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Jargon - Don't Include It

Time:2010-09-02 19:02:31 Source:Ezinearticles Author:Breanna Cameron

One of the truisms for copy used in email marketing is that you should not include jargon. There are a number of supporting arguments: there is a danger that your readers will not understand the concept, they will be confused, it makes reading difficult, it can frighten people away as they think such knowledge is a requirement to read further and, if that wasn't enough, the function of jargon is to exclude

For those of us engaged in email marketing there is the additional concern of frightening away those on our emails lists. However, and you no doubt knew this was coming, there are times when jargon can be all but essential.

Its most useful feature is that it is a shorthand. If you know what epicyclic gearing is and your customers do as well then it is preferable to the 25-word definition. You can therefore deal with a complex subject without having to include long explanations.

Jargon can be specific. In law an arrestable offence does not mean it is an offence with a power of arrest. That would be too simple. Yet any police officer would know instantly what was meant by the phrase.

And, importantly in crafts like email marketing where relationships are important, it compliments your readers as you are suggesting you know they have a high level of knowledge.

There are dangers though. If those on your email lists become confused they have the simple remedy of clicking on the unsubscribe button.

The use of jargon is in essence a balancing act but there are ways to lower the risk.

One way is to use footnotes. This has the added benefit of not boring your more knowledgeable readers as the only ones who will refer to them are the less knowledgeable. You can address your email to a specific position and hope that they do not have a work experience person opening their email that day. Or you can include the explanation with the word or phrase.

Jargon in email marketing abounds. It is so common that you probably do not recognise it as such. For instance, RoI is universal in business. The bottom line - oops, another bit of jargon - is always return on investment. But what about B2B? Perhaps an explanation is advisable.

So how do you go about it? Do you put B2B (business to business) or business to business (B2B)? The generally accepted requirement followed by the members of our industry (industry standard) - how patronised do you feel now - is to put the full phrase first with the explanation following but we need to speed up reading.

In order to come to an informed decision you need to know those on your email lists. If they are all genned up then go for it. If you are trying to attract customers then explanations might be advisable. You could send two or more emails using your email marketing software to sort them into types.

Jargon in email marketing (a jargon phrase as it covers more than just email) is a fact of life. Include it with care but include it you must.

Breanna Cameron is a freelance author who has vast knowledge in email marketing and email lists. For more information on email marketing, please visit: http://www.wizemail.co.uk

Article Source: http://EzineArticles.com/?expert=Breanna_Cameron

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