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The Ultimate List of Email Marketing Power Words

marketing power words cover with a toy saying bang and thunder icon

Email marketing is more competitive than ever — there are 361.6 billion emails sent each day.

If you’re on the lookout for silver bullet emails that will stand out among your competitors and help you convert, your choice of words matters.

Read on to find out about email marketing power words, with over 270 examples, and tips and ideas to write emails that convert.



What Are Marketing Power Words?

Words have the ability to influence and inspire, but certain words elicit stronger psychological responses than others. These are known as power words. 

Power words are evocative, which is the key to their appeal. Words like “amazing” and “definitive” give an extra oomph to your email headlines and copy, encouraging readers to trust your brand and take action at a subconscious level. 

They’re over the top enough to trigger strong emotional reactions but grounded and straightforward enough to inspire trust. Together, these two factors create a sense of authority and urgency, prompting action and increasing response rates


When to Use Email Power Words in Marketing?

From selling products to creating hype or building brand trust, there are five instances you can use the power of words in email marketing.

1. Using Power Words to Sell Effectively

Words are a salesman’s most useful tool.

Using the right words helps you:

  • Appeal to your customers’ emotions
  • Address their pain points
  • Indicate exclusivity
  • Build trust
A screenshot of an email from Klarna
A screenshot of an email from Klarna. Source

For example, this email by Klarna uses the power phrase “Buy Now” in the headline, adding an extra incentive (pay later) to propel the reader to take action. 

It targets a common customer pain point (difficulty in payment or inability to pay upfront) and offers them a quick, simple solution. 

2. Using Power Words to Motivate or Inspire Your Audience

Good marketing encourages customers to engage with you on many different levels. It ensures you not only sell a product but also build an emotional connection with customers.

Power words can act as strong motivators, inspiring your audience to align with your brand’s vision and invest in your work. 

A screenshot of an email from Nissan
A screenshot of an email from Nissan. Source

This email by Nissan is a brilliant example. It uses emotive power words like “innovation,” “adventure,” “powerful,” and “incredible” to not only sell Nissan’s latest vehicle but also motivate and inspire their customers to push beyond limits and invoke the company in this journey. 

3. Using Power Words to Promote Exclusivity

Customers love feeling special. Power words can help you convey a sense of exclusivity by making your customers feel like they’re part of a special group.

A screenshot of an email from Sunglass Hut
A screenshot of an email from Sunglass Hut. Source

This email by Sunglass Hut is a good example. It promotes exclusivity by offering a members-only first look at the brand’s latest launch, using phrases like “be the first,” “for your eyes only,” and “special offers” to reward loyal customers for their support and business. 

4. Using Power Words to Create Hype

Power words can also help you create anticipatory feelings that get your customers hyped up. Using power words to build hype around a new product or launch is a good way to involve customers in your business news, making them feel like they’re part of something new and exciting. 

A screenshot of an email from Soundstripe
A screenshot of an email from Soundstripe. Source

For example, take a look at this captivating email by Soundstripe. The tagline “The biggest sale of the year” is bold and powerful, announcing the brand’s grandest sale and hyping readers up for discounts and content that is “even better”. 

5. Using Power Words to Convey Your Assurances

You can also use power words to convey your assurances and let customers know that you’re there if their order goes wrong. 

Whether it’s a returns policy guide, a money-back guarantee, or a website downtime announcement, assuring power words can help you deal with crises and failures without scaring customers away. 

A screenshot of an email from Target
A screenshot of an email from Target. Source

For example, this email gives customers a quick breakdown of the brand’s returns policy. Using power phrases like “as easy as 1-2-3” and “your work is done!” reassures customers that their returns process will be reliable, simple, and quick. 


270+ Examples of Marketing Power Words for Email

Here is a list of over 270 power words, sorted by category and combined with real-life email examples to inspire your next email campaign. 

Trust Building Power Words

Trust power words are meant to inspire trust and credibility between a customer and a business. You can use them to make a promise or guarantee about a product or service or encourage transparency by letting customers know exactly what to expect. 

Here’s a list of 27 trust power words for email marketing. 

  1. Accredited
  2. Approved
  3. Authentic
  4. Bona fide
  5. Cancel anytime
  6. Certified
  7. Dependable
  8. Endorsed
  9. Expert
  10. Foolproof
  11. Forever
  12. Genuine
  13. Guarantee
  14. Legitimate
  15. Pledge
  16. Promise
  17. Proof
  18. Proven
  19. Trusted
  20. Recognized
  21. Reliable
  22. Risk-free
  23. Safeguard
  24. Commitment
  25. Secure
  26. Verified
  27. Worry-free
An email from Pure Water Systems
An email from Pure Water Systems. Source

This Pure Water Systems advert uses the words “promise,” “trusted,” and “commitment” to invoke a sense of trust and credibility.

Urgency Creating Power Words

Email marketing is not about making customers take action — it’s about making them take action now. Urgency power words propel recipients to take action within a set time frame. You can use them to highlight the benefits of acting within a period.

Take a look at these 23 urgency power words for email marketing. 

  1. Act now
  2. Before
  3. Clearance
  4. Countdown
  5. Deadline
  6. Exclusive
  7. Expire
  8. Fast
  9. Final
  10. Go
  11. Hurry
  12. Immediately
  13. Instantly
  14. Only
  15. Quick
  16. Rare
  17. Time
  18. Limited time
  19. Running out
  20. Scarce
  21. Suddenly
  22. Temporary
  23. Today
An email from Slack
An email from Slack. Source

For example, check out how this email by Slack uses the urgency power words “time,” “limited time,” and “running out!”

Desire Invoking Power Words

Desire power words make customers want your product/service by creating an air of excitement and curiosity. They are tantalizing and strong, making your service sound irresistible to the reader. 

Here are 32 desire power words that make for inviting, unignorable headlines. 

  1. Alluring
  2. Brazen
  3. Captivating
  4. Charismatic
  5. Compelling
  6. Crave
  7. Depraved
  8. Desire
  9. Dirty
  10. Enchanting
  11. Engaging
  12. Exotic
  13. Exposed
  14. Fascinating
  15. Forbidden
  16. Hypnotic
  17. Intriguing
  18. Magnetic
  19. Mischievous
  20. Mouthwatering
  21. Obsession
  22. Passionate
  23. Passion
  24. Pleasurable
  25. Scandalous
  26. Stimulating
  27. Pleasure
  28. Striking
  29. Tantalizing
  30. Tawdry
  31. Thrilling
  32. Uncensored
An email from Touchland
An email from Touchland. Source

For example, Touchland’s email uses the words “passion” and “pleasures” to promote its new scent, Mango Passion Power. 

Exclusivity Implying Power Words

Exclusivity power words convey a sense of uniqueness, making readers feel like they can access something others cannot. 

Here are 20 examples:

  1. Secret
  2. Elite
  3. Limited edition
  4. Only
  5. Membership
  6. Insider
  7. Sneak peek
  8. First to try
  9. Reveal
  10. Invitation
  11. Absolute
  12. Premium
  13. Rare
  14. Premiere
  15. Select
  16. Undivided
  17. Chosen
  18. Classy
  19. Prestige
  20. VIP
An email from Corniche
An email from Corniche. Source

For example, this email by Corniche introduces their sleek new watch using the power phrase “limited edition.” 

Community Building Power Words

Creating a sense of belonging and community is a great way to connect with your customers.

Use these community power words to let your customers know they’re part of your brand family and how much their support means to your business: 

  1. Become a member
  2. Community
  3. Safe
  4. Become part of
  5. Welcome
  6. Belong 
  7. Connect
  8. Support
  9. Family 
  10. Circle
  11. Group
  12. Team
  13. Come along
  14. Join us
  15. Together

Here is an example:

An email from AeroPress
An email from AeroPress. Source

Security Assuring Power Words

Security power words help you build trust by making your customers feel safe interacting with your brand. 

Some proven security power words to use are: 

  1. Proven
  2. Certified
  3. Backed
  4. Protected
  5. Guaranteed
  6. Quality
  7. Privacy
  8. Personal
  9. No risk
  10. Safe
  11. Risk-free
  12. Tested
  13. Safeguard/s
  14. Evidence-based
  15. Results
  16. Permission
  17. Anonymous
  18. Authentic
  19. Security
  20. Control 
An email from MacPaw
An email from MacPaw. Source

This email hits the nail on the head with security power words like “control,” “personal,” “permission,” and “privacy. 

Curiosity Provoking Power Words

Appealing to a customer’s curiosity is essential to get click-throughs.

Here are 31 curiosity power words that make your copy impossible to resist:

  1. Be the first
  2. Become an insider
  3. Behind the scenes
  4. Censored
  5. Classified
  6. Key
  7. Limited
  8. Little-known
  9. Members only
  10. Off-limits
  11. Priceless
  12. Private
  13. Remote
  14. Secret
  15. Sneak peek
  16. Spoiler
  17. Spy
  18. Strange
  19. Stunning
  20. New
  21. Unbelievable
  22. Uncharted
  23. Unconventional
  24. Undiscovered
  25. Unexplained
  26. Unexplored
  27. Unheard of
  28. Unique
  29. Unlock
  30. Untold
  31. Unusual
An email from Chick-fil-A
An email from Chick-fil-A. Source

Chick-fil-A’s email nails this appeal to curiosity by using the power words “spy” and “new” and offering readers an interactive crossword they can solve to find out their latest summer launch. 

Ease Enabling Power Words

Customers don’t want to work too hard to enjoy the benefits of your service. The right words can convince them they don’t have to put in much effort when it comes to your brand. 

Examples include:

  1. Accessible
  2. Basic
  3. Building blocks
  4. Cheat sheet
  5. Child’s play
  6. Downloadable
  7. Easy
  8. Efficient
  9. Effortless
  10. Factors
  11. Fail-proof
  12. Formula
  13. Freebie
  14. Quickly
  15. Guide
  16. How-to
  17. Kickstart
  18. Light
  19. Manageable
  20. Manifest
  21. Mere
  22. Minutes
  23. No nonsense
  24. No problem
  25. No sweat
  26. Nothing to it
  27. Now
  28. Painless
  29. Pattern
  30. Picnic
  31. Piece of cake
  32. Plain
  33. Printable
  34. Quick
  35. Readymade
  36. Report
  37. In a snap
  38. Roadmap
  39. Simple as ABC
  40. Snap
  41. Just a few seconds
  42. Straightforward
  43. Uncomplicated
An email from Smallpdf
An email from Smallpdf. Source

This email by Smallpdf uses the power words “quickly,” “in a snap,” and “just a few seconds” to highlight how easy it is to use their tool.

Vanity Flattering Power Words

Vanity is one of the chief driving forces behind purchase decisions. Telling readers how you can make them look better, feel better, or perform better is a great way to convert them.

Appeal to readers’ vanity by using these 37 vanity power words. 

  1. Attractive
  2. Awe-inspiring
  3. Daring
  4. Dazzling
  5. Defiance
  6. Elite
  7. Enchant
  8. Fearless
  9. Fortunate
  10. Foxy
  11. Guts
  12. Handsome
  13. Hero
  14. Jaw-dropping
  15. Jubilant
  16. Kick ass
  17. Knockout
  18. Legendary
  19. Lucky
  20. Money-making
  21. Notable
  22. Optimal
  23. Prosperous
  24. Remarkable
  25. Sensational
  26. Staggering
  27. Stunning
  28. Cool
  29. Successful
  30. Unbeaten
  31. Undefeated
  32. Valor
  33. Vanquish
  34. Wonderful
  35. Talk of the town
  36. Wondrous
  37. You
An email from RayBan
An email from RayBan. Source

This email by RayBan appeals to vanity with phrases like “be the talk of the town” and “cool”. 

Anger Resolving Power Words

Anger influences perception, reasoning, and buying decisions. Stirring customer anger is a bad idea when it’s targeted at your company — but sometimes, you can make customer anger work for you. 

One way is to target what makes your prospect angry about your industry by using the following words:

  1. Annoy
  2. Backstabbing
  3. Beat down
  4. Boil over
  5. Broke
  6. Brutal
  7. Corrupt
  8. Fed up
  9. Coward
  10. Crooked
  11. Diminish
  12. Exploit
  13. Fear
  14. Foul
  15. Greedy
  16. Lying
  17. Atrocious
  18. Maul
  19. Payback
  20. Pitiful
  21. Pound
  22. Preposterous
  23. Provoke
  24. Punish
  25. Revolting
  26. Ruthless
  27. Sneaky
  28. Underhanded
  29. Vicious
  30. Victim
  31. Violent
  32. Waste

Here is an example of how you can use anger to your advantage:

A screenshot of a copy that uses anger power words
A screenshot of a copy that uses anger power words. Source

Where to Include Marketing Power Words in an Email?

Power words can be even more effective depending on where they’re used — for example, whether a word appears at the beginning or end of a subject line.

This table highlights which words are the most impactful at the beginning and end of email subject lines or sentences.

Placement Word List 



The first word in a subject line or sentence
‣ Invitation
‣ Introducing
‣ We
‣ A
‣ Your/You/You!
‣ New
‣ Special/Specials
‣ News



The last word in a subject line or sentence
‣ Invitation
‣ Your/You/You!
‣ Update
‣ Special/Specials
‣ News
‣ Sale/Sale!
‣ Events
‣ Offer/Offers
The Most Impactful Words in Marketing

Here’s an example of an email that uses the power word “sale” to capture attention in the header. 

An email from TWOTWO
An email from TWOTWO. Source

Another great power word placement example is this Eye Care email header — “Eye Care For You.” 

An email from MTHK
An email from MTHK. Source

How to Use Power Words for Email Marketing?

It’s important to use power words with nuance, inserting them in the right places and context. 

Here are three tips on how to use power words in email marketing. 

1. Don’t Force Them — Be Natural

Nothing turns customers away quicker than flowery, salesy emails. Using power words where they are unnecessary or untrue will make your campaign sound shallow and phony. 

So use our marketing power word lists for inspiration, but don’t forcefully include them where they just don’t fit. 

2. Don’t Overstuff Them — You’ll Sound Sleazy

Don’t overstuff your copy with as many power words as you can squeeze in, even if they fit.

Going overboard with power words is risky. You might end up over-promising and under-delivering, drowning credibility, annoying customers, and losing subscribers. 

3. Aim for Specificity in Your Copy

While some generic words like “affordable” and “best-selling” can make good power words, opt for a more specific alternative when you can. 

If you’re announcing a deal, bring out specific numbers and percentages to show what makes it “great.” When describing the intricacies of your product, use a more specific word than “different” or “unique.”

Power words are meant to add flavor and originality to your copy, but make sure they don’t dilute your message and make it vague.


10 Overused Marketing Words to Avoid

While some words inspire action, others can annoy or even repel customers.

Here is a list of ten overused power words that you might want to skip.

Power WordWhy Avoid It
Epic This word was all the rage years ago — but it is now blatantly overused and vague
Unique Unique is too generic — highlight specific reasons why your product/service is different 
Exciting It’s better to describe why something is exciting
Hurry! Provide a more specific deadline to take action instead of saying “Hurry!” 
GuaranteedVery few things in life are guaranteed. If used too loosely, this word can get you in trouble. 
Miracle Calling a product/service a “miracle” is quite the overkill 
GreatGreat too boring to spark interest in your email 
AmazingUse a more creative alternative or describe what is so amazing about your service 
Huge Instead of saying “huge discounts”, specify the discount/deal and put it into context for the reader
Expert Be more specific — for example, “Harvard-trained” is a better alternative to “expert”
Overused power words

Frequently Asked Questions About Marketing Power Words

What Are the God Terms in Marketing?

God terms are power words that inspire a sense of moral values within readers. Examples include “new”, “save”, “strength”, “passion”, and “love”.

How Do I Find the Best Power Words to Use?

The only way to find the power words that resonate with your audience is A/B testing. Choose a few power words that fit well in your copy and A/B test them to see which performs the best.

What Is the Three-Word Rule in Marketing?

The three-word rule recognizes the fact that three is the minimum of words needed to create a memorable pattern (such as Nike’s “Just Do It”). It’s a great way to maximize the impact of power words.


Use Campaign Refinery to Unleash the True Power of Words in Marketing

Power words excite and incite — but only if your recipients read them. No variety of power words can help if your emails land in the spam folder.

That’s where Campaign Refinery comes in. We are a full-service email marketing platform that can help you unlock elite email performance. 

Here’s what you get:

  • Highest email deliverability on the market — our customers have generated up to a 76.37% open rate and 72.76% click rate.
  • Built-in list cleaning — We weed out undeliverable, role, malformed, spam trap, complainer, bot, and disposable email addresses from your list to maintain a good sender reputation.
  • Unlimited contacts — You pay based on activity, not contact count.
  • Unique gamification feature — Reward your subscribers for opening and interacting with your emails. Use our customizable gamification feature to set the criteria and decide a reward method that works best for you. 
  • A simple editor — We help you craft the perfect email from start to finish distraction-free.
  • Powerful integrations — Integrate Campaign Refinery with your favorite marketing tools like Calendly, OptinMonster, and Zapier.
  • Training — We offer actionable playbooks and SOPs to make your campaigns succeed. For example, check out our free Lead Magnet Multiplier short course. It will help you choose high-converting lead magnets and get 2x to 4x clicks/opens from every email you send. The best part? You can complete it within a single day.

If all of that sounds interesting, apply to unlock elite email results today.

Written by Eilaf Meenai

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