{"id":27858,"date":"2023-01-26T10:40:38","date_gmt":"2023-01-26T09:40:38","guid":{"rendered":"https:\/\/initala.com\/?p=27858"},"modified":"2026-01-08T19:53:26","modified_gmt":"2026-01-08T18:53:26","slug":"dem-per-la-brand-strategy","status":"publish","type":"post","link":"https:\/\/initala.com\/en\/dem-per-la-brand-strategy\/","title":{"rendered":"DEM, FOR BRAND STRATEGY"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"27858\" class=\"elementor elementor-27858\">\n\t\t\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-32aa0f1 elementor-section-stretched elementor-section-height-min-height elementor-section-items-top elementor-section-boxed elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-eae-slider=\"17042\" data-id=\"32aa0f1\" data-element_type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7bd08ea\" data-eae-slider=\"41209\" data-id=\"7bd08ea\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-inner-section elementor-element elementor-element-3188d0f elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-eae-slider=\"80780\" data-id=\"3188d0f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-05685c9\" data-eae-slider=\"18057\" data-id=\"05685c9\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2103082 elementor-widget elementor-widget-image\" data-id=\"2103082\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1500\" height=\"1000\" src=\"https:\/\/initala.com\/wp-content\/uploads\/dem.jpg\" class=\"attachment-2048x2048 size-2048x2048 wp-image-27016\" alt=\"dem\" srcset=\"https:\/\/initala.com\/wp-content\/uploads\/dem.jpg 1500w, https:\/\/initala.com\/wp-content\/uploads\/dem-18x12.jpg 18w\" sizes=\"(max-width: 1500px) 100vw, 1500px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-05653c4 elementor-widget elementor-widget-heading\" data-id=\"05653c4\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">DEM, for brand strategy<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ebd0c42 elementor-widget elementor-widget-spacer\" data-id=\"ebd0c42\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2c5461d elementor-widget elementor-widget-text-editor\" data-id=\"2c5461d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\" translation-block\">The acronym DEM, or <strong>direct email marketing<\/strong>, includes all communication strategies carried out through the sending of emails directly to one\u2019s audience.\nEssentially, the goal is to create and maintain a relationship between the brand and the customer by sharing information or <strong>commercial<\/strong> promotions.\nFor this reason, direct email marketing campaigns represent one of the many building blocks within a digital strategy funnel.<\/p><p>Unlike DEM campaigns, newsletters have an informational purpose and are sent periodically to subscribed users.\nDEM campaigns, on the other hand, are commercial initiatives with a specific duration and are targeted at a well-defined audience.\nAs a result, they tend to have a high conversion rate, as they reach users who are already interested.\nThese campaigns also increase the likelihood that recipients will complete an action, such as purchasing a product, downloading an app, or visiting a website.\nIt is important to remember that sending a DEM requires a mailing list of users who have given consent to receive promotional communications.<\/p><p>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.<\/p><p>The basic steps for creating a DEM embedded in a strategy:<\/p><ul><li>Construction of the right message both textual and graphic based on the objectives included in the strategy.<\/li><li>Creating an effective email subject line.<\/li><li>Optimization for different devices.<\/li><li>Images and call to action, capable of attracting the user to action.<\/li><li>Analysis of actions taken by the user once the campaign is sent.<\/li><\/ul><p>Some tools for sending and creating DEM campaigns:<\/p><ul><li><span style=\"text-decoration: underline;\"><a href=\"https:\/\/mailchimp.com\/\">Mailchimp<\/a><\/span><\/li><li><span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.mailup.it\/\">Mailup<\/a><\/span><\/li><li><span style=\"text-decoration: underline;\"><a href=\"https:\/\/it.sendinblue.com\/\">Sendinblue<\/a><\/span><\/li><\/ul><p><strong>Examples of DEM campaigns:<\/strong><\/p><ul><li>Klarna: Klarna\u2019s email is a simple example of well-structured communication, immediately catching the eye thanks to a clear and well-defined call to action.<\/li><\/ul><p><img decoding=\"async\" class=\"aligncenter wp-image-27020 size-full\" src=\"https:\/\/initala.com\/wp-content\/uploads\/klarna.png\" alt=\"\" width=\"577\" height=\"1049\" srcset=\"https:\/\/initala.com\/wp-content\/uploads\/klarna.png 577w, https:\/\/initala.com\/wp-content\/uploads\/klarna-7x12.png 7w\" sizes=\"(max-width: 577px) 100vw, 577px\" \/><\/p><ul><li>Apple: this email aims to invite and engage developers and professionals to register for a dedicated event.\nAs expected, the design is perfectly aligned with the brand.\nIn addition, the key highlights are presented immediately, and a call to action encourages users to learn more.<\/li><\/ul><p><img decoding=\"async\" class=\"aligncenter wp-image-27021 size-full\" src=\"https:\/\/initala.com\/wp-content\/uploads\/Apple-e1669750161279.png\" alt=\"\" width=\"577\" height=\"1447\" \/><\/p><ul><li>Tod\u2019s: the brand chose to promote Valentine\u2019s Day purchases with a dedicated product line, using copy and imagery perfectly aligned with its communication strategy.<\/li><\/ul><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-27026 size-large\" src=\"https:\/\/initala.com\/wp-content\/uploads\/tods-577x1024.jpeg\" alt=\"\" width=\"577\" height=\"1024\" \/><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cd2d784 elementor-widget elementor-widget-elementskit-social-share\" data-id=\"cd2d784\" data-element_type=\"widget\" data-widget_type=\"elementskit-social-share.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"ekit-wid-con\" >\t\t<ul class=\"ekit_socialshare\">\n                            <li class=\"elementor-repeater-item-282a91e\" data-social=\"facebook\">\n                    <div class=\"facebook\">\n                        \n                        <i aria-hidden=\"true\" class=\"icon icon-facebook\"><\/i>                        \n                                                                                            <\/div>\n                <\/li>\n                                            <li class=\"elementor-repeater-item-8f02ff5\" data-social=\"twitter\">\n                    <div class=\"twitter\">\n                        \n                        <i aria-hidden=\"true\" class=\"icon icon-twitter\"><\/i>                        \n       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elementor-element-c8089aa elementor-widget elementor-widget-sidebar\" data-id=\"c8089aa\" data-element_type=\"widget\" data-widget_type=\"sidebar.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div id=\"recent-posts-2\" class=\"widget widget_recent_posts widget_about_posts\"><h3 class=\"title\"><span>Recent Posts<\/span><\/h3><div class=\"item\"><a class=\"post-title\" href=\"https:\/\/initala.com\/en\/gli-strumenti-per-la-seo\/\" title=\"TOOLS FOR SEO\">TOOLS FOR SEO<\/a><time class=\"entry-date published updated\" datetime=\"2023-02-23T19:13:51+01:00\" itemprop=\"datePublished\">23\/02\/2023<\/time> <\/div><div class=\"item\"><a class=\"post-title\" href=\"https:\/\/initala.com\/en\/dem-per-la-brand-strategy\/\" title=\"DEM, FOR BRAND STRATEGY\">DEM, FOR BRAND STRATEGY<\/a><time class=\"entry-date published updated\" datetime=\"2023-01-26T10:40:38+01:00\" itemprop=\"datePublished\">26\/01\/2023<\/time> <\/div><div class=\"item\"><a class=\"post-title\" href=\"https:\/\/initala.com\/en\/startupitalia-vs-usa\/\" title=\"Startup:Italy vs Usa\">Startup:Italy vs Usa<\/a><time class=\"entry-date published updated\" datetime=\"2022-12-28T20:16:37+01:00\" itemprop=\"datePublished\">28\/12\/2022<\/time> <\/div><div class=\"item\"><a class=\"post-title\" href=\"https:\/\/initala.com\/en\/ucd-una-vita-a-risolvere-problemi\/\" title=\"UCD &#8211; Una vita a risolvere problemi\">UCD - A whole life to solve problems<\/a><time class=\"entry-date published updated\" datetime=\"2021-07-28T15:26:05+02:00\" itemprop=\"datePublished\">28\/07\/2021<\/time> <\/div><div class=\"item\"><a class=\"post-title\" href=\"https:\/\/initala.com\/en\/fda-esportare-alimenti-negli-stati-uniti\/\" title=\"FDA \u2013 EXPORT FOOD TO USA\">FDA \u2013 EXPORT FOOD TO USA<\/a><time class=\"entry-date published updated\" datetime=\"2021-07-21T18:00:41+02:00\" itemprop=\"datePublished\">21\/07\/2021<\/time> <\/div><\/div><div id=\"categories-2\" class=\"widget widget_categories\"><h3 class=\"title\"><span>Categories<\/span><\/h3>\n\t\t\t<ul>\n\t\t\t\t\t<li class=\"cat-item cat-item-48\"><a href=\"https:\/\/initala.com\/en\/category\/branding\/\">Branding<\/a>\n<\/li>\n\t<li class=\"cat-item cat-item-40\"><a href=\"https:\/\/initala.com\/en\/category\/digital-thinking\/\">Digital Thinking<\/a>\n<\/li>\n\t<li class=\"cat-item cat-item-41\"><a href=\"https:\/\/initala.com\/en\/category\/usa\/\">USA<\/a>\n<\/li>\n\t\t\t<\/ul>\n\n\t\t\t<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":4,"featured_media":27016,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[48,40],"tags":[],"class_list":{"0":"post-27858","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-branding","8":"category-digital-thinking"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>DEM, per la Brand Strategy - Initala<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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