- The differences between Cold Email, Newsletter and DEM
- What to choose between Cold Email, Newsletter and DEM?
- Contact flow: from Cold Email to Newsletter to DEM
- Phase 1 | Cold Email – Initial communication and capture recipient’s attention
- Step 2 | Newsletter – Nurture the contact with valuable content and build a relationship
- Step 3 | DEM – Hit the contact with a targeted DEM to generate immediate conversions.
- Step 3 | A Strategic Alternative: Sending a Dedicated Sales Mail after the Cold Email and Newsletter
- DEM vs. Dedicated Sales Mail: comparing options for the third stage of the Contact Flow
- How the Tone of Voice, the Marketing Approach and the Graphic Design change in different email types
The differences between Cold Email, Newsletter and DEM
In the world of digital marketing, companies have a variety of email marketing techniques at their disposal to reach their customers and prospects.
The main areas of Email Marketing are Cold Email, Newsletter and DEM (Direct Email Marketing). These tools allow companies to send personalised and targeted messages, but each has different characteristics and objectives.
In this article, we will explore their differences and help you understand which communication strategy best suits your needs and how each of them is part of the same process.
Among the various types of email used in email marketing, it is also important to mention transactional and automation emails. Transactional emails are generated in response to specific actions, such as a contact request or a purchase. Automated emails, on the other hand, are triggered by behavioural events, such as a calendar abandonment or an anniversary.
These email types are very important and widely used in the context of email marketing. However, in this article, we will mainly focus on acquisition strategies.
Definition of Cold Email
Cold email, as the name suggests, consists of sending emails to potential customers or contacts cold, i.e. without prior interaction or consent.
The main objective of cold email is to initiate communication and establish a connection with the recipient.
Often used in the field of sales, cold email seeks to attract the recipient’s attention and stimulate them to respond. The content of a cold email should be personalised, engaging and offer immediate value to the recipient. It is important to keep in mind that the cold email must comply with privacy regulations and user consent for sending commercial communications.
Definition of Newsletter
The newsletter is a broader communication format and, above all, sent on a regular basis.
Newsletters are sent to a list of subscribers who have given their consent to receive updates and information from the company. They are used to maintain an ongoing relationship with existing or potential customers.
They are ideal for sharing informative content, company news, special promotions or upcoming events and are usually structured as a collection of articles or content relevant to the brand, providing value in an appealing way to the reader.
Definition of DEM (Direct Email Marketing)
DEM is a marketing strategy that involves sending promotional or commercial emails to a selected list of contacts. Unlike newsletters, DEMs are more focused on promoting specific products or services and generating immediate conversions.
DEMs may include special offers, discounts, invitations to events or targeted communications to specific segments of the contact list.
The main objective of the DEM is to stimulate action and generate a quick return on investment.
It is important to emphasise that, as with the newsletter, it is essential to have the recipient’s consent when sending a DEM.
What to choose between Cold Email, Newsletter and DEM?
The choice between them depends on your company’s needs and objectives:
- If your goal is to establish new connections and initiate personalised communication, cold email is the right choice.
- If you want to maintain an ongoing relationship with your customers and provide valuable content, then the newsletter is your ideal route.
- If your focus is on direct promotion of your products or services, DEM can be an effective strategy.
Contact flow: from Cold Email to Newsletter to DEM
Imagine a contact flow that starts with a cold email, passes through a newsletter nurturing strategy and culminates with the impact of a DEM (Direct Email Marketing).
This contact flow offers a logical and strategic progression to engage and convert contacts. Each stage of the process plays a key role in creating a solid relationship and encouraging action from the contact.
Phase 1 | Cold Email – Initial communication and capture recipient’s attention
Start with cold email: After identifying a potential customer who may be interested in your products or services, send a personalised and engaging email.
The purpose of the cold email is to capture the recipient’s attention and initiate a first communication. This email may include relevant information of value to the recipient, highlighting how your company can meet their needs. If the recipient responds positively to the cold email, showing interest, you can proceed to the next step.
Step 2 | Newsletter – Nurture the contact with valuable content and build a relationship
After gaining the contact’s interest, you can include them in your newsletter subscriber list.
Here the contact will have the opportunity to receive informative content, company updates, industry news and more. The newsletter creates an ongoing relationship with the contact, offering value and regular engagement.
During this time, you have the opportunity to establish your authority in the industry and build a trusting relationship with the contact. The newsletter can also include special offers or targeted promotions to further stimulate the contact’s interest.
Step 3 | DEM – Hit the contact with a targeted DEM to generate immediate conversions.
Then, when you feel the contact is sufficiently engaged and ready for direct action, you can send them a DEM. This could be a promotional offer, an exclusive discount or an invitation to an event.
The DEM is targeted, action-focused and aims to generate an immediate conversion. Because you have nurtured the contact through the newsletter, you have created pre-existing interest and trust, increasing the chances of success of your DEM.
Step 3 | A Strategic Alternative: Sending a Dedicated Sales Mail after the Cold Email and Newsletter
In addition to this sequence of using a DEM in the third phase, there is also an alternative that could be effective for your business case: sending a dedicated sales email instead of a DEM.
After nurturing the contact with the newsletter, you have had the opportunity to provide value and build a trusting relationship. Instead of going directly to a promotional DEM, you can send a dedicated sales email that builds on the previously established relationship.
In this sales email, you can use a customised approach focused on the specific needs of the contact. You can highlight the benefits of your products or services in relation to the recipient’s needs, provide relevant testimonials or case studies, and offer a special offer or exclusive discount to incentivise a purchase.
This targeted, sales-focused approach can be particularly effective for contacts who have already shown a specific interest or are at an advanced stage of the decision-making process.
DEM vs. Dedicated Sales Mail: comparing options for the third stage of the Contact Flow
It is important to consider that the choice between a DEM and a Dedicated Sales Mail depends on the characteristics of your target audience, the objectives of your campaign and the time available.
A DEM may be more suitable for promoting products or services to a broad list of contacts, while a targeted sales email may be more effective for qualified contacts with a higher level of engagement.
Of course, always remember to tailor the flow to your company’s specific needs and to respect privacy regulations and recipient consent to ensure ethical and effective communication.
How the Tone of Voice, the Marketing Approach and the Graphic Design change in different email types
When it comes to cold emails, newsletters and DEMs, it is important to consider how to adapt the tone of voice, the marketing approach and the graphic layout in each type of email.
In the case of cold email, the tone of voice should be personalised, engaging and direct. It is essential to capture the recipient’s attention from the very first lines and offer immediate value. The marketing approach focuses on initiating communication and creating a bond with the recipient, inviting them to respond. The graphic layout of a cold email should be simple but appealing, with a clean and clear layout, short texts and highlighted key points.
The tone of voice tends to be more informative, educational and engaging. Newsletters are aimed at providing valuable content to the recipient and maintaining an ongoing relationship. The marketing approach focuses on sharing information, company news and special offers more broadly. The graphic design of newsletters can include eye-catching images, clearly structured texts and thematic sections, making the content easier to read and enjoy.
For DEMs, the tone of voice becomes more promotional and action-focused. The marketing approach aims to generate immediate conversions, so offers and incentives are more emphasised. The graphic design of DEMs can be more appealing, with images of products or services in the foreground, clear call-to-actions and short descriptions of the benefits offered.