Goodsender of the week: we haven't seen you for a long time!

It seems that there are conscientious marketers at Bouygues Telecom! Indeed, rare are the brands that dare to propose so explicitly the automatic unsubscription after a period of inactivity. Yet, the benefits are numerous: better reactivity of the rest of the target, less risk of receiving complaints for spam, ... we could still find others.

But lowering your potential is a ... complicated act for many marketing departments. We'll have to write an article about it one of these days.

However, in its construction, this email is far from being good. The checklist below gives us a score of 1.5/8.

Here are some areas for improvement:

• We will quickly pass on the use of the address noreply@b-and-you.fr ... but not on the incoherence of one of the sentences of the preheader : To be sure to receive our communications, please add the address info@infos.b-and-you.fr to your address book.
• To consult the online version, go to this page. Except that the link in question does not lead anywhere (href= "#").
• The main text of the email ... is not very structured. A well identified call-to-action would have been more effective than the url in the text. The reasons to stay could also have been highlighted to encourage the subscriber to re-engage.
• For an opt-out email, it is strange not to have an unsubscribe link to allow subscribers to clearly mark their choice.
• No tracking on links = no reporting possible!
• On the more technical part, no SPF, no text version, no DKIM, the html doesn't have the basic tags, ...

Here we are in front of an email that was developed for good reasons ... but that has probably been forgotten in a corner. Transactional email also requires monitoring ... and regular review.

Identity card

Generic email information:

• Subject of the email Important - Your B&YOU account will be deleted soon
• From : B&YOU
• Preheader You are receiving this email because you are a B&YOU user
• Emailing platform : Sent from the web server

Checklist :

• Link to privacy : KO
• Link to unsubscribe : Bof 😉
• DKIM : KO
• Text version : KO
• Text to Image Ratio : OK
• List-unsubscribe : KO
• Friendly reply : KO
• Mobile ready : KO

Screenshot of the email