Frank Kern sent 'Hey.' in 2009. Obama used it 5 times in 2010. It's been stolen thousands of times since. But almost nobody knows WHY it works and that's the only thing that matters.
February 12th, 2009. Frank Kern sent an email with one-word subject line: Hey. It was immediately one of the highest-performing emails in online marketing history. Over a year later, the Obama campaign used a variation five times during the 2010 presidential election.
You've received it. You've probably used some variation of it. But do you actually know why it works? Most people copying it don't. They see the result and copy the surface missing the mechanism entirely.
Jonathan spent time reverse-engineering the psychological triggers behind "Hey." what makes it feel personal, urgent, and irresistible regardless of the list or vertical. From that analysis, he built a replicable formula and used it to generate 50+ proven subject line variations.
The video above walks through that formula in full and then hands over the 50+ proven subject line variations built from the same DNA tested, proven, and ready to use.