Of course I discovered it right in the middle of my launch!

How could timing be any worse?

Maybe I’m throwing my toys out more than I ought.

But I prefer to know about things like this BEFORE I go using them in 5 of my emails!

You’ve probably seen plenty of emails with square brackets in the subject line. Usually to make it stand out.

I’ve used them since the beginning for important purchase-related emails. Like, “[Order Confirmation].”

The idea is so it’s easier for subscribers to spot important emails in their inbox. And they don’t just slip on by.

So my launch emails were going out. Some scheduled. Some as soon as I clicked “Send” straight after writing them.

Part way along, I checked Gmail on my phone. For something else entirely.

But then noticed one of my emails…

It started: “[13 hou…]”

“What the heck is ’13 hou’? Oh… wait—”

Once again Google is coming to the rescue in our everyday lives. 😑

The Gmail mobile app is now shortening stuff in between square brackets and adding dot-dot-dot. (They already do that with the rest of the subject line.)

This time it should have read, “[13 hours left].” (With the rest of the subject line after that.)

I have no idea how long this has been going on.

But does make me think twice about how I use square brackets.

Because Gmail now neuters my emphasis-making.

I wonder if this kind of subject line mangling really is helping Gmail users.

Particularly after people have deliberately subscribed for emails. And Google is making it harder to get the info they want.

Not that I have power to bend Google to my will and make it display emails to my satisfaction.

But I could just drop square brackets if I wanted.

Or better…

NOT worry about this at all! 

Because people open emails for more than just what the (Google-butchered) subject line says. Our job is to grease the wheels for them.

Simply showing up is first on the list. Then writing emails that are worth reading. And providing relevant email content week after week.

It’s not always easy to confidently write engaging emails. Or keep up the momentum.

Which is one reason I created Email Ace audio coaching.

Where I’m showing up every week to offer you a leg up. And a gentle nudge (if you need it).