There's still no substitute for a good ol' fashion subject line to get us excited about opening an email and engaging with a brand. @H2O_Plus is a great example of this.
SL: Welcome to 2003
My immediate reaction was, whoa ... someone made a mistake. But when I opened the email I realized that the creative connected the product to the subject line in brilliant fashion.
We must remember that writing subject lines takes time and skill. It should connect the brand and the CTA to the subscriber, and inspire your audience into opening your email. Don't make it the last thing you do before the button is pushed. Make it special, make it a surprise, and most of all, make it unique.
As always ... let me know what you think....