Badsender of the week: Text to Image Ratio ? 104 characters vs. 700×1137 pixels!

published on 10/07/2013,

updated on 19/12/2022

When we told you that there is still work to do to professionalize the world of emailing! We have here a brilliant illustration with a score of only 1/8 in the checklist.

The reason? A solution developed internally. Probably in parallel with the development of the website.

Interesting to view, the source of the email (click to view large):

Yes, I know, it stings!

So, we summarize and make a nice list (without repeating what is already in the checklist below, it would be too long):

There is no "To:" field in the email header ... in fact it is present ... but it is empty!
No tracking of clicks except via Google Analytics.
A big picture ... and that's it!
Use of html Map Area tags.
No doctype.
Presence of HTML code before and after the tags <html></html>
No call to action.
Extremely small text in the footer.
An object line with no incentive at all.
... I will stop here!

We are probably far from a bad will on the part of Internity. The company has probably not realized the interest of email in its strategy. However, with an ecommerce site and a network of 170 points of sale, the opportunities are numerous!

So, ladies and gentlemen of Internity, it's time to commit resources and measure the ROI of your emails! With a few optimizations, I am sure that it is possible to prove to you the interest of a minimum investment in your emailing and eCRM strategy.

Need help?

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Identity card

Generic email information:

Subject of the email Enjoy your music and never miss a call
From : Internity via jn112.jn-hebergement.com
Preheader : If you can't see this email correctly, please click here
Emailing solution : In-house solution based on PHPMailer+Postfix

Checklist :

Link to privacy : KO
Link to unsubscribe : OK
DKIM : KO
Text version : KO
Text to Image Ratio : KO
List-unsubscribe : KO
Friendly reply : KO
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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5 responses

Christophe VIEIRA

12 years ago

Hello Jonathan,
Indeed, catastrophic...
And again regarding the Google Analytics Tag... As done, it appears in the "Sources / All Traffic" section when it would have been much better to use the campaign tag (utm_campaign) and the dedicated _utm parameters to perform a fine and precise analysis (via GA I mean).
For the rest, I don't need to comment, as your description of the performance of this email is sufficiently objective and realistic.
Thank you for this article.
Matthieu Rossi

12 years ago

This email is causing me to fracture my eye.
Jonathan Loriaux

12 years ago

Christophe > Don't ask for too much 😉

Matthieu > Do you want the address of an ophthalmologist in Brussels?
Raphael Katz

12 years ago

In the same way, I advise the site top-achat which does the same thing in their e-mailings....
i.e. a huge image and that's it.

(But they do make an effort to find punchy and funny titles...)
Jonathan Loriaux

12 years ago

Raphael > So I'm going to go sign up right now 😉