In a world of text messaging, instant messaging and tweeting, it’s no surprise that speed and convenience often trump correct spelling and grammar in everyday communication. At some point in the mobile communication revolution, LMK became universal shorthand for “let me know” and 2nite became an acceptable spelling for “tonight.”

Although this abbreviated lingo may make exchanges with friends and colleagues quicker and easier, a lackadaisical approach can be disastrous in communications with customers and prospects. Spelling, grammar and syntax still matter for effective customer-centric email communication. Here’s why:

• Well-written communication shows recipients you made the effort to create a meaningful message worthy of their time and consideration.

According to business development strategist Paul McCord, “Every time you communicate with a prospect or client, even with your mass communications, you are teaching them to pay attention to you because you value their time and give them value — or you are teaching them to ignore you because you are nothing but a time waster.” (What Do Your Communications Say About You?, July 10, 2009)

• Quality email communication demonstrates the professionalism you can and will deliver if readers entrust their business to you.

The text and presentation (formatting, layout, design and navigation) of your email offer examples of your attention to detail and standard of excellence. What a simple way to make a positive impression on a potential customer!

Conversely, if you send an email riddled with spelling errors, grammar mistakes, weird line breaks and broken links, you tell the recipient that laziness and sloppy work is acceptable. A prospective customer won’t be confident in your ability to produce high-quality, impeccable work.

That’s NOT what a customer or prospect seeks in a product or service provider!

Beyond good grammar
In addition to error-free copy, great email communication is brief and focused. It needs to quickly and clearly get to the point, and it must cover a relevant topics.

Finally, your email communication should reflect the personality and voice of your company. Boring email equals deleted email, no matter how technically correct and polished it is.

According to Mark Brownlow on Email-marketing-reports.com:

“… it’s important to remember that accurate grammar and spelling does not mean you have to follow some kind of generic writing style or comply with every rule in the big book of grammar. Many spelling and grammar choices depend on the context. And many languages, especially English, are forgiving, flexible and continually evolving.”

Sound like a complicated order for what seemed like a simple project? It is. Many companies turn to third-party experts skilled in the production of engaging, quality content specifically for email audiences.

Professional email copywriters not only understand the many facets of effective email communication, but they also know how to masterfully merge the elements into email communication that matches a company’s objectives.