What’s the difference between email marketing and email direct marketing? Why the confusion?
There’s only a one-word difference in the two practices. And that’s a pretty good indicator of the difference. There aren’t really differences, more just slight variations. ‘Email marketing’ is a more blanket term, and while direct email marketing (EDM) falls under this category, it specifically refers to emails being sent solely to communicate a promotional message such as a special offer or a new product.
Direct emails are sent directly to customers, and are used to try and entice them into buying a new product, upgrading memberships, shopping in a sale or even returning to their inactive account. All of these types of emails utilise a call to action and target their customers directly. It means that you will always hit your target audience because they are already interacting with your company!
This might seems like it’s taking off the pressure of email marketing, but in reality, direct email marketing needs to be hard-hitting and enticing, because while you are trying to persuade people who already connect with your company, you also need them to do even more for you.
One of the best ways to do this is through a reward or incentive for people to open your email, and to act on it. Maybe it’s a special 10% off sale, or a free sample product on someone’s birthday, no matter what it is, providing an incentive is a key way to get readers to truly connect with your EDMs and click through to your website.
To maximise the power of the EDM, you need to incorporate a call to action. If you encourage people to take the plunge into your offer or company immediately, customers are inspired to make a purchase or download, and they feel as if it was a natural progression. This happens because direct email marketing is easy for customers to digest, and as long as they feature active links that encourage a quick look at your product or promotion, they are a reliable source of click-throughs and conversions.
And that’s a fact! According to email marketing reports in 2011, over 70% of the responding companies considered the return on investment of EDM to be “excellent” or “good”. They also found that direct email marketing was expected to produce a return on investment of $42.08 for every dollar spent. Plus, this was back in 2010, so imagine just how effective it would be today.
Or, instead of imagining, let us at Dando show you exactly how effective direct email marketing can be when done right.