Noob Lesson #121: Examine Creatives Thoroughly

Here is a pop quiz for you noobs out there, feel free to respond, nobody will be laughed at for getting the answer wrong.

What is glaringly WRONG with the following creative that a network expects mailers to run?

First one to guess correctly will lose the title of NOOB officially in our eyes and be given the new rank of "JUNIOR MEMBER"

 

is this a rich text or image creative?
if image, low text
if rich text, too many dollars

 

Edit: sorry, just noticed that this was in the noob section

 

Correct, but that's not what's wrong with it.. Keep looking!

 

Is this the entire creative? Physical address a way to unsub?

 

I guess most of people's ESP will include his own footer automatically.

 

Yeah to obvious. German legislation forbids sexual differentiation in insurance rates
But that is not it either I guess

 

Ok I'll give the answer...

the problem with this creative is the giant phone number in the bottom right hand corner.

The same # was also plastered into their optout image as a last-ditch attempt at getting the sale.

Why would anyone want to send this creative out when the person receiving it can just pick up the phone, dial the 1-800 #, and you'd never get credit for the sale?

 

Did you confirm that you would NOT be paid for call ins by this network? I personally love the addition of a trackable # for those people who would rather call in than go to a web page.

Not sure what the story is here tho. If in fact you wouldn't get paid - fuck 'em!

 

Yeah I confirmed it, in fact the network simply told me to remove the phone # if I didn't want it there.

This IMO is a case of an advertiser trying to pull a fast one...

 

Reason #32 for not using network creatives.

 

Not only do I not mail creatives with 800#s (first off seems those get flagged by some filters in text even in the fine print), I can't stand it when they put 800#s on the landing pages too. I'll try the offer, but am always concerned about that. Customer support is one thing but the 800# on the top of a landing page (not tracked of course) or email creative feels like giving away free traffic.

 

I have a point of view here that hasn't been touched upon yet.. ignoring the obvious, let's call them 'technical' issues related to the structure of the email, the phone number not giving you the credit... look at the content itself:

This is talking about protecting your *family*, yet the graphic is just of kids and puppies. That's not *my* family. I don't have a white kid and a black kid.. sure, maybe it's just supposed to pull out the 'feel good factor' by traversing as many races/genders as possible, but personally I feel that's a cop-out.

Ideally, you know your data, you know the geo-demo split and can cater the imagery to suit. Amirite guys??

my $0.02