Sender: American Apparel
Sent on: September 15, 2013
Subject Line: ===STRICTLY STRIPES===
Why it’s a standout subject line:
There are a few clever elements in play here:
1) The use of “equals” signs (===) to hint of stripes visually even in the subject line
2) The subject line is short and snappy, and “short and snappy” generally generates higher open rates than “long and convoluted”
3) The newsletter contains one main image featuring stripes, simply. Just as the subject line promised.
4) You can’t see it in the body of the email itself, but American Apparel used a hidden preheader with some punchy preheader text: “Always in style, never out of line. Make stripes a part of your wardrobe.” Hiding the preheader in the email doesn’t hide it in the Inbox’s preview pane (in email clients that display preheader text), so the short and snappy subject line combined with the concise and punchy preheader text goes a long way towards piquing an inquisitive American Apparel fan’s curiosity and generating an ‘open’.