A little over a year ago I wrote Emails are Here to Stay. To this day, email marketing is still relevant and an integral part of marketing. However, what has changed is the level of competition we face. Where we have to remember that the customer is receiving possibly hundreds of emails a day. Understanding that we have to stick out from the crowd, which means taking our time to review everything from the subject line to the to customers we send it to!
No longer is it best practice (which I cannot imagine it ever was) to send the entire database the same email? Especially given that the content was not relevant to the customer. For example, while I shopped at a retailer over 2 years ago, I am still getting sales emails. Only the email is for women's clothing, which is incredibly irrelevant, and ended up with my opting out as they never sent anything regarding their men's brands.
The same philosophy applies when marketing with the auto arena. Wherein, if you sell pre-owned vehicles (as I am sure you do) sending them OEM parts coupons for NON-OEM customers regarding service is not relevant. And the age-old cheap/free oil change is not going to work either. Where great, they came in (non-OEM which does not count for retention) but it cost the dealer money on what otherwise could have been a cash customer!
That being said, here are some best practices when it comes to emailing the customer!
Bottom Line: take a minute to look at what you're sending! Make sure everything is correct. Looking at the email as is if you were the customer.
What has been one of your most successful subject lines?