Grammar
Punctuation
Correct use of punctuation assists with clarity of messaging and reduces the cognitive load on the user.
General rules
To help people scan text quickly, only use punctuation when necessary. Use periods only after full sentences, always use a question mark for questions, and avoid exclamation points.
Periods “.”
- Use periods after full sentences
- Don’t use periods at the end of short bullet-list items
- Don’t use periods after short titles
Exclamation marks “!”
Avoid exclamation points. Our tone of voice is calm and professional. More details about the Tone of Voice in the Editorial Brand Guidelines
Never use many exclamation points in a row like “!!!”.
Try this
Titles can be engaging without exclamation marks
Avoid this
Avoid exclamation marks, seen here in title
Try this
Engaging link that describes the benefits of the newsletter, that does not need an exclamation mark
Avoid this
Avoid links with exclamation mark but with low substance (e.g. shown here, without any details of the benefits)
