I've had a few roll scams recently. The first one of them could well have actually gotten me, had I used toll tunnels any time recently.
Overdue Toll Notice: A toll fee of $5.83 has not been paid. To steer clear of penalties, please pay at [bitly link]
It was so simple and to the point, and it happened to be the first thing I saw in the morning before my head was properly cleared. I don't know what I would have seen if I had clicked, and frankly if it was just phishing it's very unlikely to have gotten money out of me, but it got very close to convincing me to take that first click.