Yesterday, I was scrolling through the news procrastinating searching for interesting email ideas when something caught my eye…
“Huh? Is that a garbage bag?”
“995 buckaroos!”
“Are you KIDDING me?!”
Turns out, Balenciaga announced their new 2025 Winter Collection, featuring a bag made with Dyneema. It’s designed with their logo, phone number, and address, and has a surprisingly narrow 1cm width… completed with retro creases.
Let me word paint it for you –
The whole thing looked like a 10-cent plastic bag from Safeway.
(I’m not making this up. Look it up yourself.)
The craziest part?
This $995 plastic bag is completely sold out.
Conclusion?
People don’t give a damn about WHAT they’re buying.
They care more about WHO they’re buying from.
This is why the subject line in email marketing is overrated.
Marketers are always obsessed with finding the “perfect” subject line that’s going to make people “read.” When in reality…
People take one look at the “Sender Name”…
…and make up their mind whether or not to open.
That’s why –
“If you make the ‘from’ line matter to the recipient, the subject line barely matters at all.” – Colin Theriot
To your success,
– WYH
P.S. – Looking back at my own behavior…
I have 3 to 5 newsletters I will always read. I don’t care when they send their emails. I don’t bother to read the subject line.
I just open and read.
The reason is that I recognize the “Sender Name.” And that’s all the persuasion I need. This is your ultimate goal.