As the inventor of the Badsender slogan would say "Dafuq!?!"! (I know, it's not very poetic, but it's appropriate)
A few months ago, I decided to create a specific email address for companies wishing to send me their press releases. At that time, I was already receiving some press releases on the main Badsender address, and it seemed logical to separate these flows in order to facilitate sorting (yes, I pay more attention to service proposals than to the new feature of company X).
I was well inspired!
Yes, I knew the press release world wasn't exactly the champion of email marketing. But no, I didn't think we'd come this far! But maybe I made a mistake. Two or three times, I communicated this address on specialized sites. Of course, I made sure that a minimum of qualification was carried out, whether it was via keywords concerning emailing or by selecting a marketing or technology category. Never, ever did I think I had authorized... the unthinkable.
What I call the unthinkable are press releases that are completely off the mark! If you read me, you know that on this blog I talk exclusively about emailing. I guess not all PR agencies have the same level of understanding of what email marketing is. Example:
- When I receive a press release from XanLite, the number 1 LED manufacturer in France, I don't understand!
- When I hear about the new Paco Rabane perfume, I wonder if there is a hidden message...
- And for Fugu, the king of inflatable furniture, I feel a little lost (although, on my terrace...)
- But when Alinéa and Disney release an exceptional collection, it's panic!
No, but what is this souk?
I can't even imagine the life of the average journalist! Harassed from all sides by subjects that do not concern him at all. But that's not the worst of it. In my misfortune, I have been well inspired with the creation of this dedicated address, ...
No, the worst part is the content of the emails. Not the subject matter, no, the techniques used:
- Emails sent from a pro platform are clearly the exception!
- When it's sent from Outlook, why not put everyone in CC instead of BCC, it's much more fun.
- Oh yes, in an email, you can put much more than a screenshot of a PDF file
- Images in AI format are good, but the equivalent in JPG is better
- The name of your PR agency in from is average, either the name of the PR manager of the agency or the name of the advertiser.
- A single line of text in the email to say to open the PDF attachment, no thanks! A minimum of useful information at first glance would be appreciated.
- ... and many others
Let's go back to targeting for a moment
Yes, there are PR agencies that do their job and send me information that interests me. So you know what? I regularly republish the information they send me! How crazy is that? A site that uses the press releases it receives
The others? I'm laughing! Yes, it makes me laugh, because it is a waste of energy, money and reputation. A press release is addressed to someone who has a little power, the power to share information. Whether it's with thousands of readers or just a hundred, journalists, bloggers, curators, ... these people have the power to make and break trends.
Another interesting fact is that it is not uncommon for these press release users to move to the other side of the fence, to work in PR agencies or corporate press departments. And you know what? They will have a very low opinion of the work of PR spammers.
So yes, targeting is fundamental. Don't bother everyone with that new perfume brand when only 20% of your email list is interested. Categorize, even if it's a bit arbitrary, it's always better than spraying everyone with anything.
But there are some good students, we might as well mention them
I can't guarantee that these good students are good students for all their clients all the time. But in any case, in my case, I have nothing to say about the quality of their practices. Here are a few of them:
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- Axicom
- Public Rumor
- Eliotrope
- Oxygen RP
- Hopscotch
- RP² Agency
- …
Obviously, these good PR people are the ones dealing with emailing! Certainly other PR agencies that never contacted me are also great... they had nothing to say to me, so they didn't talk to me and that's fine.
Some examples that have nothing to do with emailing!
(Note: I am not blaming the advertisers who are only victims of a well-trained system... although without clients, these agencies could not operate)
Subject: D-1 ! Alinéamania: even more surprises!
Subject: The new "virility" by SCORPIO
Subject: PRESS RELEASE - NUMERICABLE, MAIN PLAYER OF THE NATIONAL HIGH-SPEED PLAN
Note: The two images below are not screenshots made by me, they are the two images that make up the content of the email sent.
Oh yes, the address in question is redaction@badsender.com, feel free to continue spamming me, it amuses me (I could make other Badsender of the week).
