You hear about social media, viral campaigns and influencers everywhere, but don't forget: the real power of connection lies in email. Yes, that's right e-mail, which remains one of the most effective tools for direct marketing-in fact, a report of GetResponse reports a opening rate of 44.38%, in Italy, this average is in line with the best global email marketing benchmarks. Here we will explain why and, more importantly, how to use Direct Email Marketing (DEM) without boring the recipient to death.

Why is direct email marketing a bomb?

Think email is just one notification among a thousand others? Wrong! If used well it can get noticed by your target audience. Its characteristics are that:

• Is personal; email is intimate, arriving directly in your audience's inbox, without interruption.
• Is measurable; Do you want to know who opened? Who clicked? With email it is easy to track every action you can use DEM management software to analyze KPIs.
• Is effective; Compared to social media, email has a crazy conversion rate. If done right, of course.

The pillars of direct email marketing

Let's not make this difficult: for an email marketing strategy that works, there are a few key elements, but essential ones. Here are the pillars you can't ignore.

1. Object of Impact

Subject matter is everything. It must be short, intriguing, and (most importantly) you must avoid trite phrases such as. “unmissable offer”. He uses some Hook Phrases To attract attention, here are some examples:

• "Your new success strategy is here!"
• "Do you have five minutes to make the leap?"

2. Sliding Content

Get straight to the point, no frills. Your readers want to know:

• What is the problem you solve?
• How can you improve their life (or at least their day)?
• What action should they take after reading.

Put benefits, not features, at the center. The key is to make them think “Man, this is right up my alley!”.

3. A Shameless Call to Action.

Don't be shy; ask without mincing words. Let it be a “Learn more,” “Buy now” o “Join our community”, make it visible, clear and irresistible. Your Call to Action Must be why they opened the email.

4. Customization

Talk to your audience as if you were talking to a friend. Add the name, make references to their industry, in short. customize every detail. There is nothing worse than a generic email.

The mistakes to avoid (Absolutely!)

Do you want your email to go straight into oblivion? No? Then just avoid these textbook mistakes:

• Being too formal: you don't have to look like a corporate robot. The reader is a real person, and they want to feel connected.
• Sending too many emails: Stressing the customer is counterproductive. Focus on quality, not quantity.
• Ignoring the furniture: make sure your email looks great on mobile too. Everyone reads from there now, so avoid heavy graphics or strange formatting.

Direct Email Marketing may seem like a weapon of the past, but it is still one of the most powerful. You don't need to be intrusive or send emails in a barrage: all you need is a subject line that hits home, clear content, and a Call to Action that doesn't leave a stone unturned. If you know how to be direct you put personality into it, email becomes a tool that not only works, but helps you build real relationships with your audience.