E-mail Marketing: Herschell Gordon Lewis on E-mail Creative, Part I: Design and Marketing

* Which e-mail offer pulls better? “You Can Save Up To 70%!” or “You can save up to 70%!” Gordon Lewis recommends testing both upper- and lower-case first letters in these kinds of e-mail offers to see which works best for your particular offer. But initial caps are more formal and cut down on any rapport you can have with customers, he noted. He also cautioned marketers to be selective in their use of exclamation points. Generally, an offer such as this one, he said, pulls better with a period at the end of the offer, rather than an exclamation point.