Welcome to Do This, Not That, the podcast for marketers.

You'll walk away from each episode with actionable tips you can test immediately.

You'll hear from the best minds in marketing who will share

tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos

that is our everyday. I'm Jay Schwettleson. Let's do this, not that.

We are here for do this, not that.

And today we're going to talk about little things that can have an impact.

And let's talk specifically in the world of email marketing.

It always makes me laugh when people think, oh, email's old, emails legacy, the same things apply all the time.

It's just not true.

And we see it in the data.

Things are always changing.

What works, what doesn't work.

And the secret to email marketing is trying very little things to get that extra little boost.

And that's what I want to go through, a series of super random, and I mean really random, little things that you're probably not testing, probably not on your radar,

but actually can change the outcome. The first one is this idea of title casing versus sentence

casing in your subject line. So in your subject line, right, do you capitalize every word in

the subject line, which would be title casing,

or do you do sentence casing where you're only capitalizing the first word in the sentence,

right? So which one does better? What's really interesting, when I'm talking about things that

are always changing, it used to be, if you rewind 12 months ago, 12 months ago, title casing did a lot better.

That's the one where you're capitalizing each word in the subject line. It would beat out

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