Knowing what keeps readers engaged and what turns them off is important when producing written materials.
Surprisingly, the most often cited complaint in book reviews by BookCrash reviewers (Christian Small Publishers Association’s Books for Bloggers program) is grammar and spelling errors. Reviewers will state things like:
- “I would have given the book a higher rating if it had been edited better.”
- “The grammar and spelling errors kept me from enjoying the book.”
Turning readers off through grammar and spelling errors is not just true for books. It is true for your marketing materials as well.
Boomerang, an email management tool, ran a study on this idea. The company used an automated grammar-checking software to spot errors in email subject lines. The company found that grammatical mistakes in email subject lines correlates with fewer responses to the email. Here are the particulars:
- Mistake-free email subject lines received a 34% response rate, while those with errors only had a 29% response rate.
- The more errors in the subject line, the less likely email recipients responded.
- Response rates fell 14% when subject lines had two or more mistakes when compared with those that were mistake free.
- The mistake most punished by non-response was not capitalizing the first letter in a subject line sentence.
In addition, a previous study by Boomerang found that email subject lines that were extremely short or long also had reduced response rates. Surprisingly, Boomerang’s study also found that emails sent on Monday were more likely to contain grammatical errors than those sent Tuesday through Friday.
So, if you use emails as part of your marketing efforts to promote your books, you can take a few lessons from this study.
- Don’t write your emails on Monday. If you are going to send out an email on Monday, write it the week before and save it for Monday.
- Don’t make your email subject lines too long or two short. The six-word rule for headlines is a good one to follow for email subject lines.
- Check your emails for grammatical errors before sending. You can use a free online tool like Grammark to do this quickly and efficiently.
Email is still one of the strongest marketing tools that independent authors and small publishers have at their disposal. When used correctly, email marketing can bring good results. Make sure that poor grammar does not get in the way of people responding to your messages.
Don’t miss out on any of the great information shared in this blog. Subscribe to receive each post in your email box. Just click here.
Photo courtesy of NordWood Themes