Please stop putting “words” in “quotes” in your “sales” emails.
They’re called Scare Quotes for a reason. They, gramatically speaking and in this context, signify skepticism or unconventional usage. Therefore, headlines like
This year’s conference is “going green”!
Reference and “Discovery”: Some facts to help your library decide
do not inspire confidence in your readers that you’re sincere about your efforts. You are not effectively selling me your product, or your brand identity.
So, well, stoppit.