Should we use Title Case or sentence case in our subject lines?
I’m team sentence case and I’ll tell you why.
Sentence case is easier to scan and more human.
Sentence case is when you write your titles like a regular sentence, only capitalizing the first letter.
Sentence case has real benefits in the inbox:
It’s easier to read, so they can scan it faster.
It feels more human and conversational, so they trust you more.
You don’t have to remember weird rules.
Title Case is more professional.
Title Case Is When You Capitalize The First Letter Of Every Word.
Was that annoying to read? Maybe not for your conscious, but your subconscious definitely rolled its eyes.
Title Case is perceived as more formal or professional, so it may be good in those contexts. It’s also great for undesigned long-form content to make the title really stand out from the text.
But it does take a bit longer to read. I imagine each capital letter as a little stop sign slowing down your readers, which we don’t want in the inbox. 🛑
Sentence case is easier to scan and more human.
Sentence case is when you write your titles like a regular sentence, only capitalizing the first letter.
Sentence case has real benefits in the inbox:
It’s easier to read, so they can scan it faster.
It feels more human and conversational, so they trust you more.
You don’t have to remember weird rules.
Title Case is more professional.
Title Case Is When You Capitalize The First Letter Of Every Word.
Was that annoying to read? Maybe not for your conscious, but your subconscious definitely rolled its eyes.
Title Case is perceived as more formal or professional, so it may be good in those contexts. It’s also great for undesigned long-form content to make the title really stand out from the text.
But it does take a bit longer to read. I imagine each capital letter as a little stop sign slowing down your readers, which we don’t want in the inbox. 🛑
Both are correct, choose based on your audience.
As with anything in marketing, choose depending on what your audience expects and your brand personality.
But if in doubt, go with sentence case and keep your subject lines easy and human.
Sidenote: Two fun facts I learned in the making of this newsletter:
Sentence case is better for international audiences.
Apple and Google chose differently.
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