Informal writing could hurt direct mail and marketing strategies
Companies planning direct mail and marketing campaigns may think they have it all figured out: An enticing offer or promotion, a strong potential customer base, attractive printed materials to ensure the biggest bang for their buck.
However, a recent article in the Wall Street Journal noted companies also need to pay attention to proper grammar and the most appropriate communication style. Speaking to customers or potential customers as though they are just friends is likely a direct result of the informal tone used to market via social media outlets like Twitter, and can actually turn recipients away from the product.
"Twenty-five years ago it was impossible to put your hands on something that hadn't been professionally copy-edited," said Bryan Garner, author and president of a training and consulting firm, who was quoted by the WSJ. "Today, it is actually hard to put your hands on something that has been professionally copy-edited."
Experts suggest avoiding an improperly informal writing tone by using templates, having another person check the materials for accuracy, even regularly reviewing proper techniques for the most effective business writing.
Although it is important to send potential clients error-free direct mail, eliminating additional errors from a recipient list by utilizing address validation software can save both time and money.