DEM, for brand strategy

The acronym DEM, or direct email marketing, includes all communication strategies carried out through the sending of emails directly to one’s audience. Essentially, the goal is to create and maintain a relationship between the brand and the customer by sharing information or commercial promotions. For this reason, direct email marketing campaigns represent one of the many building blocks within a digital strategy funnel.

Unlike DEM campaigns, newsletters have an informational purpose and are sent periodically to subscribed users. DEM campaigns, on the other hand, are commercial initiatives with a specific duration and are targeted at a well-defined audience. As a result, they tend to have a high conversion rate, as they reach users who are already interested. These campaigns also increase the likelihood that recipients will complete an action, such as purchasing a product, downloading an app, or visiting a website. It is important to remember that sending a DEM requires a mailing list of users who have given consent to receive promotional communications.

With DEM campaigns, it is possible to build a nurturing and loyalty-driven relationship with customers, especially through targeted messages and direct dialogue that responds to their specific needs.

The basic steps for creating a DEM embedded in a strategy:

• Construction of the right message both textual and graphic based on the objectives included in the strategy.
• Creating an effective email subject line.
• Optimization for different devices.
• Images and call to action, capable of attracting the user to action.
• Analysis of actions taken by the user once the campaign is sent.

Some tools for sending and creating DEM campaigns:

• Mailchimp
• Mailup
• Sendinblue

Examples of DEM campaigns:

• Klarna: Klarna’s email is a simple example of well-structured communication, immediately catching the eye thanks to a clear and well-defined call to action.

• Apple: this email aims to invite and engage developers and professionals to register for a dedicated event. As expected, the design is perfectly aligned with the brand. In addition, the key highlights are presented immediately, and a call to action encourages users to learn more.

• Tod’s: the brand chose to promote Valentine’s Day purchases with a dedicated product line, using copy and imagery perfectly aligned with its communication strategy.