Hype (noun):  promotion of a product or idea intensively and aggressively, potentially exaggerating it’s importance.

Hype happens in the course of marketing, both email marketing and print marketing.  It’s natural to extend beyond the matter-of-fact into enthusiastic statements of support.  What is important is that you don’t go too far.  Whether you’re drafting the content for the product’s packaging or writing up a description for an email newsletter, you need to make sure that your copy stays within the realm of reason.  There are two reasons this is important:  one, you need to assume that at least some of your customers will be savvy, educated cats; and two, you want to ensure that you are preserving the integrity of your company’s voice.  You will definitely lose credibility should anyone catch you in the act of inserting hyperbole into your copy - unless, and you must be very, very skilled to use this technique - the obvious “we’re joking here and being witty by saying this” nature of the copy is easy to spot.

In opt-in email marketing you have an opportunity both to avoid hype and represent yourself and your offerings honestly and to shine a bright light on other industry hype to help your customers make educated choices.  While you should avoid finger-pointing and name calling, it is just fine to factually represent and compare other products, industries, etc.  If your competitor has a killer marketing campaign that sticks easily in the mind, there isn’t anything you can do to remove that from the minds and memories of your (and their) audience.  What you can do is create a compelling campaign of your own AND be sure to highlight the true nature of what each of you has to offer.