are certainly decisive. A perfect composition of flavours and an exceptional presentation that ultimately makes the difference between masterful cooking and simply heating food.

The same applies to the composition of texts for email marketing. Here too, the right composition of content and presentation makes a fundamental difference. One very specific ingredient must not be missing: …Power Words! They ensure that the email also becomes a masterpiece, is very well received by the reader and can be ‘digested’ perfectly. So in this text, let’s uncover the secret of good email chefs.

Secret ingredient ‘Power Words’?

So what is this “secret ’ ingredient? What is the secret of good email marketers when they cook up exactly the kind of soup that readers like?

Power words are words that touch readers deeply and trigger emotions in them. They arouse curiosity, create urgency, build trust or fuel the feeling of missing out on something.

A pinch of a spice here, a pinch there, gently stirred and you can serve it at just the right temperature. The positive effects follow immediately with the first bite, or with the reading of the email subject line and the first few lines of text. The feelings triggered are exactly those desired by the chef, the email marketer.

How and where Power Words are used in Email Marketing

Power words are to email marketing what spices are to Indian cuisine – they are truly indispensable, are used in every imaginable form and are used everywhere, whether in the subject line, main text or call-to-action.

Let’s look at a few examples below to illustrate the versatility of their use.

Arouse Attention and Curiosity with the Subject Line

The email subject line is to the email what the stylish exterior lettering and the inviting menu are to the Michelin-starred restaurant. It should attract attention in a short period of time, convey a perfect first impression and whet the appetite for more. This is where the power words come into play and this is where they are more than important.

  • Words such as ‘exclusive’, ‘free’, ‘instant’ or ‘new’ catch the reader’s eye like a 1kg tomahawk steak on a tiny plate. Curiosity is aroused and the email is opened.

Create targeted Emotions in the Body of the Email

Once you have been lured into the restaurant by the first impression from the outside, the actual experience begins, the large menu with all its components. This is where the big emotions are generated. Every bite and every single course is a firework of emotions and this should also be the case when reading the email text – all after the subject line has already enticed you to open the email.

The Power Words menu is equally varied and versatile:

  • If you want the texts to convey a certain level of security and build trust, for example, power words such as ‘guaranteed’, ‘verified’, ‘proven’, ‘trustworthy’ or ‘risk-free’ can be skilfully integrated into the content. They will then have a reassuring effect on the reader.
  • When presenting a product or service, it can be useful to specifically emphasise the benefits. Power words for this are, for example, ‘efficient’, ‘simple’ or ‘ foolproof’.
  • Would you like to utilise the FOMO concept and create a sense of urgency? How about ‘today only’ or ‘last chance’? These power words create a feeling of ‘anxiety’, as if the restaurant kitchen will close in the next few minutes and you will have to leave the restaurant hungry.
  • Greed, or the desire to accumulate more ‘wealth’, can also be a strong driver for certain actions. If you want to utilise this feeling, you should consider using the following power words, for example. ‘Saving’, “savings”, “bargain” or even “giveaway” will certainly do their job and increase the feeling of greed in the reader.
  • An experienced waiter can arouse the interest of restaurant guests with sensitivity and rhetorical excellence and perhaps convince them of a particularly good (and expensive) wine. He definitely knows how to generate interest. Attracting and retaining the reader’s interest is also a fundamental task in email marketing. Power words such as ‘amazing’, ‘forbidden’, ‘censored’, ‘illegal’, ‘unbelievable’ or even ‘shocking’ do a good job here and are of course also ideal for use in the subject line.

The Call-to-Action – The Sweet Dessert at the End

The main course has been eaten, what now follows is the crowning finale – the dessert!

In our email, this highlight is of course the CTA (Call-to-Action), ultimately the goal when sending the email, because every recipient and reader should at best press this particular button.

In order to achieve exactly this ‘Power Words’ should not be missing in the CTA. They help the reader to muster the necessary motivation at the last moment and carry out the desired action.

Depending on the industry and topic, different types of power words can be used. All the categories already described are possible, regardless of whether exclusivity or urgency are to be conveyed, or even convenience and security … the right power words are sure to be found.

Conclusion: It’s all about the right dosage

Power words are like good spices – they should be used with care. Too much of them and your text will seem overloaded, too little and the effect will be impossible to taste. But if the right mix of power words, emotions and perhaps a touch of humour is used, email campaigns can be raised to a new level and the email chef earns his stars.