It's a question every email marketer asks at some point: should your subject lines use capital letters? In this quick, visual episode, Liz Wilcox — the Fresh Princess of Email Marketing — dives into her inbox to show you exactly why she doesn't. From spammy capitalization habits to the psychology of pattern recognition, Liz explains how lowercase subject lines can make your emails stand out in a crowded inbox.
Why Liz says "probably not" when it comes to using capital letters — but encourages you to experiment.
A look inside her Outlook inbox: spam emails with title case like "Buy One Get One" or "Payment Confirmation" dominate the feed.
Observation: these "type case" subject lines (every word capitalized) signal spammy or sales-heavy content.
The psychology behind it: our eyes are drawn to what looks different — lowercase subject lines naturally stand out among the clutter.
Why lowercase can create an approachable, conversational vibe that builds trust with readers.
The exception: if capitalization fits your brand or personality, you can (and should) make it work.
A quick shoutout to Liz's Ayurveda coach Carly, who uses light capitalization — proof that authenticity always wins.
Final advice: lowercase subject lines may give you higher open rates simply because they visually pop in a busy inbox.
A friendly challenge: test both styles and see which your audience prefers.
Lowercase stands out: In a sea of title-case spam, lowercase looks clean and human.
Experimentation matters: Test different styles to see what resonates with your audience.
Your vibe = your guide: Match your capitalization style to your brand personality.
Short wins: Simple, one-word or phrase-based subject lines attract more attention.
Authenticity always converts: Consistency and connection beat formatting trends.
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