DEM, for brand strategy
The acronym DEM, direct email marketing, includes all that series of communication strategies implemented by sending direct emails to your audience. The goal is to create and keep alive the relationship between brand and customer by sending information or promotions of a commercial nature. Direct email marketing campaigns are one of the many pieces of the funnel of a digital strategy.
DEM promotion campaigns are not to be confused with newsletters, which are informative e-mails sent periodically to a user subscribed to our e-mail box. DEMs, on the other hand, are commercial campaigns that have a specific duration, aimed at a purely target audience. Direct email marketing campaigns have a high conversion rate as they are addressed to a target audience, who will most likely complete one of our actions, such as buying a good or service, downloading an app or visit to the site. Sending a DEM to a target audience must always be supported by a mailing list of users, from whom consent to the sending of commercial and promotional information has previously been received.
With DEMs it is possible to create a nurturing and loyalty relationship with the customer, creating specific messages and a dialogue directed to the needs of our interlocutor.
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:
Examples of DEM campaigns:
- Klarna: klarna's email represents a simple example of a well-crafted email that falls immediately to the eye, with a clear and well-defined call to action.
- Apple: This email is intended to invite and engage as many development people as possible to sign up for the event designed by Apple. The design chosen is in line with the brand and communication, the highlights of the event are immediately presented briefly, and a call to action invites users to learn more.
- Tods: decided to promote Valentine's Day shopping with its dedicated product line, using copy and images in line with the communication strategy.
