What is Excessive Punctuation?
Excessive punctuation refers to the overuse of punctuation marks such as exclamation points, question marks, ellipses, and other symbols in email copy. This can occur when marketers aim to capture attention or convey enthusiasm but end up overwhelming the reader instead.
Spam Filters: Emails with too many punctuation marks are more likely to be flagged by
spam filters, reducing deliverability.
Professionalism: Overusing punctuation can make your emails seem unprofessional or even desperate.
Readability: It can distract or confuse the reader, diluting your message.
How Does It Affect Deliverability?
Spam filters are designed to catch emails that appear suspicious or overly promotional. They employ algorithms to detect patterns, including the frequency and type of punctuation used. An email with multiple exclamation marks or question marks might be considered spammy, leading to lower
open rates and higher chances of landing in the junk folder.
Limit Exclamation Points: Use exclamation points sparingly. One or two in an entire email is usually sufficient to convey excitement.
Avoid Multiple Question Marks: Using multiple question marks in a row (e.g., "What do you think??") can look unprofessional.
Use Ellipses Wisely: Ellipses can create a sense of suspense, but overusing them can make your email seem incomplete or informal.
Proofread: Always
proofread your emails to ensure that punctuation is used correctly and effectively.
How Can You Test for Excessive Punctuation?
Many email marketing platforms offer tools to test your emails before sending them out. Look for features that help identify potential issues with
spam triggers, including excessive punctuation. Additionally, you can manually review your emails or use services like
Grammarly to check for punctuation errors.
Examples of Appropriate vs. Excessive Punctuation
Here are some examples to illustrate the difference between effective and excessive punctuation use: Appropriate: "Don't miss our special offer today!"
Excessive: "Don't miss our special offer today!!!!!!"
Appropriate: "Are you ready for the best deals of the year?"
Excessive: "Are you ready for the best deals of the year????"
Conclusion
Excessive punctuation in email marketing can hinder your campaign's success by triggering spam filters, reducing readability, and appearing unprofessional. By adhering to best practices and using punctuation judiciously, you can enhance the clarity and effectiveness of your emails, leading to better engagement and results.