Subject Lines That Work
Motorcycle Superstore: "Can You Hear It?"
This subject line asks a question and invokes the senses. The email was about the sound of freedom (I received it around July 4) and addressed exhaust systems for bikes. It also included a helpful buyer's guide as value-added content.
"Remember. Honor. Respect. Thank You, from Motorcycle Superstore." This subject line appeared in my inbox around Memorial Day. The email did no selling; it simply paid tribute to the heroes who sacrificed their lives for our country. Taking a break from ongoing promotions and saluting current and past veterans set this company apart from its competition.
Whole Foods: "On-the-Go Recipes for an Adventurous Summer"
There's only oblique selling in this email as it's filled with many recipes for summer delights. This is another example of building good will with an audience by providing value-added content.
"Meet Pioneers of Unconventional Ideas. Read Dark Rye." Dark Rye is an online magazine that Whole Foods produces. This email says: "At Whole Foods Market, we're about more than food. Dark Rye is our James Beard-award-winning online magazine that celebrates innovation and creativity in every walk of life." This is an example of a great use of content to engage recipients.
Nine West: "How do you rock your Nine West?"
This email promotion featured a social engagement theme. Recipients were encouraged to snap a stylish selfie wearing Nine West and share with others via Twitter or Instagram. Nine West promised to post most pictures to its site within 48 hours. This is an example of a great way to build brand enthusiasts and get the word out.
King Arthur Flour: "I love love love this … "
The repetition of love draws attention to this subject line. The email promoted ice cream and shake makers.