It's refreshing when a company seems to get it right, and DJ Waldow uses a post at the Bronto blog to explain why email messages from US Airways impress him on a regular basis. Why, it's like they're singing "Come Fly With Me!"

Here's what sets them apart, according to Waldow:

A healthy mix of "boring" and "fun" subject lines. Some messages come with an informational subject line like Earn more miles; others—for instance, We're bringing back free drinks—grab the reader's attention with a more lighthearted tone.

An irregular broadcast schedule. Waldow's permission-based subscriptions generate, on average, a few messages each week. There is, however, no predictable pattern. He sees this takeaway: "Vary your frequency and cadence of emails—as appropriate—to keep your readers interested."

A helpful level of personalization. Every message from the airline's Dividends program includes his member number. "This is critical to me as I never ever remember it," he says, while noting, "Who does?"

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