The term “Email Marketing” refers to a form of direct marketing based on sending commercial communications and not through the use of the email channel.
The goal of an Email Marketing campaign is to strengthen the relationship between the company and users/customers, however, this activity does not always involve implementing strategies for profiling and segmenting the contact database and sending personalised communications and messages.
Email Marketing still represents one of the most perfomant activities aimed at creating a valuable relationship between brand and user. Among the determining factors of its success, undoubtedly, the possibility of easily calculating its ROI but, above all, the possibility of optimising this value in the best possible way, investing on evolved audience profiling activities and sending personalised communication.
In fact, over the years, there has been a shift from the massive sending of commercial communications and offers via DEM to the creation and sending of communications personalised in content and products offered one-to-one.
All this has been made possible by the use of marketing automation platforms have precisely enabled the personalisation of communication between brands and users.
Regarding the sending of DEMs and newsletters, let us recall the main KPIs to be monitored:
- open rate;
- click through rate;
- conversion rate;
- bounce rate.
