In the world of email marketing, capitalization is a hot topic. The consensus among marketers is that capital letters will increase a person’s attention to what they’re reading. This may be true for some people, but not for others. Every reader is different, and you need to gauge their level of interest before deciding whether or not you should emphasize certain words in an email.

For example

A sentence like this one might look unprofessional if the writer wasn’t careful when writing it. The purpose of emphasizing certain words (in this case, “FREE”) is to catch your eye and immediately get your attention. However, if you’re not a person that responds well to attention-grabbing tactics, then the opposite will happen, and you’ll immediately ignore whatever it is being written about.

In other words, do what fits your audience. They are who determine how capitalization affects them, not you.

After deciding whether emphasizing certain words is necessary for your email marketing campaign, there’s one more step before writing the actual sentence: identifying which words need to be capitalized to get your point across.

Using our previous example, “FREE” needs to be emphasized because of its meaning – something is given without charge; completely free; gratis – while “get” can remain lowercase because of its dictionary definition – to obtain; to come into possession of.

Adding emphasis to “FREE” makes it easier for your readers to understand what you’re trying to say while following this pattern with “get” doesn’t affect the meaning of the sentence whatsoever.

Does Capitalization Matter in Email?

It’s up to you. Capitalizing words may grab your reader’s attention. Still, that decision should be based on how they respond – not just because you think that capitalizing certain words would look better than lowercasing them. It’s essential to keep all of these things in mind before deciding whether or not capitalization matters at all.

The consensus among marketers is that capitalizing words will increase a person’s attention to what they’re reading; however, every reader is different. You need to gauge their level of interest before deciding whether or not you should emphasize certain words in an email. Do what fits your audience. They are who determine how capitalization affects them, not you.

Also, check out our other articles on this topic!

Our Email Addresses Case Sensitive?

Let’s get technical for a moment.

While it may be common courtesy to use all caps when addressing someone, the truth is that email addresses are case-sensitive.

This means that your recipient could see your email in one of two ways: john@doe.com OR JOHN@DOE.COM. Unfortunately, while both emails will still reach the same person, they can’t “see” or access either address using their preferred capitalization – which should be an essential consideration if you’re emailing to ask for something important like donations or business opportunities.

Capitalizing words may grab your reader’s attention; however, every reader is different, and you need to gauge their level of interest before deciding whether not you should emphasize certain words in an email. Do what fits your audience. They are who determine how capitalization affects them, not you.

The consensus among marketers is that capitalizing words will increase a person’s attention to what they’re reading; however, every reader is different. You need to gauge their level of interest before deciding whether or not you should emphasize certain words in an email. Do what fits your audience. They are who determine how capitalization affects them, not you.

When did email addresses become case sensitive?

Email addresses became case sensitive in the late 90s when developers realized that certain email providers were allowing letters with diacritical marks (accents, umlauts, etc.) to be entered using the basic Latin alphabet. This led to the development of all lowercase letters to ensure that people using diacritical marks could still access their email addresses by changing any special international characters to their English equivalents.

Email addresses became case sensitive in the late 90s when developers realized that certain providers were allowing letters with diacritical marks (accents, umlauts, etc.) to be entered using the basic Latin alphabet. This led to the development of all lowercase letters to ensure that people using diacritical marks could still access their email addresses by changing any special characters to their English equivalents.

Is Hotmail email address case sensitive?

Hotmail has been one of the worst examples of email address case sensitivity. In 2007, they were known for having an extremely frustrating policy in which their system would only allow 19 characters to be entered into a user’s email address – and any attempt to type in more than that number was met with failure.

Early on, Hotmail enforced this required character limit by converting all fewer-than-19 letters into lowercase while uppercasing anything beyond 19 characters – making it impossible for people using diacritical marks to access their accounts. However, after several years of backlash from its users, Microsoft eventually changed its policies so that both uppercase and lowercase letters could be used in place of each other when typing out an email.

This led to the development of all lowercase letters to ensure that people using diacritical marks could still access their email addresses by changing any special characters to their English equivalents.

The consensus among marketers is that capitalizing words will increase a person’s attention to what they’re reading; however, every reader is different, and you need to gauge their level of interest before deciding whether not you should emphasize certain words in an email. Do what fits your audience. They are who determine how capitalization affects them, not you.

Are there email addresses that case insensitive?

Some email addresses are case insensitive – Gmail, for instance, has always allowed both lowercase and uppercase letters to be used in an address without changing the way it appears to either the sender or receiver.

The consensus among marketers is that capitalizing words will increase a person’s attention to what they’re reading; however, every reader is different, and you need to gauge their level of interest before deciding whether not you should emphasize certain words in an email. Do what fits your audience. They are who determine how capitalization affects them, not you.

Summary

Capitalization matters when it comes to emails – but only because it can affect the meaning of a sentence and, therefore, the message being sent across. It’s essential to determine if emphasizing certain words has any real value for your specific audience before deciding how to capitalize.

Email addresses are case-sensitive, making it essential to keep this in mind when writing an email. Reading preferences should also be considered when trying to decide if capitalization matters for a specific marketing campaign. The consensus among marketers is that capitalizing words will increase a person’s attention to what they’re reading; however, every reader is different. You need to gauge their level of interest before deciding whether or not you should emphasize certain words in an email. Do what fits your audience. They are who determine how capitalization affects them, not you.

Author

A data-driven professional with more than 10 years of experience in digital marketing, SEO, PPC, automation, and so on. Privately tea lover, gamer, tech nerd, and traveler. I love writing about marketing!

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