I agree, with the smaller businesses it would definately help, and also to keep it clear as possible. No talk about SERP's and that kind of abrevations.

Can you imagine the look on the face of that elderly old woman selling flowers in her little store asking her husband with a screeky voice ''Joe what in *&%^$ name is a SERP??''

Joe - Oh that's another word for serpent *shrug*

Elderly woman - My god are they trying to sell us a snake?

Joe - Maybe so, unbelievable.

Email deleted, end of story

For bigger businesses i would definately keep it short and to the point as Wanda has described before.