From: Southwest Airlines
Subject Line: Fly One, Get One FREE For Colorado Rapid Rewards Members!
Date: January, 2010

From: Southwest Airlines Landing Page

Not too long ago, I received an awesome email from Southwest Airlines. The 3 things I like most about this email are the fact that it's relevant, simple and truly rewarding.

1. It's relevant because I'm a Colorado resident, a Rapid Rewards member and I just happened to need travel booked in the month of January. How did they know? ☺

2. It's simple. The subject line explains what's in it for me. I recognize some marketers are hesitant to use the word FREE in a subject line, however, I believe this is a high value scenario when the benefits of using the word FREE outweigh the risk of content filtering. The 3 simple steps needed to book my trip were bulleted and straightforward. The registration landing page was short and sweet and had my rapid rewards number pre-populated in the form, it literally took me less than 5 seconds to read and click.

3. Taking advantage of this campaign was truly rewarding. I booked my flight a few days after I received this email and was excited about the perks of Business Select: a guaranteed group "A" boarding pass, Fly By Priority Check-in, security lanes at the airport and a drink coupon. Now that's rewarding. Luv'in Southwest.