In the fast-paced world of email marketing, grabbing your audience’s attention is crucial. However, resorting to ALL CAPS or terms like “URGENT” in subject lines may do more harm than good. Those lines don’t create urgency, they create anxiety. With everything happening in the world today, I’m finding myself less inclined to open emails with this in the subject line. There are more effective (and less stress-inducing) ways to get your audience’s attention. Let’s explore why these tactics can backfire and how to craft subject lines that engage without alarming.
Why ALL CAPS is not the way to go
The biggest reason why this isn’t the way to go, is because we usually associate ALL-CAPS or the word URGENT as something bad has happened, or moreso that someone is yelling at us. Neither of these produce the kind of experience you want someone to have with your brand or business. There’s also data to support why ALL-CAPS subject lines are a bad idea for email marketing. Here are some key points to consider:
Lower Open Rates
Studies show that subject lines with excessive capitalization or words like “URGENT” can actually reduce open rates. According to a 2022 report by HubSpot, subject lines written in ALL CAPS see lower engagement rates because they feel spammy and aggressive. (1)
Triggering Spam Filters
Email providers like Gmail, Outlook, and Yahoo use spam filters that flag subject lines with excessive capitalization, exclamation marks, or words like “URGENT” and “FREE.” A study by Mailchimp found that emails with spammy triggers land in the junk folder more often, reducing visibility. (2)
Negative Psychological Impact
Research in communication and UX design has shown that ALL CAPS can feel like shouting and trigger stress responses. A 2019 Psychology Today article highlighted that digital shouting can create cognitive resistance, making people less likely to engage with the message. (3)
Trust and Brand Perception
A Litmus survey found that emails perceived as pushy or overly aggressive damage brand trust. Customers are more likely to engage with brands that use clear, conversational, and respectful language. (4)
Let’s be intentional with these alternatives
The biggest reason why this isn’t the way to go, is because we usually associate ALL-CAPS or the word URGENT as something bad has happened, or moreso that someone is yelling at us. Neither of these produce the kind of experience you want someone to have with your brand or business. There’s also data to support why ALL-CAPS subject lines are a bad idea for email marketing. Here are some key points to consider:
To improve engagement without resorting to ALL CAPS or “URGENT,” consider the following strategies:
- Be Specific: Clearly convey the email’s purpose. For example, “Last chance to register for tomorrow’s webinar” is more effective than “URGENT: REGISTER NOW!”
- Use Intrigue: Pique curiosity with subject lines like “You won’t want to miss this deal” instead of “ACT FAST!”
- Offer Value: Highlight benefits, such as “3 ways to boost your Q2 results” rather than “IMPORTANT: READ THIS NOW.”
- Leverage Personalization: Tailor subject lines to the recipient, e.g., “Hey [First Name], this one’s for you,” which feels more engaging than a generic approach.
By implementing these strategies, you can enhance your email marketing effectiveness without inducing anxiety or triggering spam filters.
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Jess Watson is the CEO & Creative Director of Points North Studio. She's the co-organizer of Baltimore Womxn in Tech, a big believer in Baltimore city, and a pioneer of working remotely while traveling the globe.
