I know some people like to frown on word play, but not the people on our mailing list, they eat it up! Anyway, we needed a line that got our customers thinking about the hot weather ahead and how comfortable it is to be wearing Omni-Freeze fabric. This was the "B" in an A-B test, both emails sold essentially the same, but this line weirdly had a much higher open rate, more eyeballs that could turn into sales at a later, hotter date.