Sassy Subject Line From King Arthur Flour on April Fool’s Day

Last Wednesday was April Fool’s Day, a day when you have to take a lot of emails and “news” stories with a grain of salt, because in the end, the joke could be on you. ThinkGeek, an e-tailer specializing in all things within the realm of the geek niche, has long been the gold standard when it comes to the April Fool’s Day email: every year there are new “products” that are so outrageous and awesome that customers often take to social media to discuss their favorites. Or in the case of the 8-Bit Tie and Tauntaun Sleeping Bag … the demand is so great that the product is brought to life.

Last Wednesday was April Fool’s Day, a day when you have to take a lot of emails and “news” stories with a grain of salt, because in the end, the joke could be on you. ThinkGeek, an e-tailer specializing in all things within the realm of the geek niche, has long been the gold standard when it comes to the April Fool’s Day email: every year there are new “products” that are so outrageous and awesome that customers often take to social media to discuss their favorites. Or in the case of the 8-Bit Tie and Tauntaun Sleeping Bag … the demand is so great that the product is brought to life.

So, when I checked my email on April 1, I saw ThinkGeek in my inbox, but what really caught my eye was the subject line of the email below it: “Best pie crust ever! NOT.” I did a double take, and was surprised when I saw King Arthur Flour as the sender. Clicking through, I was greeted by a great image of a galette gone wrong with the text, “WHOOPS! Been there, done that … ” and a call to action button to read the annual April Fool’s day baking blunder blog post.

I’ve written about King Arthur Flour before and how the baking product company does an excellent job with sharing relevant content with its subscribers, and even on April Fool’s Day, it does it again (because in the baking world, misery loves company when it comes to epic kitchen fails). But despite the joke day, KAF’s content is no joke.

Melissa Ward is the senior content editor at Direct Marketing IQ. Reach her at mward@napco.com.

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