Badsender of the week : When Franz Olivier Giesbert sends me emails

published on 06/11/2013,

updated on 19/12/2022

Franz Olivier Giesbert, do you know him? Yes, yes, the boss of the magazine Le Pointthe TV presenter,... . Well, Franz is becoming a great friend! Since almost a year, Franz has sent me no less than eight emails. Well, on the other hand, he's a bit rambling, each time, it's the same old thing, same subject, same content, ... email-list-the-point

Well, to tell you the truth, I'm not even sure that he is aware of it... I hope, however, that it is the case of the marketing department of Le Point. Because yes, it is a prospecting campaign relayed by the credit comparator Kredity. Why? Because a news magazine is, by its very nature, a source of... news, a source of stories to tell. So it's essential to use this richness right up to the recruitment process for new customers. To be convincing, you need to focus on the substance, on what makes you unique, on your added value. Here, using the image of a personality is smart, but if it doesn't work the first couple of times, there's no point trying too hard: otherwise, no accent in the subject line, display problems in Gmail, Franz's email address is that of a certain Jessica, and so on and so forth.

In the place of the average consumer, what do I think?

Put yourself for a moment in the shoes of the consumer who, interested in a new car loan ... receives eight similar e-mails (albeit well spaced out in time). What does he think of the credit comparator? And what does he think of... Franz? A more costly but far more effective strategy would have been to build a customized recruitment program, using the value of both platforms. For example, Kredity could have occasionally relayed the economic news published by Le Point, offering visitors the chance to subscribe to the magazine (or something similar). Unfortunately, this type of strategy is a far cry from what's being done in the email acquisition sector... maybe one day!

Identity card

Generic email information:

Subject of the email Discover the special offer we have for you
From : Franz Olivier Giesbert
Preheader : To display this message correctly, consult the online version
Sending platform : Experian

Checklist :

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

Screenshot of the email

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The author

Jonathan Loriaux

I've been involved in email marketing for over ten years, and my career path began on the technical side (email campaign integration) before moving on to sales (as an eCRM expert) and finally marketing consultancy. For the past 9 years, I've been the author of the Badsender.com blog. Emailing isn't just an expertise, it's truly become my passion, which is why Badsender is now my main activity, with the creation of an emailing consulting business linked to the site.

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One response

Anais Sheshekli
12 years ago
The point has an RSS feed. They could have integrated the last 4 articles of the RSS feed at the bottom of the email. That way, when the same email is sent 8x, there is still a little bit of content that differs.