Rip Curl Rides a Hashtag Wave
OK, I'll admit it — I haven't surfed in at least 10 years. These days I run a few miles during the week and prefer the mountains to the shore on the weekends. And the only surfing I do is on my PC or smartphone. So an email from a company like Rip Curl doesn't usually make me take notice for more than a few seconds.
What grabbed my attention last week was a message the company sent with the subject line: "Always Essential to #livethesearch". At Who's Mailing What!, we collect and categorize lots of email (and direct mail) from many companies each month. A few months ago, we wrote about emailers using symbols in their subject lines.
But hashtags? I don't remember seeing any before. As a Twitter user and sometimes-user of hashtags, I was intrigued, and clicked the email to open it. See the slideshow below for a review!
Paul Bobnak is the research director of Who's Mailing What!, which collects and tracks direct mail and email in more than 220 categories. Reach him at email@example.com.