When communicating directly with your customers by phone or face-to-face, it is rather unlikely you will ever shout at your customers. It would be rude.

So I don’t understand why some companies “shout” at their customers when communicating by email. With “shouting” I mean those companies use CAPITAL LETTERS, which are associated with “shouting” in the online world. An example of such an email is shown in the blog of 37signals:

Hi John,

Welcome to Highrise and thanks for signing up!
You signed up for a FREE account.

ACCESS YOUR HIGHRISE ACCOUNT at:
https://johndoe.highrisehq.com

YOUR USERNAME is:
johnny

UPGRADE, DOWNGRADE, or CANCEL your account anytime at:
https://johndoe.highrisehq.com/account

GOT QUESTIONS? Get help here:
http://www.highrisehq.com/help
http://forum.highrisehq.com

THANKS AGAIN for your business!