Classic Car Parts Marketing

Ken Magill’s article in the May 10 Multichannel Merchant reminds us that it’s not wise to mail your entire list every time you do an email blast. This is an area where email consultants often have to fight with clients who feel that it’s simply wasting money not to mail everyone (given the almost-free nature of email). Marketers have the gut instinct that anyone might purchase from the very next email?

Here’s the rationale for holding back:

Many of the most popular internet service providers (such as AOL, Yahoo! and MSN) base their spam-fighting efforts largely on consumer complaints. Sending mail to “older” email addresses, especially of disinterested people, can result in an increase in complaints. The ISP will divert your mail into recipients’ spam folders, or even block it. And ISPs can use abandoned email addresses as spam traps. If you mail old addresses, you risk your ability to deliver any mail to a given ISP’s customers. Keep in mind that email addresses turn over rapidly – roughly a third each year, according to some sources. Someone who hasn’t responded in 24 months may be dangerous to mail.

If you market parts for a particular range of cars or motorcycles, there’s obviously an issue with vehicle turnover, too (no, I don’t mean from crashes!).

There’s no way to know how much of your mail actually reaches the subscriber, after bounces and spam blacklists have their way with it. Best to play it safe … the experts recommend segmenting your email list carefully, and eliminating those who show no signs of interest.

Technorati Tags: email deliverability, spam, list hygiene, ken magill

I enjoy looking beyond the automotive world for ideas, and would like to submit one here:

Stew-Mac set themselves a very aggressive goal. Though they’re not a large company, they decided to produce a helpful, fact-and-tip-filled email every week. I’m completely amazed by their ability to come up with great email ideas, week after week (this pace may be too aggressive). It helps that they have a strong creative team that’s accustomed to developing “how-to” guides.

Though I don’t repair musical instruments myself, I continue to subscribe to their emails just for the inspiration. Check it out if you have a moment; what you’ll find is a thoughtful blend of information along with Stew-Mac’s solutions to the problem or issue under discussion. Just as in our automotive/motorcycle world, the product solutions usually consist of replacement/restoration parts and tools.

These emails go beyond merely selling products, and even beyond helping customers. They’re branding pieces, setting Stew-Mac up as the friendly, go-to experts in the products they sell. I bet the company will reap the rewards for a long time to come.

technorati tags: automotive catalogs , emails, email marketing, Stewart-MacDonald, luthiers

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