Have you ever heard that email marketing is a thing of the past? That it is dead? If so, then you are not alone. However, the experience of most brands, marketers, and agencies -including our own- says otherwise.
After all, it is estimated that 99% of users check their email every day, as stated by OptinMonster. So, why not take advantage of that?
But first of all, what is exactly direct email marketing?
Direct email marketing (DEM) is an online marketing strategy based on email campaigns that are sent to specific target customers who have previously consented to receive such content.
Benefits of using direct email marketing
The most important advantages of this strategy are personalization and interactivity. They allow brands to cultivate a direct relationship with their customers which, at the same time, boosts engagement through call-to-action prompts.
As HubSpot Research discovered in a global survey conducted in 2019, “78% of marketers have seen an increase in email engagement over the last 12 months.”
Another perk of using DEM is that it’s really easy to measure with different metrics and KPIs, such as open rates or click-through rates. This allows the brand to analyze and evaluate the performance and optimize towards a better ROI.
What we’ve learned after sending over 50 million emails in 6 months
Most retail companies have already integrated DEM as a key channel of their marketing strategy. This is also the case of one of the top Italian brands for children and baby clothes, present in more than thirty countries across three continents.
Bucksense helped the brand by strategizing and sending three types of personalized emails: sales, pre-sales, and promotion emails. After a 6-month period, the company saw a significant rise in customers and sales. Accounting for a quarter of the total number of sales, it is only fair to say that DEM contributed extremely positively to that increase.
The numbers speak for themselves
- During this period, 62,5% of the users opened at least one email.
- Out of the total users that bought something during this period, more than 50% were part of the mailing list.
- 73,27% of the users included in the mailing list that bought something clicked at least once in the email.
And while data is certainly key to evaluate the performance of our DEM campaigns, it is even more important to understand how to measure and interpret it. For instance, can we still trust the good old last-click attribution model? What happens when DEM is part of a multi-channel strategy? How can we tell audience overlap from a complex customer journey?
Tracking, measuring and analyzing
The way we track, measure and analyze data will determine the way we interpret results. Therefore, whenever we speak about results, we need to speak about how we came to these conclusions.
We observed that:
- In six months, there were 156K online purchases. In 113K there was more than one channel involved.
- Direct, organic, and paid media data showed that users were active on all those channels and just chose the most convenient one whenever they wished to access the online store.
- Only 50% of users bought something on the very same day they visited the online store. 30% of users instead took more than 12 days to finalize the purchase.
- Only 28% of users bought something directly from the store without having had any previous interaction with the brand. 55% of users needed at least 3 touch points and 14% even 12.
In plain English: What data say
In the light of these findings, it seemed logical to discard the last-click attribution model. Instead, we concluded that the right approach -for obvious reasons- was to look at DEM as a key element of a multichannel strategy and an asset to increase sales. In fact, 25% of the total amount of sales analyzed over that period of time involved DEM.
If you are about to start working on your first DEM strategy and need an extra hand to better understand what we are talking about here, let me make it easier for you:
- The customer journey includes many different channels that work in a complementary way within the same brand environment. Therefore, last-click attribution models are not realistic when it comes to understanding what influenced or triggered purchases.
- DEM is part of that multichannel environment, but it plays a key role, since a quarter of the tracked sales involve that channel. In other words: Without DEM, 25% of sales would have probably never happened.
- If DEM is a powerful tool, for many different types of businesses, for ecommerce brands it becomes absolutely essential because customers usually need several days and interactions to make a purchase.
Eager to learn more? Then don’t miss our DEM Series. Next post coming soon!
What is direct email marketing (DEM)?
DEM is a marketing strategy based on sending email campaigns to a targeted audience. The goal is to transmit the brand’s messages to it’s customers through newsletters.
What are the pros of DEM?
DEM is easy to measure thanks to different metrics, so it’s easy for brands to optimize their strategy. Also, DEM allows brands to build engagement with their audiences thanks to its personalization and interactivity.