Email Marketing - Watch Your Language!
I've done it again! And again! It's that exclamation mark
. I really am a past master in the use of the exclamation mark, and in email marketing I seem to be addicted to it! (I've done it again!).
I know what I mean when I use the exclamation mark, but do my readers understand what I'm trying to say? Consider this sentence:
"It's nice to hear from you again!"
How would you interpret the use of the exclamation mark here? If I used this sentence with its punctuation, my meaning would be one of pleasure, and how much I've enjoyed receiving communication from somebody I know. However, it could be interpreted in a completely different way.
"It's nice to hear from you again!"
There could be an element of anger or frustration in this sentence. I may not have heard from somebody for a long time, or I've sent repeated emails with no response, and eventually a reply is sent. Yeah, I'm really glad you bothered to respond!
I would hope that the majority of readers would interpret the sentence in the positive, pleasant way, but a small number could take offence at the use of the exclamation mark.
As email marketers we need to be aware of the possible nuances in the punctuation and language that we use. Emails do not convey emotions nearly as well as face-to-face communication. The visual clues do not exist, and we can't interpret body language. The auditory clues are also missing - in telephone conversations the tone of your voice or other signals can easily display your emotional state.
With email messages, the person you're corresponding with may have difficulty telling if you are happy or sad, serious or messing around, frustrated or euphoric. In my example above, there could be an inferred element of sarcasm - or not?
A study at UCLA has shown that up to 93% of communication effectiveness is determined by nonverbal cues. Another study indicated that the impact of a performance was determined 7% by the words used, 38% by voice quality, and 55% by the nonverbal communication.
In email marketing we are severely restricted to the use of two things - the words used, and the punctuation attributed to the sentence. So be careful, and make sure your audience interprets your message correctly.
And don't assume that your readers are up-to-date with the latest text shorthand. For example, do you know what LOL means? For a long time I thought it meant "Lots Of Love", but my daughters have now corrected me and it really means "Laugh Out Loud". I wonder how many people I've upset (or excited) by my misuse of LOL?
Email marketing is an immensely powerful tool because of its speed and broadcasting ability, but it has serious flaws in its inability to express clear emotion. Be really clear about what you're trying to say, and consider possible misinterpretations - a perceived insult is potentially a lost customer.
And don't over-use those exclamation marks! (Damn, I've done it again! ) :-)
by: Graham Bray
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