DEM is definitely one of the most important disciplines in digital marketing. It’s highly unusual to find a brand that doesn’t communicate with their customers via email. It can be through newsletter subscriptions, order confirmations or sales promotions, to add some examples.

After all, email is one of the many channels you can use to reach your audience and it has many benefits. It allows you to provide high personalization to your customers and interact with them, improving their engagement with your brand.

By the way, if you are looking for some tips to improve your DEM performance, don’t miss this article!

As you surely know, developing a DEM strategy is not easy work. That’s why, this week we’re grabbing a coffee with one of our DEM experts to discuss how it all works: Valentina di Sabatino.

Our colleague Valentina is in charge of developing DEM strategies for Bucksense’s biggest accounts, specially in the e-commerce business. However, she has developed strategies for clients of all types and sizes.

So, wanna learn it all? Then keep reading!

Q: Hi Valentina! Let’s start this interview by discussing the role of DEM in marketing strategies, what do you think? What are the most common goals for clients who decide to launch DEM campaigns?

A: Surely the most common goal is to promote your business, look for new customers and cultivate the relationship with those already acquired and to achieve this goal must be done in the simplest and most direct way.

The potential audience that can be reached with a direct email marketing campaign is very large. Just think that every web user has at least one email address, and thanks to smartphones today, checking the email has become a common habit within everyone’s reach.

Q: How about the most common challenges you face in your daily work?

A: The most difficult challenges is trying to satisfy the customers in the best possible way and often with very tight deadlines.

Each client has different needs in terms of production, starting from a static graphic style to a more dynamic one. You have to know how to move within these requests trying to respect the timing.

Often in e-commerce you work at great speed because according to economic trends you decide to create a flash promotion and consequently plan a DEM in a couple of days.

Q: When we think about DEM, we mostly think about e-commerce and retailers, but is it beneficial for all kinds of businesses? Why?

A: In the world of e-commerce it is definitely one of the most popular methods -simple and cheap- to bring advantages to your business. I think it is advantageous regardless of the type of business you want to promote because DEM allows you to create a direct link with the users and, if the emails are well designed, the recipients get the impression that this is a communication created for them, appreciating the reception and interaction.

Q: What are the main advantages of this kind of marketing?

A: Definitely usability by customers. It is not necessary to have a savvy customer base, because an email reception is really simple and reachable for everyone.

Q: Does it work in combination with other marketing strategies (e.g. social media and content marketing)?

A: Of course! Social media are of help to all those companies that want to have visibility because the same social media are now used by most users and through DEM you can promote the same social media and often the app related to the brand.


Q: What do you consider to be the pillars of a good DEM strategy?

A: There are four pillars:

1) Setting clear and potentially achievable goals

2) Attracting visitors to your site and turning them into new customers.

3) Creating content that is suitable for the type of e-commerce or business

4) Having good software for Marketing Automation is also essential to optimize the process

Q: Why is it so important to track and analyze results?

A: By monitoring and analyzing the trend of the results you can realize what captures the attention of the customer, what strikes them and what triggers the click and leads to a sale. Only by analyzing the opening rate and the clicks can you realize the effectiveness of the DEM and this can improve the communication with the customer. Knowing this you can optimize your strategy to bring more sales.

Q: Is it an affordable activity for small and medium businesses too?

A: I’d say yes. Absolutely.

Q: Any tips for brands and companies thinking about launching their first DEM campaigns? 

A: The goal is to be simple and direct while providing information that is eye-catching. When you open a newsletter it must be immediately clear where you can click to achieve your goal. As customers we are lazy, don’t want to waste too much time and need clarity.

Q: And finally, what is it that you like the most of what you do?

A: One great thing about this job is seeing the transformation of something intangible into something concrete. Seeing html code come alive in a newsletter with animations, text and graphics is a great feeling.

Q: Thanks Valentina for your time!

What are the challenges of working on DEM?

Probably the most challenging aspect is trying to meet client’s expectations. This includes the clients’ requests in terms of productions and deadlines.

What businesses can use DEM?

All kinds of businesses can create a successful DEM strategy, it’s not only limited to e-commerce and retailers. Also, small businesses can take advantage of the benefits that DEM provides.