On Using Exclamation Points

Sure, it looks cute. But beware.

Marketers: Want to establish (or at least not undermine) early credibility with lawyers? Watch your exclamation points in emails. 

One exclamation point placed thoughtfully in your message will lighten tone, convey enthusiasm, and establish friendliness. 

More than that, and you quickly enter fraught territory:

"Good morning, Melissa! I hope you had a wonderful weekend!!

Have you had a chance to review your bio updates? We'd love to get those published this week—or even today!

Thank you,

Matt"

By starting with an exclamation point and using several more, the email takes on the cadence of a text message or social media comment. The exclamation points become meaningless. 

Instead, use one, well-placed exclamation point for emphasis or tone. 

"Good morning, Melissa. Have you reviewed your bio updates? We'd love to publish those this week—or even today.

I hope you had a wonderful weekend!

Thank you,

Matt"

In the second version, the ask is sober and immediately clear. Simple as it is, the email has gravitas. It expects to be taken seriously. (I know, I know. Bio updates!)

• By not using an exclamation point in the greeting, it's less likely we'll rush into the double exclamation points in the second sentence of the first email. 

  
  

• The em dash emphasizes "or even today," so no need to burn an exclamation point there.

  
  

• By moving the "great weekend" line to the end, the writer still expresses well wishes, but after the reader knows what we expect of her. Melissa doesn't have to wade through small talk to learn what this email wants. 

  
  

• Last but not least, one exclamation point—in this case at the end—ensures we close on a light and friendly note. 

How many exclamation points are creeping into your emails? Too many? Not enough? 

Once you start seeing it, you can't unsee it—in your work or anyone else's.