email subject lines and preview lines

These are not hard-and-fast rules, but our recommendation is to use sentence-style capitalization for both subject lines and preview lines. Do not use punctuation at the end of the subject line, and use regular sentence punctuation at the end of the preview line.

• Subject line: Welcome back to campus, Wolfpack
• Preview line: We’ve got a full slate of fun activities to kick the semester off right.

A general best practice is to keep your subject line below 60 characters and your preview line below 80 characters.