DIGITAL DM
DIGITAL DM•Easy to test, and adjust mid-stream
•Relatively low-cost, especially CPR
•Direct can lead to viral
•Wide reach
•Consumer convenience
•Consumer interaction
PROS
DIGITAL DM•Lots of competition
•Consumers feel overwhelmed
•Easy backlash
•Unregulated
•Lack of control
•Privacy concerns
•Need technical expertise / supportCONS
DM websites•campaign specific
•unique domain name
•subscribe, sign up, pass on, buy
•step 2 or even 3 in a DM campaign
0.05-1% response rate** (variable)
VITAL Aspects of a DM Website?
The produ
ct
The offer
Call to
action
The terms
Appeal(but which one?)
DM email•campaign specific
•timing is key!
•click, pass on, buy
•step 1 usually
19.47% open rate6.64% click-through 1.73% conversion 0.77% unsubscribe rate
offer
product
DM search
ppc (listings + banners)
Organic (challenging)
3.81% response rate
Heat map reporting demonstrates areas of high visual concentration on web pages.
DM socialImmediacy
Testing / adapting
Cost
Integration
2-28% response rate (small vs big)
Click to edit the title text format
Click to edit the title text format
Recommended