What is the meaning of using quotes around certain words in automated email responses?
Michael Ko
Co-founder & CEO, Suped
Published 22 May 2025
Updated 18 Aug 2025
6 min read
When you receive an automated email response, you might occasionally spot quotation marks around specific words. This can be quite puzzling. Are they there for emphasis, or do they signify something else entirely? The truth is, these quotes can carry different meanings, some intentional for stylistic effect, and others a result of technical processes within email systems or even simple user error.
Understanding why these quotes appear is crucial, especially for senders who rely on automated emails for customer service, transactional updates, or marketing. Misinterpreted quotes can confuse recipients, alter the perceived tone of your message, and, in some cases, even impact your email's deliverability.
I’ve seen this lead to confusion for recipients, making them wonder if the email is genuine or if the automated system is being sarcastic or ironic. Let’s explore the various reasons behind these quotation marks.
Technical origins of quotation marks
Sometimes, quotation marks in automated emails aren't a deliberate choice by the sender but rather a byproduct of the email client or server processing the message. For instance, in Microsoft Outlook, single quotes around an email address in the Sent folder can indicate that the recipient is not in your contacts. While this isn't directly related to automated response content, it highlights how email clients add quotes for internal reasons.
Another common technical reason involves email threading and replies. When an automated system replies to an email and includes parts of the original message, these quoted sections are often formatted with ">" characters or sometimes even wrapped in quotation marks by the email client for readability. This is particularly relevant for out-of-office replies or auto-reply bounce messages.
Character encoding issues can also lead to strange characters appearing where quotes should be, or vice-versa. If an email client isn't configured to correctly interpret the encoding of the sender's message, it might display unusual symbols or misinterpret standard punctuation, turning regular text into something unintended.
Linguistic implications and perceived tone
Beyond technical quirks, quotation marks serve specific linguistic purposes that can significantly alter how an automated message is received. When humans use quotes around a word, it typically signifies one of several things, often related to the word's unusual or non-literal use.
The most common interpretations include: irony or sarcasm (often called scare quotes), implying the word is used loosely, or highlighting that a word is a specific term or jargon. When an automated email uses these, it can lead to unintentional messaging. For example, an automated response saying, Thank you for your 'feedback', might inadvertently sound dismissive or sarcastic, even if the intent was to denote feedback as a specific type of submission.
Common uses and misinterpretations
Here's a breakdown of how quotation marks are often interpreted, especially in automated contexts:
Irony/Sarcasm: Implies the word is used contrary to its literal meaning. In an automated email, this almost always feels out of place.
Unusual Term: Signals that a word is new, slang, or used in a special context. Without clear context, this can still confuse recipients.
Literal Quote: Denotes a direct quote from someone else. If an automated email quotes part of a user's input, this is often the intended meaning.
Consider the impact on your brand's voice. An automated email, by its nature, aims for clarity and efficiency. Ambiguous punctuation can undermine this, potentially leading to a perception of unprofessionalism or even passive-aggressiveness. Maintaining a consistent and clear brand voice is important across all communications, including those generated automatically.
Impact on deliverability and recipient trust
While quotation marks themselves aren't typically a direct trigger for spam filters, the way they're used can indirectly affect how your automated emails are perceived by both recipients and email service providers (ESPs). Content that appears suspicious, sarcastic, or poorly formatted might lead to negative engagement signals.
If recipients are confused or annoyed by unusual punctuation, they might mark your emails as spam, which can negatively impact your sender reputation. ESPs monitor these engagement metrics closely. Consistent negative feedback can lead to your emails being directed to the junk folder or even being blocklisted (blacklist). Furthermore, overly casual or odd formatting in automated emails can sometimes mimic the characteristics of spam or phishing attempts, raising red flags.
It's a balance. You want your automated messages to be clear and trustworthy. Any element that introduces ambiguity, whether it's a spammy keyword or unexpected punctuation, can contribute to a poorer user experience and, consequently, lower inbox placement. This is why testing your automated email content thoroughly is vital.
Best practices for automated email content
To ensure your automated emails are clear, professional, and effective, it’s best to minimize the use of non-standard punctuation like quotation marks unless absolutely necessary for direct quotes. Here are some guidelines:
Clarity over cleverness: In automated responses, prioritize direct and unambiguous language. Avoid using quotes for emphasis or irony, as these subtleties are easily lost in an automated context.
Use for direct quotes only: Reserve quotation marks for when you are genuinely quoting text from the original message or an external source.
Test across clients: Always test how your automated emails render across various email clients and devices. What looks fine in one client might display strangely in another, especially with special characters.
Review auto-reply templates:automated templated emails for any unintended punctuation or phrases. Sometimes, a seemingly harmless phrase can be misinterpreted.
What to avoid
Scare quotes: Using quotes to imply irony, sarcasm, or skepticism. Automated systems can’t convey tone, making this confusing.
Over-quoting: Including entire previous messages or lengthy irrelevant sections in replies.
Ambiguous language: Combining quotes with unclear phrasing that could lead to multiple interpretations.
What to do instead
Directness: Use plain, straightforward language. If a word needs emphasis, use bolding or italics.
Snippet quoting: Quote only the most relevant parts of a previous message for context, often with standard email reply formatting (e.g., '>').
Clear terminology: If you use jargon or specific terms, define them clearly or use a glossary.
By adhering to clear communication principles, you can ensure your automated emails serve their purpose effectively without causing confusion or inadvertently impacting your email deliverability. Always prioritize the recipient's understanding and a professional tone.
Views from the trenches
Best practices
Always review automated email templates for unintended punctuation or phrasing that could be misinterpreted.
Use clear, unambiguous language in automated responses to maintain a professional and trustworthy brand image.
Test how automated emails render across various email clients and devices to catch any display issues with special characters.
Implement a feedback loop to monitor recipient responses to automated emails and identify any confusion caused by content.
Common pitfalls
Accidentally implying sarcasm or irony in automated messages through the use of 'scare quotes'.
Relying on implied meanings that automated systems cannot convey, leading to recipient confusion.
Not accounting for how different email clients might display or interpret quotation marks.
Over-quoting previous messages in automated replies, making the response difficult to read or irrelevant.
Expert tips
If quoting user input, ensure it's clearly attributed or formatted to distinguish it from the automated message text.
For technical terms that require highlighting, consider using bold text or italics instead of quotes for clarity.
Periodically audit your automated email workflows to ensure their content aligns with your brand's communication strategy.
Monitor your engagement metrics; an unexpected drop in opens or an increase in spam complaints could indicate content issues.
Marketer view
Marketer from Email Geeks says that they've encountered automated 'Abuse' forms, and the quotes around 'Abuse' make them feel cynical, as if the system is questioning the validity of the report.
2024-03-08 - Email Geeks
Expert view
Expert from Email Geeks notes that similarly, they've seen 'Complaints' in quotes, which carries the same cynical undertone in automated messages.
2024-03-08 - Email Geeks
Key takeaways for effective automated communication
The meaning of using quotes around certain words in automated email responses is multifaceted. It can range from technical display quirks by email clients like Outlook to deliberate linguistic choices that, in an automated context, often lead to confusion or unintended tone. For email senders, the primary goal should always be clarity.
Ensure your automated messages are direct, professional, and free from any punctuation that could be misconstrued. By focusing on clear communication, you strengthen recipient trust and improve the overall effectiveness of your email program.
Microsoft Outlook, single quotes around an email address in the Sent folder can indicate that the recipient is not in your contacts. While this isn't directly related to automated response content, it highlights how email clients add quotes for internal reasons.
Outlook to deliberate linguistic choices that, in an automated context, often lead to confusion or unintended tone. For email senders, the primary goal should always be clarity.
