can you afford to break the rules

Published about 2 months ago • 1 min read

Hey, hey Reader,

There are writing rules we’ve all been taught to follow.

Capitalize the first letter of a sentence.
Never start a sentence with and or but.
Write subject lines in title case because it looks more “professional.”

And yet…

when you saw this in your inbox:

can you afford to break the rules?

Did it catch your eye?

When your inbox is packed with SALES ENDS TONIGHT! and [First Name], Open This Now, a lowercase subject line feels unexpected, effortless, and human.

There's a reason I always do it (even though the 7th-grade ELA teacher in me is screaming no).

Lower case subject lines feel like a text from a friend instead of a brand trying too hard.

Here's why you should try lower case subject lines:

✅ feel personal and natural
✅ stand out in crowded inboxes by breaking the expected format
✅ create a pattern interrupt that stops the scroll and sparks curiosity

This isn't just personal experience either.

A study by AWeber found that 60% of brands stick to title case.

So the majority of inboxes look like book titles.

Most education brands follow the same Title Case Subject Lines, the same structures, the same overly polished copy.

But the brands that stand out are the ones who break the right rules....strategically.

So, can you afford to break the rules?

If it means more opens, more engagement, and more conversions… I’d say yes.

Try it this week and let me know how it works for you.

See you next Wednesday.

And as always , I'm rooting for you 👏.

Kelly

PS. Wanna really know what your buyer's need before they do?👇

Want first access to my B2B email marketing course, at a special beta price? Get on the waitlist now.

Want to Get Un-Stuck with Your Marketing Strategy? Book a 1:1 hour-long sesh with me.

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