Vent: My boss told me to stop using the word 'breach' in our email campaigns

After our open rate dropped to 2% last month, I switched to calling them 'security gaps' and saw a 15% click-through, so is softening the language actually more effective or does it water down the urgency?

3 comments

3 Comments

miles_garcia2mo ago

Your numbers show it works. People tune out scary words, but "security gaps" makes them curious enough to click.

harperg762mo ago

Reminds me of how my old boss always said "opportunities" instead of problems.

jenny_hall2mo ago

Numbers prove it works, so who cares what you call it.