E-mail and Marketing Connection--Part 2

The first problem in e-mails, the problem I see most often in e-mails, has to do with paragraphing, either by omitting paragraph breaks or by incorrectly inserting paragraph breaks. Paragraphing helps both the reader and the sender. It helps the reader make sense of what is has been written. It helps the sender by developing a logical thought process in e-mails, and consequently, marketing packages. What happens if you do not paragraph, or if you paragraph incorrectly? For an indexer, it makes you look rather scatter-brained, illogical, and incompetent. How so? It's critical to remember that we are writing to editors. They know bad writing, poor thought process, and sloppiness (no matter what the reason) when they see it. The mere act of omitting appropriate paragraph divisions, or using them incorrectly, demonstrates a lack of skill that is essential to good indexing--and editors know that. The Elements of Style by Strunk and White confirms this principle. It states, "paragraphing calls for a good eye as well as a logical mind." Goodness, me! That sounds like the requirements for a good indexer, doesn't it?!? Some may not paragraph correctly in e-mails because they feel they don't have time. This insults readers by devaluing them. Senders are, in effect, saying their time is better spent elsewhere than on the reader. Others senders think it's unnecessary to follow good writing principles when writing e-mails. Good writing is always necessary in a public place! Again, we're talking e-mails (and posts) to public places, such as listservs or bulletin boards. Remember, paragraphing correctly involves thought processes. It does take time to logically develop what you want to say. It does take a bit more effort to use the Enter button on the keyboard. E-mail is the perfect medium to perfect the art of paragraphing. When I see an e-mail that has been paragraphed correctly, I know that person's marketing package is probably logically developed. They have not insulted, irritated, or made me work hard to figure out what they want. So, what are some tips to paragraph correctly? Check back next week.
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The above example demonstrates a lack of paragraphing.

How was that? Wasn't that FUN to read?!?

I bet you had to slow down. I bet it wasn't fun to read. Did you have to hold your finger to the screen to follow the sentences? You might even have become a bit irritated.

Yet, it's incredible how many people write e-mails just like this! They do not use appropriate paragraphing techniques!

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