I read a number of articles on email marketing every week. A lot. Every now and again one stands out, perhaps as useful, or maybe it’s an idea I have not thought of. Less frequently, I come across a suggestion that seems patently wrong, and even the strongest tut is an insufficient response. One came up recently.
The article stated, ‘NOTE: I’m abandoning proper grammar and doing away with hyphens altogether in this post and I don’t care who knows it.’
It is generally agreed that we can ignore the niceties of grammar in an email marketing campaign, with the caveat that it must be for a reason, the normal one being readability. A headline has the overriding need to catch the attention in a split second. A preposition might be a hindrance, and if it is, it goes. There can be little argument against it.
The main text will be skim read, and needs to be honed to ensure its main purpose, normally to lever emotion, is completed. Cutting out useless or obstructive words, even if required by accepted grammar, is needed and instant readability trumps all. But this was a 1500-word article.
Writers trying to hit a wordage might ignore the occasional requirement for a hyphen, and most brackets, properly parentheses, can be left out (except these ones of course), but if they help reading they should be used. Grammar’s main function is to limit ambiguity.
In answer to the implied question in the title, headings and captions do not require a knowledge of the intricacies of grammar and, if it aides the readability of the copy and will enhance the subscriber’s flow, go for it in the main copy of a marketing email as well. Articles have different requirements.
You will be judged to an extent by the standards of the copy on your website. With the prevalence of grammar checkers, both breathing ones and software, available for a pittance, there’s no excuse for mistakes. But the article displayed a wanton rejection of grammar requirements.
Don’t be a slave to grammar. More importantly, don’t indulge in bravado when there’s little reason for doing so.
