It often happens to listen to conversations or read articles in which emails, newsletters, DEM are used interchangeably, without any distinction.
To this linguistic confusion is added a further criticality: the differences marked in the field of Italian digital marketing do not always have a correspondence in other countries like the United States.
Actually, although some of them semantically overlap terms, they do not indicate the same thing and also refer to different regulatory frameworks in Italy.
Newsletters and DEM are specific types of email, both refer to a massive sending and can be part of an email marketing strategy, but they differ in objectives and content.
Actually, although some of them semantically overlap terms, they do not indicate the same thing and also refer to different regulatory frameworks in Italy.
Newsletters and DEM are specific types of email, both refer to a massive sending and can be part of an email marketing strategy, but they differ in objectives and content.
The Newsletter: Informing without Selling
A newsletter is an email with mainly informative, non-commercial content, sent to recipients, who are often subscribed to a service or have registered on mailing lists to stay updated about new content published on blogs. The newsletter has no promotional purpose, but aims to build and strengthen relationships by generally sharing content that is relevant to the recipient.
The newsletter is an effective inbound marketing tool: it allows to feed the interest of the potential customer towards a company or, together with the creation of quality content, to contribute to the growth of the authoritativeness of a blog or author.
Newsletters are characterized by periodicity, for example weekly or monthly, defined according to the type of target to which they refer, the periodic sending should not be too close, in order not to "stress" the recipient, nor too high, in order not to "abandon" the target.
From a graphic point of view, they have a continuity and are often divided into sections in which the previews of various articles are presented. Newsletters can represent an interesting traffic channel at almost zero cost for blogs whose business model is based on affiliations or banners.
The newsletter can also be used in a phase of segmentation of its audience based on the "responses" (opening, clicks, etc.) of individual recipients to the different content they receive and then in a second phase offer or communicate the right solution based on the segmentation carried out.
The newsletters are also perfectly part of a Lead Nurturing strategy, i.e. "education of subscribers" because, as mentioned above, in addition to creating relationships with potential customers, they can establish a relationship of trust and remove any friction with respect to the completion of the conversion.
The newsletter is an effective inbound marketing tool: it allows to feed the interest of the potential customer towards a company or, together with the creation of quality content, to contribute to the growth of the authoritativeness of a blog or author.
Newsletters are characterized by periodicity, for example weekly or monthly, defined according to the type of target to which they refer, the periodic sending should not be too close, in order not to "stress" the recipient, nor too high, in order not to "abandon" the target.
From a graphic point of view, they have a continuity and are often divided into sections in which the previews of various articles are presented. Newsletters can represent an interesting traffic channel at almost zero cost for blogs whose business model is based on affiliations or banners.
The newsletter can also be used in a phase of segmentation of its audience based on the "responses" (opening, clicks, etc.) of individual recipients to the different content they receive and then in a second phase offer or communicate the right solution based on the segmentation carried out.
The newsletters are also perfectly part of a Lead Nurturing strategy, i.e. "education of subscribers" because, as mentioned above, in addition to creating relationships with potential customers, they can establish a relationship of trust and remove any friction with respect to the completion of the conversion.
Direct Email Marketing: Sell
The DEM (Direct Email Marketing), in the United States simply email marketing or direct sales email, instead, unlike the newsletter, has as its objective a conversion, generally the sale of a product or service. The DEM is built all around the final goal: to push the recipient to complete a defined action.
Starting from the design to the object, from the image to the call-to-action, from the textual content to the presence of triggers such as limited offers, discounts, deadlines, everything in the DEM aims to remove any resistance of the recipient.
Starting from the design to the object, from the image to the call-to-action, from the textual content to the presence of triggers such as limited offers, discounts, deadlines, everything in the DEM aims to remove any resistance of the recipient.
