Today I’ve opened after a long time my NIVEA Newsletter. I’m not a heavy user of these products (nowadays I rather go for Weleda) but as a lot of people in the world I like this Brand so I randomly checking out for news.
So here what I receive today: “Which Makeup best fits to you”. I believe I’m not old school and I definitely tried lip sticks when I was a young boy (at least for Halloween) and I even had earrings and so on… but seriously, makeup, I have no clue about, just a vague idea why girls may use it. But in the end, this is girl stuff for me so I do not care about.
NIVEA is a brand that cares about me, this I know. It is in top of what they do. But here, something went wrong! Even if they do not know if I’m a man or a women (I will not start here debating here about “x” or “d”) they should not send me this kind of subject line if they want to open the newsletter and engage me a little.
I definitely understand NIVEA newsletter target group may be 80% female, so in a very short term view putting some girl stuff in the subject line may increase open rate. I also understand that open rate is a key indicator (KPI not just a PI) but if I was not a CRM nerd I would have opted out today to their newsletter. So they should not only have a look on open rate but opt-outs in the same time!
So there are 2 learnings right?
1) If you have no data to personalize your Newsletter, make sure it is generic and do not discriminate potential sub segments of your audience (unless it is your strategy to clean up your data base by keeping only your main TG)
2) Qualify your data base by inviting people to tell you more about them in a joyful was. People are happy to tell you more about them… if you kindly ask.
Given the fast change advertising industry is going and brands need more than ever to propose relevant content and services (rather than funny stories nobody cares), it is good to start data qualification today.