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    What Is Direct Email Marketing?

    Written By Jason Rowse - Digital Marketing Expert

    Updated: 09/06/2021

    What Are The Key Objectives Of Using Direct Email Marketing?

    1. Drawing the attention of prospects with segmented mailing lists
    2. Enhancing open-rates with targeted content 
    3. Improving brand exposure and trust
    4. Optimizing marketing messages based on insightful metrics 

    Read on to find out the key stages of direct promotional digital marketing for attracting the attention of leads along with the pros and cons for your business. 

    What Are The Four Stages Of Direct Email Marketing? 

    Direct emailing campaigns are often used for promoting product launches and services to subscribers. It can also lead prospects towards discounts, deals, and promotions currently offered by your brand. 

    The four key steps of a dedicated direct digital marketing campaign include: 

    1. Building mailing lists
    2. Developing a compelling digital marketing plan-of-action
    3. Deciding on an exclusive offer 
    4. Completing sales of products and services 

    Must-Have Elements For A Direct Email Marketing Campaign 

    There are a number of crucial elements that go into delivering results online:

    • Mailing-List - Instead of buying contact lists with disinterested prospects, build a genuine segmented list of your potential customers.  
    • Targeted Email - In order to send relevant content to subscribers, you need to divide them into organized lists to segment your subscribers better. Using these lists, send specific and relevant messages to each segment of your list.
    • Compelling Call-To-Action - Urge users to take specific actions such as completing a purchase, downloading marketing content, registering for a demo, or using a clickable link to access website content with an attractive offer.

    Pros Of Direct Email Marketing 

    • Personalization - Using customization tools such as addressing the recipient by name can significantly improve open-rates, as well as make new customers feel like they are more than just a marketing target. 
    • Nurturing A Good Relationship - Direct emailing can help you build a strong relationship with prospects by sending relevant and targeted messaging that speaks to their specific needs based on collected data.
    • Segmented Email Lists - This helps you optimize future campaigns based on data that can be compared across different segments of your lists.  

    Cons of Direct Email Marketing 

    • Poor Segmentation Implementation -  If you do not segment correctly, targeting prospects based on incorrect data can translate to poor results and loss of investment. 
    • Emails Can Appear Spammy - There are high chances that prospects who are disinterested in your products and services might label your messages as spam and negatively associate your brand. 

    Bottom Line  

    Direct emails are bite-sized promotional messages that can capture the attention of both new and old prospects.  

    A well planned and executed strategy can deliver ROI that very few other forms of marketing can compare to.

    However, if you overtly use pushy language, multi-colored fonts, spammy words, and over-the-top offers in the message, there is a high probability you will lose the subscriber forever and negatively impact your brand.