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Use exclamation marks sparingly. Use hyperbole sparingly. Use cussing rarely. Use emoji rarely. Use parallelism sparingly. Use antibiotics rarely. All for the same reason.

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Use any and all the rules of grammar and punctuation as needed for clarity, structure, (and the Oxford comma) and tone — but no more.

> Use emoji rarely.

You misspelled "never".

The only time I do it is in replies to my wife, who thinks emoji are the funniest things she has ever encountered in her life.

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