When summer promotion season hits, copy can sometimes feel stale. We all want to talk about the same things: long days, vacation, sunshine, sun, summer sun (alliteration!), heat, hotness. . .did I mention summer? And we should talk about those things in our emails – they’re what the season is all about.


For copywriters, the challenge becomes expressing these concepts in ways that feel fun and original, without reusing the same words and phrases across campaigns (or worse, multiple times within the same email). How can your brand express summer? Below is a collection of headlines that convey on-brand, aspirational summer feelings without using the words “summer” or “sun.” Though these words certainly don’t need to be blacklisted (and pop up in the body copy of some of the emails in this gallery), going a different direction with your headlines does more to incite interest and awaken subscribers’ summer nostalgia.


Summer Messaging Inspiration: