Well, okay, it's been dozens of weeks since I've written a "Badsender of the week" or a "Goodsender of the week" (and believe me, I'd love to have the time to do more). So you could say this is the Goodsender of the semester, but that's just to say I'd love to do one every week. Anyway, back to our emails! Yesterday, I received a really nice email from Darty. Yes, that's right, Darty, the Weather Darty... I don't want to bore you with my life, but a few months ago, I bought a television from them (and also a fridge), well, not from them, on their website. Since these purchases, I've been receiving regular newsletters, as well as emails from the "Communauté d'entraide Darty", and here I say BRAVO! As you may know, we at Badsender are big fans of notifications. If 50% of email marketing traffic could be replaced by targeted notifications, our market would probably be in much better shape! So, back to the "Communauté d'entraide Darty". The principle is simple. When someone asks a question on the Darty community site about a product, the buyers of that product receive a notification enabling them to answer the question. The advantages of this type of mechanism are numerous. On the one hand, it creates a substitute for after-sales service. We can't ask all our after-sales service agents to know the entire product range by heart, but a regular user of a product can potentially answer a large number of questions. Secondly, we're dealing with hyper-targeted, hyper-personalized communication! In this context, it's a safe bet (we're not the authors, so we don't have the results) that these emails are well received by recipients. It's proof that the brand is interested in its customers, that it can be (at least on the facade) disinterested, ... in short, a good strategy for generating new purchases in the future.What else could be optimized?
Of course, since it doesn't exist, we're not reaching perfection with this email. Firstly, when it's received in Gmail, it falls into the promotion tab and not into notifications or social notifications. Several parameters could be optimized to try and achieve this result (we agree, it's not easy).The graphic and HTML design could do with some improvement. We would have liked to have a responsive and/or Gmail-friendly email, but that's not the case. There's a lot of text inserted into images. The hierarchy of information is not optimal (product not highlighted enough, no branding specific to the community, ...).We also regret the use of domain names (sending, image hosting, landing, ...) not very logical from a deliverability point of view.Last note, the concept seems to be managed by : https://www.apreslachat.com/Feel free to read one of our previous articles on email notifications.Identity card
Generic email information:- Subject of the email : A member of the BRANDT B3228HD group requests your attention
- From :
- Preheader : None
- Router : SendGrid
- Link to privacy : OK
- Link to unsubscribe : OK (but only for communities, not for the whole Darty)
- DKIM : OK
- Text version : OK
- Text to Image Ratio : OK
- List-unsubscribe : KO
- Friendly reply : OK
- Mobile ready : KO
Screenshot of the email
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