The lieis bad. In email marketing, it's a breach of trust that binds you (or not) with your subscribers.
Here, the lie is in the subject of the email " Last days to subscribe and receive a gift "and serves only one purpose, to provide a sense of urgency to the reader to open the email.
How is that a lie? Because in the email, these "last days" are transformed into " Offer valid until 31/12/2011 " ... one wonders who to believe.
Let's move past the lying aspect and look at the text of the email.
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With a subject invoking urgency like the one we just saw, the content of the email should have reinforced this feeling. But this is not the case at all, the text praises the reduced price of the subscription and the 8 free DVDs that are linked to it. Not a single word about the emergency on the landing page ... to believe that there was not really any.
If this subjectline was one of the many versions of a AB testLet's hope she didn't win it...
Identity card
Generic email information:
- Subjectline Last days to subscribe and receive a gift
- From : Telerama
- Preheader Why wait? Take advantage of this exceptional subscription offer now!
- Platform of routing : eCircle
Checklist (to be completed in future Badsenders this week):
- Link to privacy :Bof
- Link to unsubscribe : OK
- DKIM : OK
- Text version : KO
- Text to Image Ratio : KO
- List-unsubscribe : KO
- Friendly reply : OK
Screenshot of the email from Télérama
