Special Release Edition

A long-overdue Subject Line Smackdown, plus a few other bits and pieces

Brouwerij 't IJ is housed in a windmill. Hard to pronounce but pretty to look at, especially at night.

Hello, people of the world! It’s been a while. Things are mostly ok* in my neck of the woods, and I hope they are the same (or better) for you. Here’s a random photo I took during an evening boat ride around this time a year ago of a windmill-turned-brewery not far from our neighborhood. I forgot how much I like it, so I’m sharing it here with you fine folks.

Given that it’s been a hot minute since I sent out this newsletter, and that I promised a double dose of my Subject Line Smackdown in my next version (I know how much the PR pros in the bunch love them!), let’s get to it.

Subject Line Smackdown X2: Special “Release” Edition

For the new subscribers in the group (thanks for signing up, by the way!), here’s how Subject Line Smackdowns work. I analyze a batch of subject lines straight from my inbox (with identifying details redacted as much as possible) so you can get a better idea of 1) just how strong this firehose of information blasted to journalists’ inboxes is; 2) what works and what doesn’t to catch a journalist’s eye (at least, this one’s); 3) easy ways you can tweak your own subject lines to make them enticing and on point enough for your recipient to open the email already.

This week, as I was trying to whittle down my always overflowing inbox, I did a little experiment: I searched for the word “release” and used the unread filter. Not surprisingly, I had hundreds of results, a few of which could even be a fit for me at some point. This illustrates a couple of relevant points. While press releases can be helpful tools in this industry, they are way, way overused — including just the term itself as part of the subject line. As a result, the good pitches — and potentially good stories — can often get lost, sitting unopened in all that extraneous noise and clutter.

So, without further ado, let’s take a look at the subject lines of 15 recent “releases” that have found their way to my inbox.

Whooo, boy, that’s a LOT of releases for one morning.

1. Experience All 7 Wonders … I guess this works, but I’m curious if there are other companies that also offer this “milestone.” If not, or if there’s only a handful, THAT’S your subject line.

2. Media Release: … increases service to … This is from an airline’s internal comms team, and it works: direct, straight to the point, fits with my aviation niche, and w/plenty of lead time in case there’s an opportunity to write about it.

3. RE: PRESS RELEASE: … Debuts New Brand Partnerships: Not a story, and not worthy of a press release, at least not for me.

4. *PRESS RELEASE* … to Open First Restaurant … Our first real winner of the day. Name drops a biggie celeb chef right off the bat, plus big-brand partners. I’m opening and keeping in mind and wishing I lived closer so I could go cover this in person.

5. New Release: Taking … and … by Storm: Holy moses, I could walk between these destinations faster than it takes to read this beast. See how it stretches aaaaaaall the way across the screen and keeps going? This taps into my aviation beat and I’m intrigued, but you gotta get to the good stuff much faster. It’s a subject line, not a subject novel.

6. … An Ocean-Spanning Release: Product pitch for booze, which I really don’t write about much these days unless it’s something offbeat, quirky, or an undiscovered feature or human interest story like this.

7. … Re-Opens … Urban Oasis: It’s straight-to-the-point, but it’s very far geographically from my usual coverage area, so probably not a fit.

8. … Unveils New Curated Stays … Again, not really worth a release imo, and not really enticing enough to make me want to read further.

9. PRESS RELEASE: Celebrate Memorial Day … This one is from a state agency and probably has some good intel … but it’s more than a tad bit late. Most stories about Memorial Day have long since been pitched, written, filed, edited, and most likely pubbed.

10. RELEASE …. Unveils Transformation Of: Not a fit for me. The property is far from my usual geographic coverage area, but even if it were closer, there’s not enough there, imo. Far too often “transformations” = “renovations.” And while they can be very spendy and important to the guest experience — and of course are important to communicate to a journalist who is writing a story — these renos are so commonplace in the industry it’s hard to keep track of them all (at least for me).

11. STORY: Newest Travel Experts? Actual Kids. Nice! This is part of a tourism board campaign, and it’s cute and clever, with the subject line to match. Not a fit for me personally, but very well done. (My only possible critique: I hope the kids they spotlight aren’t just celeb offspring.)

12. 10 Countries Safer … This gets the job done well enough. Not a fit for a standalone story, but good to file away in case I need stats for one down the road.

13. Media release: … Posts … Another airline comms’ release targeted to reporters covering the business side of commercial aviation. Not necessarily a fit for me, but nice to know that they know I cover the industry.

14. … Acquires … Luxury Shipping: There’s definitely a story about the rise in shipping luggage for travel … but this is a pitch for shipping luxury automobiles. Not in my wheelhouse. Pass.

15. … Welcomes Summer … See my response to No. 9. Generally speaking, seasonal programming, celebrations, new menus, openings, partnerships … ≠ the need for a press release.

Recently Published Stories

I haven’t written for Garden & Gun in a while, but I was honored to write another story — this one with a Southern angle, of course — about the grave adoption program in the Netherlands, just in time for Memorial Day.

And That’s a Wrap

*Two things that are definitely not ok for me at the moment: I’m facing some challenges around a new contract for a beloved client, and struggling with feelings of hurt around a couple of longtime friendships. Not fun stuff, indeed. But I’ve voiced my concerns in both situations, and now I suppose it’s time to (ahem) release … and see what happens next.

Thanks for being here,

Blane