Sent on: September 6, 2013
Subject Line: The making of an eye-con…
Why it’s a standout subject line:
The play on words using the word “eye” instead of the letter “i” to spell “icon” already hints that the subject of the email has something to do with eye makeup, but combined with the promise of seeing how this “eye-con” is made increases the curiosity factor even more.
When you open the email you’re greeted by the primary hook of the email – a new collection of eye shadow palettes from the Marc Jacobs Beauty line, with a link to a post in their blog all about the making of the Marc Jacobs Beauty line, which is a great way to get subscribers excited about the product. It’s also a brilliant way to share content about the products, what goes in to making them, how to use them, etc.
The email is actually full of other Sephora “timeless classics” portrayed as “iconic” in their own right (in keeping with the “eye-con” theme) but the subject line doesn’t cram all of these products into what would have surely been a long, convoluted teaser, instead focusing on a single but captivating ‘hook’ to tempt subscribers to open it.