---
system: mailchimp
category: content
topic: grammar-and-mechanics
content_type: guidance
status: latest
retrieved: 2026-05-16
source_url: https://styleguide.mailchimp.com/grammar-and-mechanics/
tags: [grammar, mechanics, punctuation, capitalization, content-design]
---

# MailChimp — Grammar and Mechanics

## Capitalization

**Sentence case** (first word + proper nouns only) is the default for most content.

**Title case** (first letter of every word except articles, prepositions, and conjunctions) is used for titles of publications, named features, and branded terms.

Specific rules:
- Never capitalize "website," "internet," "online," or "email" mid-sentence
- Capitalize branded terms: plan names (Premium, Standard, Essentials, Free), "Mailchimp Presents"
- Do not capitalize descriptive product terms: "templates," "mobile app," "email"
- Capitalize departments when referencing them specifically: "the Marketing team"
- "Mailchimp" — first M uppercase, lowercase c — never "MailChimp" or "mailchimp"

---

## Abbreviations and acronyms

Spell out unfamiliar abbreviations on first mention, then use the shortened form. When the connection is unclear, add the abbreviation in parentheses: "Coordinated Universal Time (UTC)."

Well-known terms (API, HTML, URL) need no explanation.

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## Voice

Prefer active voice. The subject performs the action. Use passive voice when emphasizing the action over the actor is genuinely more useful.

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## Contractions

Use contractions. "They're great! They give your writing an informal, friendly tone." Write "don't" not "do not," "it's" not "it is."

---

## Numbers

- Use numerals for all numbers (not spelled out), except when beginning a sentence
- Numbers over 3 digits take commas: 1,000; 150,000
- Spell out large round numbers in body copy; abbreviate only when space is constrained (1k, 150k)
- Ordinals: use numerals (1st, 8th, not "first," "eighth") — exception for common expressions ("first impression," "third-party")

**Dates:** Spell out month and day — "Saturday, January 24." Abbreviate only if space-constrained.

**Fractions:** Spell out — "two-thirds" not "2/3." Use decimals when precision is needed.

**Percentages:** Use the % symbol, not "percent."

**Ranges:** Use a hyphen — "20-30 days."

**Money:** "$20" or "$19.99" for US currency. Other currencies follow the same format.

**Time:** Numerals + am/pm with a space — "7 am," "7:30 pm." No minutes for on-the-hour times. Hyphen for ranges: "7 am–10:30 pm." Default to ET; abbreviate US zones; spell out international zones.

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## Punctuation

### Apostrophes

Form possessives normally: "Sam's donut," "Chris's donut," "managers' donuts."

### Colons

Use to introduce a list: "Erin ordered 3 kinds of donuts: glazed, chocolate, and pumpkin." Capitalize the first word after a colon if it is a complete sentence.

### Commas

Use the serial (Oxford) comma in all lists of three or more: "parents, Oprah, and Justin Timberlake."

### Dashes and hyphens

- **Hyphen (-)** without spaces: links compound modifiers, indicates ranges — "first-time user," "Monday-Friday"
- **Em dash (—)** without spaces: offsets asides — "just one of our new features—it can help with this"
- Do not use two hyphens (--) as an em dash substitute

### Ellipses

Use sparingly for trailing thoughts. Do not use for dramatic effect or in titles. Bracketed ellipsis [...] shows omitted material in quotations.

### Exclamation points

Use sparingly. "They're like high-fives: well-timed ones are great, too many annoying." Never in failure messages or error alerts. Only one exclamation point per piece of content.

### Periods

Inside quotation marks. Outside parentheses when the parenthetical is part of a larger sentence. Inside parentheses when the parenthetical is standalone. One space between sentences.

### Question marks

Inside quotation marks if part of the quote. Follow period rules for parenthetical usage.

### Semicolons

Use sparingly. Prefer em dashes or separate sentences.

### Ampersands

Do not substitute "&" for "and" unless it is part of a company or brand name ("Ben & Jerry's").

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## Pronouns

Use "they/them/their" for a person whose gender is unknown or irrelevant. Use he/him/his or she/her/her when referring to a specific person whose pronouns are known.

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## Text formatting

- Italics for: long work titles, technical emphasis, in-app element citations, button labels when referenced in copy
- Avoid combining italic, bold, caps, and underline
- Left-align text only (no centering in body copy)
- One space between sentences

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## Positive framing

Write positively. Instead of "You can't get a donut if you don't stand in line," write "To get a donut, stand in line." Avoid constructions that lead with negation.

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## Slang and jargon

Write in plain English. Briefly define technical terms at first mention. Minimize jargon. Avoid slang that may not translate across cultural contexts.