Dem stands for “direct email marketing” and includes the strategies and tactics used to create and distribute email communications with the aim of implementing relationships between brand and audience or sending information and updates of a promotional nature.
The benefits of a direct mail marketing campaign are linked to the high conversion rate since the message is sent exclusively to a specific target and has lower costs than other forms of traditional promotion. Furthermore, again thanks to DEM it is possible to implement customer loyalty actions, lead generation and nurturing on users in the database. One of the peculiarities of emails received through DEM campaigns is that users actively interact with them and there are high conversion rates as they complete an action such as a purchase, download or visit to the site itself.
The results can be measured through the analytics of the campaigns and their high level of personalization and segmentation allows the sending of targeted messages to a well-defined target. The “open rate” of a DEM campaign email indicates by how many people the message has been read and together with the “click rate”, which measures how many people have responded positively to the call to action, offers an overview of the effectiveness of the campaign itself.
Direct email marketing works only if supported by an adequate operational strategy, which must be built taking into account the interests of customers, the peculiarities of their business and carefully studied also from the point of view of visual communication.
The term DEM is not used exclusively to indicate the strategy, but also to indicate the email sent in a direct email marketing campaign, and differs from the newsletter
