Boutique pitch subject lines

Boutique pitch subject lines

10 that get opened. 10 that get deleted.

The subject line is the first thing a buyer reads, often on a phone, between customers. Of the 625 shops in Open Shelf, 25 spell out the exact subject line they want. The rest still sort their inbox by it. The rule is simple: if the shop gives you a subject line, use it word for word. Then add your brand and what you make.

10 that get opened

1. ATTN: BUYER – Hollow Pine candles, line sheet attached
   Driggs Mercantile in Brooklyn asks for “ATTN: BUYER.” Use their words, then say what it is.
2. Hollow Pine – Product Submission
   “Product Submission” is the most-requested phrase in our list (Magpie, Lundeen’s, CITRINE, Frances, The Store at Mia).
3. Maker Application for Experiment
   Experiment PDX asks for this exact line. Using it proves you read their page.
4. Linesheet Submission: Hollow Pine stoneware, $14–$38 wholesale
   Pema New York asks for “Linesheet Submission.” A price range up front saves a back-and-forth.
5. Vendor Submission – Hollow Pine, soap made in Fishtown
   The Phoenix (DC), Thread Spun and KinKa ask for “Vendor Submission.” A local hook helps where shops favor local.
6. Ana Ruiz – Artist Submission
   The Store at MAD wants your name first. Artists and galleries often file by person, not brand.
7. Hollow Pine – Consignment Inquiry
   Altar Ego Apothecary asks for this. Naming the terms you want tells them which pile you belong in.
8. The Lake Book, Jo Park – Attn: Book Buyer
   Edmonds Bookshop and Annie Bloom’s want title, author, then “Attn: Book Buyer” or “Attn: Stocking Query.”
9. Wholesale: Hollow Pine linen napkins for your holiday table display
   No set format? Name the product and where it fits in their store.
10. Following up: Hollow Pine line sheet + new winter scent
    One follow-up, with something new to say. Keep the original subject so they can find the thread.

10 that get deleted

1. Hi!
   Says nothing. A buyer can’t tell it’s a pitch, so it can’t be filed.
2. Collaboration opportunity
   Reads like an influencer or ad sales email. Say it’s a product.
3. Quick question
   Bait. When the “question” turns out to be a pitch, trust is gone.
4. Re: our conversation
   A fake reply to a talk that never happened. Shop owners remember who they talked to.
5. YOU NEED TO SEE THIS!!!
   All caps and exclamation marks look like spam, to people and to filters.
6. Exclusive offer for your store – today only
   Pressure. Buyers decide on their own schedule, usually by season.
7. Product Submission (to a shop that asked for “ATTN: BUYER”)
   Close isn’t good enough. Following instructions is the first test of how you’ll handle reorders.
8. Hollow Pine FW26 Collection Lookbook Vol. 3 – Sustainable Small-Batch Artisan Home…
   Too long. Phones cut it off before the useful part.
9. To whom it may concern
   Tells them it’s a mass email. Use the shop’s name.
10. Following up again (3rd time)
    One follow-up is fine. Three feels like pressure, and the answer was in the silence.