Subject Line Hall of Fame: 2009 Inductees
Welcome to the Retail Email Blog’s fourth annual inductions into the Subject Line Hall of Fame, which honors retailers whose subject lines stand out in the inbox because of their creativity and originality. A great subject line can mean the difference between an opened email and a deleted one. While mentioning a fantastic deal in a subject line can generate great open rates, you may not always have killer deals to tout. Creativity in 60 characters or less can give your emails the edge. After reading nearly 14,000 retail emails during 2009, here are my picks for the most outstanding subject lines:
L.L. Bean, 2/3 — "Is it really wrong to love a doormat?"
With Valentine’s Day top of mind, it was the perfect time for this testimonial subject line promoting their doormats. The double-meaning of “doormat” is genius. Only a handful of other subject lines all year included testimonial quotes, which seems like a missed opportunity since product reviews are so influential.
AbeBooks, 1/19 — Join the Barack Obama Book Club
Major retailers only sent a handful of emails referencing the inauguration of President Barack Obama, but this was my favorite by far. Sent the day before his inauguration, this was a timely email that discussed what Obama likes to read—which is not only of general interest to many people, but it’s also of interest to book collectors since Obama’s literary interests are affecting book prices. AbeBooks compiled a list of books and authors that Obama has mentioned in press interviews into an article, and also tries to align what they’re unofficially calling “Obama’s Book Club” with the book club of another influential Chicagoan, Oprah. That’s some shrewd positioning.
Sephora, 11/17 — Gift Tip: Separate these sets into multiple gifts
This is some of the smartest messaging I saw during the whole holiday season. When many consumers are trying to stretch their dollars, this was sure to resonate.
Neiman Marcus, 8/30 — Piranhas, chihuahuas, and fashion! Meet Leyendecker
What do piranhas and Chihuahuas have to do with fashion? And who is Leyendecker? To find out about the duo behind the fashion label you had to open the email. This is a great example of creating intrigue and stoking a reader’s curiosity.
NikeStore, 8/13 — Actually, It Is Rocket Science
Nike also uses intrigue with this nice twist on this turn of phrase to get subscribers to learn more about their new Lunarglide shoe.
HONORABLE MENTIONS
Victoria’s Secret, 12/19 — Fantasy No. 339...
With a nod to erotica fiction, Victoria’s Secret sent several emails in December using the “Fantasy No. X” format. Who doesn’t want to know women’s fantasies? Although fulfilling over 300 fantasies is starting to sound super-daunting.
Neiman Marcus, 8/2 — FEATURED ARTICLES: The newsworthy Fall must-haves
The pun on articles of clothing gives this subject line an editorial air. Neiman Marcus’s emails often have an editorial feel to them as they inform subscribers about fashion trends from Fashion Week and through the year, so this subject line doesn’t ring false.
AbeBooks, 7/10 — Size Does Matter. The Longest Novels.
Channeling a zillion spam subject lines, AbeBooks grabs your attention with the first three words and then quickly reveals the true point of the email with the next three.
EB Games, 9/1 — What Kind of Hero are You?
Engaging subscribers with questions is a staple tactic. EB Games uses it well in the subject for this email, which promotes the Guitar Hero, DJ Hero and Band Hero games.
Staples, 10/9 — Save like it's 1492!
Staples put a fun Columbus Day twist on the saying, “Party like it’s 1999.”
HALL OF SHAME
While 2009 gave us some inspired subject lines, it also gave us some poorly thought out stinkers. Here are the worst:
Urban Outfitters, 11/25 — It's The Gift That Counts
Urban Outfitters puts a cold, capitalist spin on the saying “It’s the thought that counts.”
Sam’s Club, 7/23 — Go back totally stacked. Shop for college at Sam's Club.
I don’t think Sam’s Club has a firm grasp on street slang. I’m not sure what definition of stacked they were going for, but some people might wonder if Sam’s Club is selling boob jobs now.
Alibris, 5/24 — GRAB your coupon and raid our shelves
Using what many might interpret as a war reference seems a little inappropriate the day before Memorial Day.
TigerDirect, 1/27 — 100 Deals Under $100: 1tb Ext HD $99...New GPS w/ Case $99...19" LCD $99...V-Day Deals from $22.99
I suppose the lead up to Valentine’s Day is an appropriate time to promote V-Day, the global movement to end violence against women and girls. But having a V-Day sale is a bit tacky. Perhaps TigerDirect would have been better off just promoting “Valentine’s Day” deals.
Harry & David, 2/5 — Ladies: Here's the Way to Your Man's Heart! FREE delivery on select gifts for Valentine's Day!
Harry & David didn’t gender segment this campaign so all the men on their email list also got this email addressing them as “ladies.”
NOTABLE TRENDS
The most significant subject line trend of 2009 was the use of discount codes. Rather than forcing subscribers to open an email to take advantage of a discount code, retailers decided to experiment with putting the full call-to-action in the subject line. This tactic puts business metrics ahead of email metrics.
RitzCamera, 8/22 — Super Student Special, 10% OFF (Use Coupon Code 1828)
JCPenney, 9/9 — Use Code 32GIFT to Get Free Shipping!
JCPenney, 11/8 — Want Free Shipping? Use Promo Code 49SANTA At JCP.com!
JCPenney, 11/26 — Use Code 25MERRY & Get Free Shipping!
Bluefly, 12/1 — Today Only! EXTRA 15% OFF Handbags & Shoes with Code HOLIDAY15
Ann Taylor, 12/8 — 30% Off All Full-Priced Items with Code WINTER + Free Shipping!
Sears, 12/15 — Hurry, savings end soon! Enter coupon code EXCLUSIVE
Linens ’n Things, 12/18 — Jingle your way to Savings! HOHOHO Coupon Enclosed!
Linens ’n Things, 12/19 — 4 Days Left to Buy More Save More! HOHOHO Details Inside.
Linens ’n Things, 12/21 — Hurry, Only 24 Hours Left to Save up to $24 with HOHOHO!
Another messaging trend during 2009 was the use of the words “first time ever” as a way to standout in ever more crowded inboxes.
Furniture.com, 6/6 — First time ever: 30% off all items for members!
Chadwick’s, 6/19 — 30% off your entire order - first time ever!
SmartBargains, 7/27 — First Time Ever! Extra 20% Off Luxury Handbags.
J. Jill, 9/25 — First time ever! Take 15% off select Wearever styles!
Bluefly, 10/26 — First Time Ever! Take $40 Off $200 – Today Only!
Lands’ End, 11/30 — First time ever Holiday Sale - up to 40% off. Free Shipping today only!
Omaha Steaks, 12/18 — 1st Time EVER! FREE Shipping + EVERYTHING'S 50% off sitewide
Want more subject line inspiration? Check out the 2008, 2007 and 2006 inductees into the Subject Line Hall of Fame, as well as the Outstanding Subject Lines section of every Season Finale and the Subjectivity Scanner at the end of every AM Inbox.
L.L. Bean, 2/3 — "Is it really wrong to love a doormat?"
With Valentine’s Day top of mind, it was the perfect time for this testimonial subject line promoting their doormats. The double-meaning of “doormat” is genius. Only a handful of other subject lines all year included testimonial quotes, which seems like a missed opportunity since product reviews are so influential.
AbeBooks, 1/19 — Join the Barack Obama Book Club
Major retailers only sent a handful of emails referencing the inauguration of President Barack Obama, but this was my favorite by far. Sent the day before his inauguration, this was a timely email that discussed what Obama likes to read—which is not only of general interest to many people, but it’s also of interest to book collectors since Obama’s literary interests are affecting book prices. AbeBooks compiled a list of books and authors that Obama has mentioned in press interviews into an article, and also tries to align what they’re unofficially calling “Obama’s Book Club” with the book club of another influential Chicagoan, Oprah. That’s some shrewd positioning.
Sephora, 11/17 — Gift Tip: Separate these sets into multiple gifts
This is some of the smartest messaging I saw during the whole holiday season. When many consumers are trying to stretch their dollars, this was sure to resonate.
Neiman Marcus, 8/30 — Piranhas, chihuahuas, and fashion! Meet Leyendecker
What do piranhas and Chihuahuas have to do with fashion? And who is Leyendecker? To find out about the duo behind the fashion label you had to open the email. This is a great example of creating intrigue and stoking a reader’s curiosity.
NikeStore, 8/13 — Actually, It Is Rocket Science
Nike also uses intrigue with this nice twist on this turn of phrase to get subscribers to learn more about their new Lunarglide shoe.
HONORABLE MENTIONS
Victoria’s Secret, 12/19 — Fantasy No. 339...
With a nod to erotica fiction, Victoria’s Secret sent several emails in December using the “Fantasy No. X” format. Who doesn’t want to know women’s fantasies? Although fulfilling over 300 fantasies is starting to sound super-daunting.
Neiman Marcus, 8/2 — FEATURED ARTICLES: The newsworthy Fall must-haves
The pun on articles of clothing gives this subject line an editorial air. Neiman Marcus’s emails often have an editorial feel to them as they inform subscribers about fashion trends from Fashion Week and through the year, so this subject line doesn’t ring false.
AbeBooks, 7/10 — Size Does Matter. The Longest Novels.
Channeling a zillion spam subject lines, AbeBooks grabs your attention with the first three words and then quickly reveals the true point of the email with the next three.
EB Games, 9/1 — What Kind of Hero are You?
Engaging subscribers with questions is a staple tactic. EB Games uses it well in the subject for this email, which promotes the Guitar Hero, DJ Hero and Band Hero games.
Staples, 10/9 — Save like it's 1492!
Staples put a fun Columbus Day twist on the saying, “Party like it’s 1999.”
HALL OF SHAME
While 2009 gave us some inspired subject lines, it also gave us some poorly thought out stinkers. Here are the worst:
Urban Outfitters, 11/25 — It's The Gift That Counts
Urban Outfitters puts a cold, capitalist spin on the saying “It’s the thought that counts.”
Sam’s Club, 7/23 — Go back totally stacked. Shop for college at Sam's Club.
I don’t think Sam’s Club has a firm grasp on street slang. I’m not sure what definition of stacked they were going for, but some people might wonder if Sam’s Club is selling boob jobs now.
Alibris, 5/24 — GRAB your coupon and raid our shelves
Using what many might interpret as a war reference seems a little inappropriate the day before Memorial Day.
TigerDirect, 1/27 — 100 Deals Under $100: 1tb Ext HD $99...New GPS w/ Case $99...19" LCD $99...V-Day Deals from $22.99
I suppose the lead up to Valentine’s Day is an appropriate time to promote V-Day, the global movement to end violence against women and girls. But having a V-Day sale is a bit tacky. Perhaps TigerDirect would have been better off just promoting “Valentine’s Day” deals.
Harry & David, 2/5 — Ladies: Here's the Way to Your Man's Heart! FREE delivery on select gifts for Valentine's Day!
Harry & David didn’t gender segment this campaign so all the men on their email list also got this email addressing them as “ladies.”
NOTABLE TRENDS
The most significant subject line trend of 2009 was the use of discount codes. Rather than forcing subscribers to open an email to take advantage of a discount code, retailers decided to experiment with putting the full call-to-action in the subject line. This tactic puts business metrics ahead of email metrics.
RitzCamera, 8/22 — Super Student Special, 10% OFF (Use Coupon Code 1828)
JCPenney, 9/9 — Use Code 32GIFT to Get Free Shipping!
JCPenney, 11/8 — Want Free Shipping? Use Promo Code 49SANTA At JCP.com!
JCPenney, 11/26 — Use Code 25MERRY & Get Free Shipping!
Bluefly, 12/1 — Today Only! EXTRA 15% OFF Handbags & Shoes with Code HOLIDAY15
Ann Taylor, 12/8 — 30% Off All Full-Priced Items with Code WINTER + Free Shipping!
Sears, 12/15 — Hurry, savings end soon! Enter coupon code EXCLUSIVE
Linens ’n Things, 12/18 — Jingle your way to Savings! HOHOHO Coupon Enclosed!
Linens ’n Things, 12/19 — 4 Days Left to Buy More Save More! HOHOHO Details Inside.
Linens ’n Things, 12/21 — Hurry, Only 24 Hours Left to Save up to $24 with HOHOHO!
Another messaging trend during 2009 was the use of the words “first time ever” as a way to standout in ever more crowded inboxes.
Furniture.com, 6/6 — First time ever: 30% off all items for members!
Chadwick’s, 6/19 — 30% off your entire order - first time ever!
SmartBargains, 7/27 — First Time Ever! Extra 20% Off Luxury Handbags.
J. Jill, 9/25 — First time ever! Take 15% off select Wearever styles!
Bluefly, 10/26 — First Time Ever! Take $40 Off $200 – Today Only!
Lands’ End, 11/30 — First time ever Holiday Sale - up to 40% off. Free Shipping today only!
Omaha Steaks, 12/18 — 1st Time EVER! FREE Shipping + EVERYTHING'S 50% off sitewide
Want more subject line inspiration? Check out the 2008, 2007 and 2006 inductees into the Subject Line Hall of Fame, as well as the Outstanding Subject Lines section of every Season Finale and the Subjectivity Scanner at the end of every AM Inbox.
Labels: Hall of Fame, Subject Line Hall of Fame, Subject Lines
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posted at 1:39 PM by Chad White
I love Smith-Harmon's enthusiasm. It's so great to have a connection with people who really "get" and get excited by email marketing. (Truly, there are not that many of us out there!) I count myself very lucky to have found such accomplished enthusiasts to collaborate with on the REI program. They are helping to bring amazing opportunities to fruition with panache.
3 Comments:
I love the discount code in the subject line idea. Thanks for sharing!
Great great post. I'm printing it out and keeping it as inspiration. Enjoying your blog overall too. One thought: it would be great if you move into finding out a bit more of how some of the examples you share actually performed. Would boost your authority big time. keep up the good work
Thanks, Bob. As you might guess, collecting performance data is no easy task--plus if a tactic works well for one retailer, that doesn't mean it will work well for all. While everyone loves case studies, I'm personally a bit wary of them, especially those that show amazing results. With so many things in email marketing, it pays to experiment and always be testing. My hope is that my blog provides plenty of ideas for experiments.
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