Badsender of the week: Don't know what CNG stands for? Too bad!

published on 26/06/2013,

updated on 19/12/2022

CNG, but what is this thing? You don't know? Well, neither do I... and the Fiat newsletter is not going to tell us more. CNG stands for "Compressed natural gas" or GNV in French (gaz naturel pour véhicules). But that's not the point, if you want to know more, you can always read theWikipedia article on the subject. Non, ce qui nous intéresse, c’est l’occasion manquée par Fiat Belgique. L’occasion de faire de l’éduction vis à vis de ses abonnés et de pousser du contenu à valeur ajoutée. À aucun moment dans l’email l’acronyme n’est expliqué. Pourtant, dans sa construction, l’email prend soin de citer de nombreux avantage du CNG. Ce genre d’email gagnerait à faire partie d’une série de deux ou trois emails scénarisés. Des emails expliquant le principe du CNG, avec du storytelling (citation d’un ingénieur de la marque), avec un historique du développement de la technologie, … et enfin, détaillant les avantages pour le consommateur. En bref, une occasion manquée ! Pour le reste, l’email multiplie les mauvaises pratiques avec un note de seulement 1,5/8 (voir la checklist). Pour n’en citer que quelques unes :

The only links used for lead generation are at the bottom of the email. The other call-to-actions lead to a mini info site (without lead generation) and worse, to a PDF brochure.
Without the images, the email is hard to understand ... fortunately the ALT Tags are not too bad.
The unsubscribe link is placed only on the word "here" of "click here".
There is no text version.
No link to the Fiat homepage.
A header image that is much too high.
... and more!

Identity card

Generic email information:

Subject of the email The widest CNG range on the market
From : Fiat
Preheader If you can't see this email correctly, click here.
Emailing platform : eCircle

Checklist :

Link to privacy : KO
Link to unsubscribe : Bof
DKIM : KO (bad format)
Text version : KO
Text to Image Ratio : OK
List-unsubscribe : KO
Friendly reply : KO
Mobile ready : KO

Screenshot of the email

newsletter-fiat

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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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2 responses

Florian Jumelle

12 years ago

When I think that I'm struggling to change box and that there are big companies like fiat that are not able to do clean emailing... hopeless 😀
Anyway nice analysis, thanks 🙂

Can you tell us more about the sending IP? Is it dedicated or shared? (I would put my hand to cut that it is shared and if so, bad point for e-circle at the level of dkim)
Jonathan Loriaux

12 years ago

Hey,

It is indeed a shared service, and if I believe Senderscore.org there are at least 23 other senders who use it, including things that seem to be acquisition ... not very clean!

And I won't even tell you the face of the SPF recording...

There is work to do!