Should Marketing Emails Subject Lines Be Capitalized? Best Practices to Know

When crafting a marketing email, one of the first elements recipients will see is the subject line. It’s the hook that can determine whether an email gets opened or ignored. This has led to an ongoing debate: should marketing emails subject lines be capitalized? While the answer isn’t straightforward, there are best practices that can guide email marketers in making effective decisions.

The Importance of Subject Line Capitalization

Capitalization in email subject lines is more than just a grammatical choice—it can impact how your message is perceived. Subject lines are often the first impression of your brand, and how they’re formatted can influence open rates. Improper capitalization can make your subject line look unprofessional or spammy, potentially decreasing the chances of it being opened. On the other hand, well-structured capitalization can make your message clear, professional, and easier to read.

Understanding Different Capitalization Styles

There are several ways you can capitalize a subject line, each with its pros and cons:

1. Title Case (Capitalizing Each Major Word): Title case is when the first and last words of the subject line, along with all other major words, are capitalized. Minor words such as articles, conjunctions, and prepositions (e.g., “and,” “to,” “in”) are not capitalized unless they appear at the start or end of the sentence. For example, “How to Boost Your Email Marketing Strategy” uses the title case.
   Pros:

• Professional and clear.
• Easy to read, especially for longer subject lines.
• Common in corporate communication.

Cons:

• Can look overly formal for casual or creative brands.
• May feel too stiff for some audiences.
  

1. Sentence Case (Only the First Word Capitalized): Sentence case only capitalizes the first word of the subject line, with the rest in lowercase, unless a proper noun appears. For example, “Boost your email marketing strategy today.”
   Pros:

• Feels more natural and conversational.
• Works well for brands that want a friendly or approachable tone.
• Less aggressive or attention-seeking than the title case.

Cons:

• May appear less formal or professional.
• Could be overlooked in crowded inboxes if not compelling enough.
  

1. All Caps: Capitalizing every word (or the entire subject line) creates a sense of urgency, but can also come across as shouting. For example, “BOOST YOUR EMAIL MARKETING STRATEGY TODAY!”
   Pros:

• Grabs attention quickly.
• Can create urgency, especially for limited-time offers or promotions.

Cons:

• Can feel overly aggressive.
• Often perceived as spammy, which could hurt open rates.
  

1. All Lowercase: Writing subject lines entirely in lowercase is an unconventional choice. It can be used to convey a sense of casualness or rebelliousness, such as “boost your email marketing strategy today.”
   Pros:

• Can stand out in a crowded inbox.
• Offers a unique, informal tone that appeals to younger audiences.

Cons:

• May appear unprofessional to certain audiences.
• Could be misinterpreted as a mistake or lack of attention to detail.

Best Practices for Capitalizing Marketing Email Subject Lines

• Consistency with Brand Voice: Align your subject line capitalization style with your overall brand voice. If your brand is fun and conversational, sentence case or lowercase may work best. For a more formal or corporate tone, title case is usually the way to go.
• Avoid All Caps: Unless absolutely necessary, avoid using all caps in your subject lines. It can come off as shouting and may decrease trust with your audience.
• Test Your Subject Lines: The best way to find out what works for your specific audience is by testing. Conduct A/B testing on different subject lines with various capitalization styles to see what results in the highest open rates.
• Keep it Readable: Regardless of the capitalization style you choose, readability is key. Ensure that your subject line is easy to scan and doesn’t overwhelm the reader.

Conclusion

So, should marketing emails’ subject lines be capitalized? The answer depends on your brand’s tone, the audience you’re trying to reach, and your goals. While title case is often the safest and most professional choice, sentence case can be just as effective for a friendly, approachable style. The key is to remain consistent, keep readability in mind, and test different approaches to see what resonates with your audience.