The Direct Email Marketing Association (DEMA), previously known as the Direct Marketing Association (DMA), is the leading trade association for those working in digital marketing and email advertising. DEMA creates opportunities for marketers to connect with industry peers and make important decisions about the future of digital marketing and email marketing.
Founded in 1899, the DMA was originally an association of retailers and manufacturers whose members sent out millions of mailers to consumers across the country. Over the years, the DMA grew to encompass all facets of direct marketing, including digital marketing and email marketing. Today, the DMA continues to serve as the voice of the direct marketing industry, establishing ethical standards and providing resources for its members.
What is digital marketing?
Simply put, digital marketing is the practice of using digital tools to market a product or service.
Traditional marketing, which includes radio ads, billboards, magazine spreads, and TV commercials, simply adjusted to the digital age. If you’re reading this, I assume you’re already familiar with traditional marketing and how it works today.
What is email marketing?
Email marketing, or digital marketing via email, is the practice of sending out regular informational or promotional emails to a subscriber base. These emails can be sent out using a tool like HubSpot to stay connected with customers and promote brand awareness and loyalty.
Email marketing is a huge component of any digital marketing plan. According to HubSpot, about 80% of marketing emails are opened. So it’s a popular choice amongst advertisers. In 2018 alone, email marketing grew 13%, according to the Email Marketing Analytics Report from Fit Small Business.
While some marketers may shy away from digital marketing and email marketing and consider them to be a ‘lesser’ form of marketing, the truth is that they’re probably the most efficient and cheapest forms of marketing there is. It’s a shame to waste an expensive TV commercial when you can have an email blast for a fraction of the cost.
Why should you be a part of DEMA?
DEMA offers several reasons why marketers should consider joining the organization:
- Highly engaged audience. According to recent research from DEMA, 83% of respondents use email to research products or services. Additionally, 55% of those surveyed use email to make purchasing decisions. So if you’re looking for an audience that’s more likely to click through to your website or buy your product, DEMA is the place to be.
- Market research. DEMA offers a treasure trove of in-demand marketing information. For example, the association tracks industry trends and opinions through questionnaires and member surveys. Most businesses can get some valuable information from DEMA simply by filling in a few forms and getting access to the data.
- Lead generation. One of the primary purposes of the DMA was to create opportunities for marketing. Since the advent of the internet, marketers have been able to grow their reach and cut out the middlemen to directly connect with consumers. Joining DEMA is a great way to get access to this valuable resource and generate leads.
- Networking. DEMA offers a variety of events throughout the year that members can attend. These events are a great way to meet other marketers and exchange ideas. If you’re looking for ways to grow your business, DEMA is the place to do it.
- Access to decision makers. Since the association’s inception, it’s been the goal of DEMA to build and maintain strong relations with key decision makers in the industry. To achieve this, the association works hard to gain access to decision makers through introductions from existing members. Through these connections, members are able to directly market their products and services to the people who can make the decisions that can help their business grow.
- Ethical marketing. DEMA members are expected to conduct themselves in an ethical manner. This means they should not engage in any activity that is considered deceptive or misleading. In other words, you should be prepared to provide real value to your audience and not try to trick them into buying your product or service. DEMA enforces this code of conduct and helps members who are found to be in violation of these guidelines through disciplinary action.
How can DEMA help your business?
DEMA offers several ways in which your business can benefit from joining the organization:
- Educational opportunities. DEMA provides a variety of educational opportunities for its members. These range from webinars to seminars and events held throughout the year. Since marketing is an ever-changing field and new platforms emerge daily, continuing education is key. By participating in such events, members can stay current with the latest trends and technologies while making connections and learning more about their field.
- Lead generation. As mentioned above, one of the primary purposes of the DMA was to create opportunities for marketing. Since the advent of the internet, marketers have been able to grow their reach and cut out the middlemen to directly connect with consumers. As a member of DEMA, you have access to a network of over 100,000 consumers who have opted-in to receive marketing emails from companies in your niche. This is a great way to generate leads and establish brand loyalty amongst your audience.
- Digital marketing knowledge. The DMA provides the ability to stay current with the most innovative and effective marketing practices in the industry. By participating in educational opportunities and keeping up with the latest trends, you’re sure to stay at the forefront of your industry.
- Networking. As mentioned above, DEMA offers a variety of events throughout the year that members can attend. These events are a great way to meet other marketers and exchange ideas. Through these connections, members are able to directly market their products and services to the people who can make the decisions that can help their business grow.
- Access to decision makers. Since the association’s inception, it’s been the goal of DEMA to build and maintain strong relations with key decision makers in the industry. To achieve this, the association works hard to gain access to decision makers through introductions from existing members. Through these connections, members are able to directly market their products and services to the people who can make the decisions that can help their business grow.
- Credibility. Those who follow and support ethical marketing strategies earn credibility in their industry. This means that when others in your industry are talking about a certain product or service, you can gain credibility by aligning yourself with this practice. Doing the right thing is always the right thing to do, but especially when you’re talking about marketing. If you want to be seen as a leader in your industry, following the guidelines set forth by DEMA shows that you’re doing your bit to lead by example.
Is digital marketing a good choice for my business?
That depends on what you’re looking for. If you’re looking to make money, then yes, you should consider using some of the more traditional forms of marketing. However, if your goal is to grow your business through word-of-mouth marketing and creating a brand that people want to know more about, then you should look into digital marketing and email marketing.
Is email marketing a reliable form of marketing?
Yes, when used effectively, email marketing is a highly effective form of marketing. It’s reliable, measurable, and relatively cheap.
Is social media marketing a good choice for my business?
Yes, if your target audience is on social media, you can take advantage of this fact and create a social media page to target potential customers. But like most things in life, there’s a right way and a wrong way to do it. To ensure that your efforts will pay off, you need to follow some tried and tested techniques.
The most effective way to use social media to grow your business is by building up a community of people who share your vision and follow your lead. Start by looking for relevant communities on social media platforms like Twitter and Instagram. Once you’re a part of these communities, post content that’s relevant to the community and engage with other users. If you’ve got a blog, engage with your audience and encourage them to subscribe and follow your blog. When you engage with your audience and other users on social media, you show that you’re willing to listen to feedback and learn from others. People like sharing their expertise and connecting with other professionals who can help them further their field.
Is radio advertising a good choice for my business?
Not really, unless you’re looking for a cheap and easy way to gain customers. However, if you happen to be in the right place at the right time with the right product, radio advertising can be a fairly effective way to gain some exposure and make a few sales.