Email copy that over uses POWER words will sound like a yelling match more that a persuasive conversation. The style of your email copy writing should be exciting and compelling but never loud and obnoxious.

Power words is shorthand for that list of words that add that sense of excitement and action to marketing copy such as... exciting, discover, learn, how, savings. The usual suspects!

Reasonable use of POWER words in email copy is effective

These power words are useful and effective in email marketing copy but must be used appropriately and sparingly. Its tempting to think that if a little bit is good then a whole lot must be better. But, if you become too obvious and make your readers think you are trying to manipulate or bully them into doing what you want they will tune out, turn off and press delete.

When you are constantly saying things like "this is the most amazing...", "this incredible offer...", etc. nobody is going to take you seriously. And you need your readers to take you seriously, believe what you are saying and start clicking for more.