Sent on: September 26, 2013
Subject Line: The top 10 designs of 2013. Hint: there are only 9.
Why it’s a standout subject line:
Threadless is “a creative community that makes, supports, and buys great art.” The people behind the brand have done a great job making it synonymous with cool, original T-shirt designs, and because the designs come from artists and are selected for production based on votes from the Threadless Community (fans and supporters of the artists), the culture promoted by the brand is young, hip, quirky and fun.
In keeping with the brand’s culture, Threadless newsletters are just as quirky and fun, and their subject lines are witty, playful, funny or delightfully silly depending on the featured content. Most of all, they are unmistakably “Threadless-like”, and any time a brand can become identifiable in the inbox based on its newsletter subject lines alone, you know that the email marketing team is doing something right.
Many Threadless emails are featured in our Inspiration Gallery for this very reason, and this featured newsletter is a great example. Designed to promote a competition to find a design for “the #1 tee of the year” (and offering a $10,000 reward for the winning design) the email was sent in late September 2013 with the subject line “The top 10 designs of 2013. Hint: there are only 9”. Since this was a “Top 10” list that featured only 9 items, readers were sure to be curious as to why there was one item missing, so the promised “hint” – which would presumably reveal the answer to the conundrum in the email itself – made the email incredibly irresistible to open.