Sometimes, it’s the simple things that can really make a difference. Take JCPenney. The retailer sent a basic reactivation email to reconnect with subscribers. I love how the two-word subject line commands attention. The hero shot of the word ‘hello’ puts the retailer’s message front and center. JCPenney gives readers a reason to click with the mention of “new and exciting things” on its website, likely a nod to an ongoing multi-million dollar branding campaign. While the email creative isn’t striking, the copy and nicely-toned message more than make up the difference.