Winning and losing in the subject line game

Guess we shouldn’t be surprised: Dollar Shave Club is this week’s winner, for excellent use of emojis.

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“(Translation: We have stocking stuffers.)” The emojis grab your eye, but the word “translation” piques your interest by telling you there’s something here you might not have understood. Terrific. And the preheader nails DSC’s brand voice perfectly: “a non-weird guitar teacher.” So specific, quirky, and humorous.

Unlike this preheader, from Bed Bath & Beyond:

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which, as you can see, is not as invisible as they’d like it to be. Does no one test anymore?