Whether we should conform to the rules of English grammar in our email marketing copy is a question that comes up time and again. We work within constraints not suffered by most writers, so rules, both explicit and accepted, might not help us in our requirements. We are not short of advice. Here’s some more.
In a newspaper’s Feedback column recently, the much repeated advice by George Orwell on getting rid of bad habits in writing was repeated, despite most of us already knowing them, and probably working to them. There are six rules, the first being to avoid metaphor, simile, or other figure of speech. There’s a delightful irony as Orwell’s rules are now a cliché.
The next four, paraphrased, are to: use short words if possible, delete all unnecessary words, use the active voice, and never use jargon, foreign phrases or scientific words if commonly-used English words are available. Orwell’s sixth rule, ‘you should break any of these rules sooner than say anything outright barbarous’ needs extending a bit in a time of email marketing and online copy.
If we take jargon, et al, it can be one word or short phrase that can only be replaced by a number of commonly used words. In the online world, a word limit is more important than a deadline. We have so much information to cram into a line or two that shorthand, which jargon can be, is an essential if, and this is the important condition, the reader will understand it.
Latin phrases are common in legal circles as well as other specialities. Et al, used in the above para, means, commonly, others of the same type or kind. That’s too many words. If your subscribers understand et al (et al), use it.
Similarly, some longer words have a slightly different meaning to shorter ones on offer in a thesaurus. If the precise definition of function is complex, or it’s difficult to say what’s required, then go for the long, accurate word every time. Further, or also, if your subscribers expect precision, then you need to supply it.
With regards to passive verbs, copy should be exciting, or rather, should excite. The difference, while subtle, does engage readers. However, a phrase, such as ‘Reading has never been easier’ can be stilted in the active. Try it. This rule’s not a vital consideration.
The one untouchable, there’s a challenge to you, for email marketing is to cut all non-essential words. Not, as you see, cut out. Pleonasms – that’s using more words than necessary to denote meaning – are an anathema.
There should have been a seventh rule, one that can save a lot of head-scratching by non-email marketing writers, which says if, by ignoring the previous rules, and also those of grammar, you can make reading easier and convey the message, then do so. That’s not an excuse to write gibberish. However, it’s essential to remember your email marketing campaigns are there to sell. If abiding by one or more rules obstructs the purpose, ignore them. I do.
