Sender: Bonefish Grill
Sent on: September 5, 2013
Subject Line: What could be better than Lobster & Steak?
Why it’s a standout subject line:
What could be better than Lobster & Steak? Not many things, surely, and that’s why the question makes for an excellent subject line.
Posed as a riddle, you almost want to open the email just to see what the answer is, especially since the preheader (the text appearing immediately following the subject line) suggests that there is in fact something better than Lobster and Steak, and that it’s only available for a limited time: “It’s hard to top Lobster and Steak. But we’ve done it. And you have to hurry to get it.”
Finally, topping off what is already a fun email before you even open it, Bonefish Grill’s answer to the riddle is hilarious: Lobster ON steak (naturally!). Bonefish Grill typically use fabulously photographed images of their delectable fare in their promotions and this email doesn’t disappoint either. The humor is backed up by a great shot of the “Surf ON Turf” dish in the promotion (I know I felt my mouth water just looking at it), so I’d say it was a delicious email all around.