Writing for our brand.
We are a smart and friendly bunch, and our marketing reflects that. Our copy should communicate trust and be consistent across all channels. It should also be smart and professional, written with a smile and a hint of charm.
NOTE: While every piece of communication should reflect the same tone of voice, the exception to the above rule is technical writing and documentation, which is, uh, technical.
Simple, but not simpletons. Professional, but not boring. Spirited, but never flip or snarky. Be actionable, be conversational, be inventive. Our voice is never the hard sell. Instead, we want to empower our customer and encourage trials by highlighting product benefits to help the product sell itself. Our voice is warm, a little witty and always smart.
Consistency is critical. We need to be saying the same thing, in the same way to have maximum impact out there in the marketplace. Grammar, punctuation, style, tone of voice and everything in between—all should be clear, concise, on brand and never confusing. Our copy should always tell the Campaign Monitor story and reflect our values as we continue each conversation with the Campaign Monitor customer.
We use periods at the end of sentences, so yes, use them at the end of headlines. Periods are definitive. They are statements and prevent your headline, and thus your message, from floating out in the atmosphere. We use sentence case and we also use correct punctuation, especially periods, at the end of headlines. So the user moves on. It’s a surefire way to stop the conversation before it even gets started.
But there are exceptions to every rule—and sometimes punctuation should not be used:
We use title case for titles—books, guides etc., think Gone With The Wind or Moby Dick.
Some graphic elements including "eyebrows".
Blurbs like 24/7 support and pricing guidelines.
Sentence case is when you capitalize the first letter in a sentence—and we use this style because evidence shows it helps people scan the document without breaking the flow of the sentence. To double check if you're using the appropriate case, please go here.
Mary had a little lamb.
Mary Had A Little Lamb.
No corp speak, no overused jargon and especially no clichés. No reaching out or running it up the flagpole. It’s confusing and stale. Just be clear, concise and fresh.
Campaign Monitor is our brand and our product. It should always be capitalized. Marketing automation, email builder, visual journey designer and email marketing are features of our product and / or categories. They are not branded or proprietary to Campaign Monitor, so they shouldn’t be capitalized.
Campaign Monitor offers email marketing and automation for growing businesses.
Campaign Monitor offers Email Marketing and Automation for growing businesses.