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Grammar and Punctuation Mistakes to Avoid in Email Marketing

Let’s eat Grandma! Hold on, that sentence sounds horrifying! But it is a typical illustration of the significance of punctuation. The sentence should be “Let’s eat, Grandma!” and while you may not be seeing such sentences in your emails (at least, we hope not), making grammatical mistakes could be detrimental to the message you are trying to convey through your emails.

Email marketing is a cornerstone of successful business communication in the digital age. However, even with compelling content and a well-designed layout, grammar, and style mistakes can derail your email marketing efforts and impact conversion rates negatively.

It does not matter how good the content of your email is or how well you have managed to weave a narrative for your customers; it simply will make a different impact when your email is full of mistakes. They reduce the effectiveness and professionalism of your marketing techniques, ultimately affecting the conversion rates of your business.

This article will explore common grammar and style mistakes that affect email conversion rates and provide actionable tips to ensure your emails engage, resonate, and convert your audience effectively.

Why Is Grammar So Important, Anyway?

Remember all the grammar classes you had back in school that often seemed pointless because of how repetitive it all felt? You could use some of those lessons. Grammar is paramount, not just when conducting email marketing, but for your overall business. Countless businesses are competing against yours, and you certainly don’t want to fall behind because of bad grammar or poor readability. 

Good grammar is equal to professionalism. It is as simple as that. It appears as though you are hurrying to accomplish your task and aren’t involved in it when your emails don’t flow well. Moreover, bad grammar can also make it more challenging to convey your message to the readers, and all this ultimately leads to one thing: lower conversion rates. 

Let’s examine considerations you should make while writing the ideal email. 

The Power of First Impressions: Crafting an Attention-Grabbing Introduction

The saying “first impressions matter” also holds true for email marketing. Trust us when we say that those initial moments are not to be overlooked. So, make the best effort to craft a luring introduction. 

The subject line and email opening are crucial in determining whether recipients will open and read your email or send it to the spam folder. Here are some ways you can make a lasting impression:

  • Engaging Subject Lines: Capture the recipient’s attention with concise, relevant, and intriguing subject lines. The subject line is often one of the first things that readers see. Avoid using clickbait or misleading subject lines, which may lead to mistrust and negatively impact conversion rates. Keep them honest yet interesting.
  • Avoid Typos and Spelling Errors: Proofread meticulously to eliminate typos or spelling mistakes. These errors can damage your credibility and professionalism, making recipients less likely to take your emails seriously. You can also use a proofreading and grammar tool like Grammarly to hurry up your work.
  • Craft a Concise Introduction: Get to the point quickly and clearly. Busy recipients are more likely to engage with emails that provide value and have a clear purpose from the beginning. You want to refrain from rambling on paragraph after paragraph about the same thing. Make it as concise and informative as you can. 

Maintaining Clarity and Cohesion: Enhancing Readability and Comprehension

Skilled and impactful writers prioritize readability – not complexity. If your language and sentence structures prove too difficult for your audience to grasp, you risk losing their interest. Effective email content focuses on conveying ideas clearly and concisely rather than attempting to confuse readers with elaborate language.

Simplicity and accessibility take precedence over impressiveness. When crafting email copy, go for a readability score equivalent to that of a seventh-grader or below. It implies that your message needs to be understandable to someone as young as twelve.

Here are some ways you can ensure more readability in your emails:

  • Avoid Run-On Sentences: Lengthy and convoluted sentences can confuse readers and make your message harder to grasp. Break them into shorter sentences for improved readability. is an excellent service that helps you to break down your sentences and make your text more readable. This is even more important when you have to craft long messages. You want your message to be preserved within all those words.
  • Eliminate Wordiness: Be concise and to the point. Cut unnecessary jargon and complex words to ensure your message is clear and easily digestible. Again, Grammarly can help you with wordiness. Try to keep your sentence structure straightforward and avoid trying to sound overly sophisticated, especially when it is unnecessary.
  • Organize Content with Headings and Subheadings: Use headings and subheadings to structure your email’s content. Clear headings make it easier for recipients to quickly scan your email and find relevant information. Don’t just write paragraph after paragraph, as readers only sometimes have the time to read through all that. 

Avoiding Common Grammar Mistakes: Polishing Your Language

Remember the “Don’t eat Grandma” sentence? Yeah, you want to avoid committing mistakes like that in your emails. Grammar errors can make your emails appear unprofessional and may lead to decreased trust and engagement. Here are some areas to focus on to ensure proper grammar in your emails:

  • Subject-Verb Agreement: Make sure that the subject and verb in your sentences match in number (singular or plural).
  • Proper Usage of Homophones: Watch out for commonly misused homophones, such as their/there/they’re, its/it’s, affect/effect, etc. They are simply words that sound the same but have separate meanings. It’s easy to confuse them.
  • Correct Placement of Commas, Semicolons, and Apostrophes: Don’t eat your Grandma but ask her to eat with you! Only a comma can make that big of a difference. Misusing punctuation can alter the meaning of sentences. Brush up on proper punctuation rules to avoid ambiguity.

The Significance of Formatting and Design: Enhancing Visual Appeal

It’s not always all about grammar. While grammar is undoubtedly a big part, your messages must also maintain aesthetics. The way your email appears visually impacts how recipients perceive its content. Here are some ways you can improve the visual aspects of your email:

  • Choosing an Appropriate Font and Text Size: Select a font that is easy to read across different devices. Times New Roman is a favorite for a reason. You can experiment with different fonts if you prefer something else. Determine which one suits your business content best. Also, ensure your text size is legible on both desktop and mobile screens.
  • Incorporating Bullet Points and Numbered Lists: Organize information into digestible chunks using bullet points and lists. This makes it easier for recipients to scan through the content. You can always go right with a list!
  • Optimizing for Mobile Devices: Many email recipients view emails on their smartphones. Ensure your emails are mobile-responsive for a seamless user experience. 

Call-to-Action: Crafting a Compelling CTA

A strong and clear call-to-action (CTA) motivates recipients to take the desired action. While keeping things brief, you must also ensure they are grammatically correct. 

You can make your CTA stand out by using a few things. 

  • Using Action-Oriented Language: Use verbs that prompt immediate action. For example, use phrases like “Get started,” “Download now,” or “Subscribe today.” They guide your readers to take action immediately, and they don’t have to keep looking everywhere wondering what to do.
  • Creating a Sense of Urgency: Encourage recipients to act promptly by incorporating time-sensitive language or limited-time offers. Tell them they will run out of time if they don’t avail the opportunity immediately. However, do not lie and only send such emails when they are applicable.
  • Avoiding Manipulative Tactics: While urgency is effective, avoid using deceptive tactics that might damage your brand reputation. Keep your emails honest. 

Final Thoughts

Email marketing continues to play an essential role in enabling businesses to establish connections with their intended audience. However, the effectiveness of email campaigns significantly relies on the quality of content and communication used.

Companies can dramatically improve their email conversion rates by avoiding common grammar and style mistakes. Hiring an email marketing specialist is an excellent idea if you have to craft emails often.

A polished and well-structured email demonstrates professionalism, instills trust, and encourages recipients to take action. Remember to proofread thoroughly, personalize your emails, and maintain consistency in tone and design.

By incorporating these suggestions, you can enhance your email marketing and achieve better conversion rates. Your dedication will yield more customer connections, heightened involvement, and an overall boost in business performance.

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By Susan Barlow

Dr. Susan Barlow is retired from academia after teaching business administration, project management, and business writing courses for over 20 years.

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