E-mail Marketing Analysis: The newsletter of the newspaper Le Soir (2/2)

Last week, we analyzed the registration process of the Evening newsletter. In this second part, we will analyze the newsletter sent daily.

Before the opening

To begin with, let's look at the perception of email even before opening it. As for the sender, it is very simple, it is "Le Soir". The subject of the emailing asks a direct question. Is the newsletter called "News Midi Express" or simply "Midi Express"? Because both names are used. It would be interesting to standardize the name with a preference for "Midi Express" which is shorter.

The name of the newsletter being written in the subject line of the email, it leaves relatively little room for a catchy subject. The option taken by Le Soir is interesting, since the subject is also the title of the newsletter's front page.

Before looking at the content

An email is also a very technical and complex mechanism. To get it to the recipient's inbox, it goes through a digital path full of pitfalls. Let's see (in a superficial way) what happens on this side.

The alias of the "From" field is, as we have seen, "Le Soir". The email address of this from field is "no-reply@newsletter.lesoir.be". If the email address behind the from field of a newsletter is a technical field, it would have been interesting to add a "Reply-to" address to allow subscribers to interact via this channel.

Otherwise, everything is there! SPF, DKIM, Feedback Loop, Multipart, List-Unsubscribe. Everything that makes theModern E-mail Marketing The technical side is present in this evening's newsletter.

What about content?

To begin with, this newsletter is very readable without displaying the images. Only remark, some Alt tags of images do not bring anything to the information, but it is really because it is necessary to find something to criticize. One would almost want to not display the images at all.

At the level of the content itself, we find a well identified "Headline" which represents the most important content of the newsletter. Below the hats a Call-to-Action invites to "Read more ...", this text is underlined and in blue, which respects the traditions of the web.

Below, you will find lists of clickable titles. These could be better identified as clickable by highlighting them.

At the bottom of the newsletter, there is a very important sentence that is often absent from emailings: "You are receiving this newsletter every day at noon because you have agreed to receive information from Le Soir newspaper. "It reminds the recipient that he/she has made a personal commitment, and to know what the frequency of the newsletter.

At the level of unsubscribeThe form is very classic, but it is a pity to find yourself in a situation where you have to outside the site environment Lesoir.be.

Customization of the newsletter content

A bit of fiction to finish! It seems that Le Soir is working on a unique login system. It's the perfect opportunity to propose to subscribers to customize the content of the newsletter. By analyzing the reading habits of the Internet users, it would be possible to automatically modify the newsletter to propose a more interesting content to the recipients of the emails.

What should be improved?

• Standardize the name of the newsletter used in the subject line, preferably using "Midi Express".
• Better identify the titles present in the newsletter as clickable.
• Integrate the unsubscribe process directly into the Le Soir site environment.
• Doing customization.

Conclusion

From the outside, it is not possible to analyze all the parameters that make a successful e-mail marketing campaign. But from the outside, this newsletter from the newspaper "Le Soir" is simply excellent ! Most of the good practices of the emailing world have been respected to the letter.