The Direct email marketing - newsletter - is one of the most traditional digital tools. Although it may seem a declining communication method, the DEM continues to be an excellent way to communicate with customers. Under certain conditions: the communication recipients must be selected, i.e. a responsive audience who is interested to the communication content. Furthermore, the topics covered must be interesting and original. Companies with up-to-date and well-structured contact databases can find in DEM the best way to retain their audience and maintain good visibility over time.