Subject areaChannels and tools
Direct email marketing, often shortened to DEM in Italy, is sending the same promotional message to a large list of contacts, segmented by sector, interest or behaviour.
It runs on a sending platform, the email service provider, and is measured with open rate, click-to-open rate and conversions.
It works on large numbers, which places it at the opposite end from cold emailing, which writes to a few people one at a time. In Italian practice DEM mostly means promotional communication, while a newsletter carries content on a fixed schedule.
An example
A distributor of industrial chemicals sends its end-of-quarter promotion to ten thousand customers and contacts. The manufacturing segment opens at twice the average, and from the next send it receives a message written for that sector.
Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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