:What are DEMs?
” Direct Emails ” are normal emails that are prepared in an appropriate way to be commercially effective, to promote products or services , and sent en masse to well-defined and planned user lists.
In jargon they are often called “Newsletter”, even if the newsletter is nothing more than a particular type of DEM (tendentially less commercial but more informative). Commercial communication through the sending of DEM is called E-mail Marketing , and is one of the tools to be evaluated in a business marketing plan.
Why is Email Marketing interesting?
The winning concept of this tool is to be able to bring our commercial message (sometimes even informative) to the attention of selected users , to actively stimulate the interest of users.
Being able to arrive in the e-mail box, which often today even translates into a notification on the recipient’s smartphone, means letting us be noticed in the daily life of our target, without being surrounded by competition (typical case when they search for us on Google).
There is only our message in front of the possible interest of the user. Few other tools manage to bring our message so close to the target audience, and this makes the tool a very valid ally.
Does it always work so well? To be able to exploit it in the effective way described above, some premises must be valid.
When do E-mail Marketing campaigns work?
The main fuel of an effective e-mail marketing are the contact lists . If the company has in its management archives / software, valid email addresses of customers (current, former and / or potential), suppliers, contacts, and other sensitive figures, we are already well advanced.
In this case, these contacts can be grouped into profiled lists , and messages specially designed on the characteristics of the target audience can be prepared, significantly increasing the percentages of openness, reading and conversion.
In the opposite case where an e-mail database is missing, this can be either built or purchased, it depends a lot on the objectives and purposes of the marketing action.
Can it work alone?
It is a speech similar to what is seen for Google Adwords , that is, we are faced with a complementary tool to natural visibility on search engines. With the latter we let ourselves be found by those who – faced with a need / need / desire, actively seek out our products and services. Here, however, we must clash with the competition, which is there, with us, in front of the user’s eyes.
With e-mail marketing campaigns, on the other hand, it is we who get straight into the daily life of the target audience with our message , trying to stimulate interest with our proposal, without this being disturbed by the presence of the competition, or by the frenzy of user purchase, generally driven by the urgency of necessity.
Email marketing tools
Thinking about managing all this with Outlook and Excel is unthinkable, already from 50 contacts and up it becomes a burdensome job, little or nothing effective, and at the risk of errors, and in the failure to respect privacy.
Some software dedicated to sending emails help us , tools that in a very simple and guided way allow you to:
Manage contact lists in an easy and orderly way
Prepare graphic templates for emails to make them effective from the communication point of view
Manage your submissions in an automated and timed way, to avoid that our emails end up on spam
Manage statistics on consignments
Address management no longer valid / incorrect
Correct and effective management of privacy (legal obligation)
How do you build a winning email?
It is a process that starts from the analysis of the target audience, from its division into lists, and from the communicative creativity that we build to try to achieve our goals. Testing and statistical analysis are excellent allies to understand how the public reacts to our messages, and always improve them accordingly.
They are the most interesting part of the whole tool. Thanks to the e-mail marketing platforms it is possible, for each sending, to know very useful data on the effectiveness of the e-mail sent:
% of emails actually delivered on the total sent
% of open emails out of the total delivered
% of clicks on the various links in the e-mail, which refer to promotional pages on our site, designed specifically to encourage conversions (Sales)
% of users who made a conversion from our email