Sender: Billabong Women
Sent on: September 1, 2013
Subject Line: Laneway – A Must Have Denim for Summer.
Why it’s a standout subject line:
Any time a fashion label you love prioritizes an item that it considers a “must have”, you’d most likely pay attention, and that’s probably what the folks at Billabong were counting on when they came up with this subject line.
It’s especially effective here because it was sent right at the beginning of summer (in Australia) so the promotion of a “must have denim for summer” – also reinforced in the preheader text “In all the colours of the rainbow, the Laneway Short is a must have for Summer” – conveys a sense of urgency in that if you want to get your wardrobe ready for summer (and summer is long and hot in Australia) – you’d better make sure you own the Laneway short in at least in one of the colors of the rainbow.
It’s a nice combination of referring to the style by name to make it memorable (“Laneway”), stressing that it is a priority item (“must have”) and adding a sense of urgency by implying you need it as part of getting ready for the impending season (“summer”). An effective formula for a subject line!