A belief is gaining traction in the marketing community: that the most important thing in a text is meaning, not grammar. That “grammar rules are for pedants,” and the audience will understand anyway.
In part, this is true. Our brains really can decipher text even without vowels. But… do we really want our campaigns to be seen as a puzzle?
Grammar ≠ Pedantry. It’s a Matter of Trust
Grammar in your writing isn’t about rigid school rules. It’s about your company’s image and your audience’s trust.
When people say they write “by feel,” most of the time it’s the result of extensive reading and visual memory. A person who reads a lot memorizes the placement of punctuation and the spelling of words at a subconscious level. Their brain simply reproduces a familiar structure and the correct words, even without knowing the rules. And this brings us back to grammar, which is not a dull set of laws, but part of your professional background.
Remember: a well-written text is unlikely to drive customers away; it’s often perceived as a given. Mistakes in a text, on the other hand, immediately attract attention. For a part of the audience, they become a “red flag,” a signal that the company is careless, inattentive to detail, and might treat its product or service the same way. You risk alienating the most thoughtful and affluent customers, for whom details and professionalism are important.
According to a study by the company Invesp, almost half of the respondents said that the presence of errors makes them doubt a company’s reliability. And according to statistics, well-written emails increase conversions and boost audience engagement.
But There Are Exceptions, and That’s Okay
You should always use moderation, so you don’t use “your style” to mask incompetence and ignorance. In some cases, straying from strict rules can become a part of your unique brand voice.
When can you “break the rules”?
- If it’s part of your brand voice. Many brands targeting a young audience use slang, abbreviations, and deliberate simplifications to sound more “authentic.” But there’s a line: it should be a stylistic choice, not just the result of carelessness.
- If you’re absolutely sure the audience will appreciate it. For example, if you’re writing for a community of developers, saying “hey guys, we’ve got an update” would be more appropriate than “colleagues, we invite you to review our new update.”
Your Personal Proofreader. Useful Services for Text-Checking
Competence is an investment in trust. But what if you aren’t confident in your skills or have little time for a thorough check? There are convenient services that will help you write flawlessly.
- Grammarly is a versatile tool for checking grammar, spelling, punctuation, and style. It helps you write clearly and effectively across various platforms, from emails to social media posts.
- LanguageTool is an excellent tool for those who want to check a text not only for spelling and grammar, but also for style. It supports more than 30 languages and has browser extensions.
- ProWritingAid is a comprehensive writing assistant that goes beyond basic corrections to offer detailed reports on readability, vocabulary, and consistency. It’s an excellent choice for those who want to perfect their writing.
- Hemingway Editor focuses on simplicity. It highlights overly complex sentences, adverbs, and passive voice to help you make your writing bold and clear.
- Google Docs / Microsoft Word are convenient, built-in tools that offer basic spelling and grammar checks as you write.
Each of these services will help you write a flawless text for your email campaigns. And in NiceSender, there is a built-in AI Assistant that not only generates texts but also checks for errors in your original text. You can be sure that your content will be polished and professional.
Grammar in email campaigns is not boring. It’s an investment in building trusting relationships with your target audience. It’s respect for yourself and your customers. Furthermore, it’s the very element that distinguishes a professional from an amateur. Well-chosen words are the main tool of effective marketing. Let them always work for you, not against you.