Surviving Email Errors: It's About the Perception
Let me start this article with an admission: I hate typos. Further: I make typos. Unfortunately, I also subscribe to the premise that to be considered a professional, you must sound like a professional. Yet, in this day of electronic, casual-communication devices used for texting and chatting, the boundary between business and personal communications has been blurred, and I believe we have become less sensitive to typographical errors and more receptive to text shorthand, even when the type of correspondence calls for something far more formal. As this casual style edges into our business correspondence, and marketing messaging, we run the risk of causing harm to both our and our brand's image.
Despite my abhorrence for the misspelled word and my dependence upon editors to ensure I toe the line, my writing is seldom (perhaps never) perfect, and I suffer great angst on the occasions when I find a string of badly ordered letters hidden in plain sight within my writings.
Undaunted, my quest for the perfect content continues, and with good reason: The Web Credibility Project conducted by the Stanford University Persuasive Technology Lab found that typos are one of the top factors for which a website's credibility is reduced. If this is true of websites, surely the same can be said about other content we marketers produce, including emails.
According to a University of Michigan and University of Maryland study on grammatical evaluation and social evaluation (opens as a pdf), in general, homophonous grammatical errors (e.g., your/you're) affected judgment and readability more severely than typographical errors (e.g., teh) or hypercorrections (e.g., invited John and I), but all typos have shown to have a negative impact on how you and your organization is perceived, and how receptive your recipients will be to a message with a typographical error. Typos imply carelessness and irresponsibility, especially when you are creating content on behalf of your clients.
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Cyndie Shaffstall, founder, Spider Trainers, is a successful entrepreneur and prolific author, with many books, dozens of eBooks, and hundreds of articles to her credit. She is the former founder of ThePowerXChange, editor and publisher of X-Ray Magazine, and the current founder and managing member of Spider Trainers, a managed automated email services provider for companies around the world. Connect with Cyndie on LinkedIn, Twitter, Google+, or join her LinkedIn Group, the Marketing Resource Library for daily links to marketing-critical resources.