Should You Capitalize Your Subject Lines? This Marketing Expert Found Out
Discover the simple strategy that increased both opens and clicks.
By Liz Willits October 23, 2018
Have you ever wondered if you’re using the right tactics to market your business?
John Oszajca did. He’s the founder of Music Marketing Manifesto, an online consulting business that teaches musicians how to sell and promote their music.
Oszajca has been capitalizing the first letter of his email subject lines for years. Yet, he wondered whether this was giving him the highest opens and clicks possible.
So he used a simple tactic to find out.
The simple subject line split test Oszajca used to get more people to open and click his emails.
To test his assumptions about subject lines, Oszajca set up an email split test.
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He created two identical versions of a promotional email for his upcoming “Copywriting for Musicians Workshop.” Both versions warn subscribers that this is their last chance to register for the workshop. In his first email, he followed his typical formula of capitalizing the first letter of his subject line. He also capitalized the first letter in the second clause.
Subject line #1: Last chance – This ends tonight
In his second email, he didn’t capitalize any letters.
Subject line #2: last chance – this ends tonight
He sent each email to a different 10% of his subscriber list.
To capitalize a subject line or not? The answer is below.
After waiting 4 hours, Oszajca’s split test results revealed that the subject line with lowercase letters got 35% more opens and clicks!
So he sent the winning email to the remaining 80% of the subscribers on his list.
“It was fun to test certain things that I have been doing for years based on gut,” Oszajca says. But now he has data to back up his process, he says, and a deeper understanding of his subscribers’ behavior.
Now, find out what your own audience prefers!
Want to know what kind of emails lead to the best performance with your own subscribers? Use AWeber’s split testing feature to find out. (Don’t have AWeber? Claim a 30-day free trial here.)
And if you’d like to learn more about split testing, download our FREE guide to split testing.