The advantages of a Direct Mail campaign
A DEM (Direct Email Marketing) campaign offers an advantageous digital marketing process, monitoring the results obtained with a certain frequency and increasing the productivity of the company. When the goal of a direct mail campaign is set, it is necessary to clarify from the beginning the main aims, the target to which the company is referred and the strategies to be adopted.
It is important that the email sent to the potential customer contains useful links to have access to the primary information of the company, without trying to sell products already with the first emails, but simply trying to build customer loyalty, communicating with him in a personalized and direct way. This type of communication has the advantage of being addressed to a specific target, with a lower cost if compared to other traditional forms of promotion. Recipient users receive promotional emails, containing information and offers, with the possibility of creating a loyal network.
Differences between DEM and newsletter
The newsletter is an information tool that sends potential customers useful content (not exclusively commercial), creating - as already mentioned - a trusthworthy relationship between the brand and the user and encouraging a subsequent purchase. The newsletter takes care in every detail of the style used, promoting the image of the company and making the brand recognizable, stimulating the interest of the recipient, increasing the traffic flow on the website and respecting a periodicity - preferably weekly - when sending emails to the contact list, without running the risk of being perceived as disturbing.
An effective newsletter offers customers all the necessary information about the products on sale or the company's news, and it works as a marketing promotional tool.
Direct Email Marketing, on the other hand, is an email sent through an email service with the primary intent of increasing the company's sales. The DEM has a purely commercial purpose, offers promotions, coupons and discounts and is aimed at a target audience established upstream, often using rental databases.
The advantages of a Direct Mail campaign
An effective Digital Email Marketing campaign has some advantages not to be underestimated, such as the speed with which it is possible to reach a large target market, low costs, the ability to monitor results and customize the content offered. The DEMs allow a commercial and promotional communication that has the primary objective of encouraging the user to buy the products offered by the brand. If you are planning to create a great DEM, you could consider the services offered by different companies such as Altravia, which allows you to get started with a simple direct e-mail marketing campaign, guided in every phase.
When writing the message, it is necessary to take into consideration the tone of voice, addressing users in a direct and familiar way. Another important element is the care of the layout, to be able to immediately capture the user's eye by means of attractive and simple graphics, making the brand easily recognizable. The content must be easy to understand and immediate, with an object of maximum 60 characters, customized according to the target audience. It is recommended to send the email on a weekly basis, to avoid being annoying and uninteresting, thus risking not being read or ending up in the spam folder.
It is also essential to create a marketing strategy that tries to win back even inactive users, through campaigns that promote the company through discounts, free shipping costs or exclusive documents to download.
Finally, it is essential to keep track of the results obtained by monitoring digital marketing campaigns to see if the goals have been achieved and assess their success or failure.
Direct Email Marketing therefore makes it possible to create a direct contact with users, creating a network of loyal customers who fully trust the brand and look forward to the next email appointment with the company.
