Just got a fantastic example of an email subject line I will likely NEVER use.
I urge you to adopt the same stance.
Here's the line:
Labor Day Is Over BUT You Can Still Save!
What is going on here?
First, they are extending their "Epic Sale", as many other businesses are doing at the moment, so that is not the problem.
At first glance, my way of interpreting this is:
They had a sale. It ended. But here's a code to get a great deal the day after you missed our real sale.
Why is this an issue or a concern?
I believe that every message is also a way to train a prospect on what to expect from your business. The phrasing of the subject line makes me think they don't take their own sales seriously. That a customer can get a discount any time they want.
And this could indeed be the business model they have chosen. There are many businesses that have discount-seeking, tire-kicking, get-the-best-price-at-all-costs customers. If that's the case and they are getting the returns they want with this approach, then I'd say nothing is wrong FOR THEM.
For my business, where nothing ever really goes "on sale", this isn't the ideal move. I don't want to train new-to-me readers to expect discounts in every message, much less one promotion has juuuuust ended, and oh-look-another-sale.
What might they have done instead?
Call out a time limit, a deadline, or a "last chance" callout or countdown. This clarifies the timeline and will spur an open, and possibly a sale. Better still, combining a deadline with a strong "won't be this low for the rest of the year" kind of statement.
The other thing with this particular company is, they only offer sales in their emails.
No tips, no teasing, no content... only discounts.
They have trained me personally to only expect discount announcements.
What happens when they want to sell or promote premium products? And again, maybe they don't WANT to offer premium or non-sale merch... it's absolutely possible.
By only offering discounts (ads) via email, they are also telling me they aren't really interested in what I want or am looking for. They only want to make a sale.
They are blasting ads out via email, but they aren't building any kind of relational content. There's little to no brand-story either... so I don't get a sense of who they are or what they are all about.
Relational content could equate to a couple of sentences along with their ad spew. It doesn't take much. And I'll bet that if they gave just a little more, that their return on time and money investment would take their email campaigns to a new & improved level.
Thinking of you supporting you in not racing to the bottom of the barrel,