"Badsender" of the week: For Thomas Cook, my name is comma

published on 16/11/2011,

updated on 18/07/2023

Personal emails are great, but you still need to have something in the database. And no matter what, always provide a replacement scenario for people who don't have all their personal information filled in.

Otherwise, for the rest, this campaign is not bad, but it's still a bit banal. Not enough to whip up a cat, especially in terms of copywriting which is not very high. The design is not the strong point of this email either.

Do you understand what FINI = FINI means? For me it's a bit difficult to understand.

Identity card

Generic email information:

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Reading content isn't everything. The best way is to talk to us.

Subjectline SUPERPROMO: Go for a week in the sun from € 299, flight included. FINI = FINI !
From : Thomas Cook
Preheader What sunny destination will you send your Christmas cards from?
Platform of routing : Selligent Interactive Marketing

Checklist (to be completed in future Badsenders this week):

Link to privacy : KO
Link to unsubscribe : OK (very good indeed)
DKIM : KO
Text version : OK
Text to Image Ratio : Bof
List-unsubscribe : KO
Friendly reply : OK

Screenshot of the Thomas Cook 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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5 responses

Filip De Pillecyn

13 years ago

fini=fini is letterlijke vertaling van op=op, hetgeen een populaire vlaamse uitdrukking is om mensen tot spoed aan te manen bij een tijdelijke promo 😉
Jonathan Loriaux

13 years ago

Filip > Thanks for the clarification 😉

It's a shame to translate so literally!
Thomas

13 years ago

Most of the mailing tools propose to personalize the subject and the body of the text and to use conditions in case you don't have the first name for everyone...
This mailing was done a bit in a hurry I would say!

Otherwise I didn't understand the explanation of finite=finite, is it an expression that has been translated literally?
Jonathan Loriaux

13 years ago

Thomas > And SIM which is used by Thomas Cook in this case also offers packaging.

For the fini=fini, I translate what Filip said: "fini=fini is a literal translation of op=op, which is a popular Flemish expression urging people to hurry up and take advantage of a temporary promotion"
Dan Emailing

12 years ago

or a forgotten debugging code ... 😉