I know! It should be ‘are’ important… but joking aside, it’s an interesting question.
Conventional thinking is that the spelling and grammar in your email campaigns should always be perfect and that it’s worth taking time to check and double check both aspects before you send. After all, sloppy writing is an indication of lack of attention to detail, and nobody wants to deal with a company that can’t even get the simple things right. Right?
However, when you consider that email marketing is basically just communication and that the objective of communication is to convey a message, then things might look a little different.
Why does it work?
It wroks beacsue it deosn’t actlauly mttaer in waht oredr the ltteers in a wrod are. The olny iprmoetnt tihng is taht the frist and lsat ltteer be in the rghit pclae. The rset can be a toatl mses and you can sitll raed it and udnertsnad the meannig wouthit mcuh probelm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe.
It’s an odd example but it’s easy to argue that Pool Flair’s’ newsletter is effective. With the garbled spelling and adverb-split infinitive (did you also notice the rebellious punctuation?) it’s completely on brand for their ‘be different’ positioning and it’s certainly memorable. It even succeeds in making you read it several times and more slowly – cognitive research shows that the speed of reading is typically slowed by around 10% when internal letters are reordered.
Of course we’d usually advocate the use correct spelling and grammar, but who is to say what’s right and wrong? After all, Captain Kirk is now famous for his continuing quest to ‘boldly go’ and Kwik Fit and Dunkin’ Donuts are highly successful brands. On the other hand you don’t see Shakespeare using bullet points.