edm marketing

EDM Marketing: The 21st Century Version of Email Marketing


One of the most effective ways to reach out to potential consumers is through EDM marketing. Many of your potential clients will be on social media, but not all of them will be. Almost everyone has access to the internet and has an email address.

You’ll also need an email address to create a social media account, so you’ll be able to contact those individuals. Because of its ability to reach a large audience, email should be a major focus of any modern marketing strategy. The GDPR (General Data Protection Regulation) of the European Union (EU) also requires a specific consent for some types of data processing.

EDM marketing is a type of digital marketing that focuses on big groups of individuals to generate leads, create relationships with potential consumers, and increase sales. Although EDM marketing is a type of email blasting, it should never be considered spam.

We’ll go over what EDM marketing is, how it differs from email marketing, and the procedures you take while launching an EDM campaign in this blog post.

What Is EDM Marketing?

EDM marketing is an acronym for Electronic Direct Mail marketing. EDM marketing is all about developing a list of potential clients that you can contact by delivering them interesting email messages. It enables you to communicate directly with your consumers, both potential and existing, to promote brand loyalty, build relationships, and drive conversions.

EDM marketing is more than simply email marketing. Email, social media, printed materials, text messaging, out-of-home, and other kinds of media are all used in an EDM marketing approach to help you expand your list and convert individuals into customers. You may reach out to potential consumers and reinforce the campaign message by employing different types of marketing communications. 

Electronic Direct Mail marketing‘s adaptability and flexibility make it suitable for practically any organization. EDM marketing may help you develop your email list and enhance conversions whether you run an eCommerce business, a service-based firm, or even a non-profit.

Difference Between EDM marketing vs Email Marketing

Both EDM marketing and email marketing employ emails to develop lists and increase conversions, so they appear to be very similar at first glance.

While an email marketing campaign is as simple as sending emails through a third-party source to convert consumers, an EDM campaign is far more involved.

E-blasts are the start of a full-fledged EDM marketing campaign, which includes retargeting advertisements to catch individuals who have received the email, a supporting social media campaign, and even billboards or magazine ads.

From Yieldify

These supplemental marketing efforts expand on the email’s initial message and serve as one of the many necessary brand touchpoints for converting prospects into customers and one-time customers into repeat customers.

A potential consumer must “see or hear your marketing message at least seven times before taking action and buying from you,” according to the marketing Rule of Seven.

An electronic direct mail marketing campaign aids you in reaching those seven touchpoints by establishing a complete marketing plan that extends beyond email communication.

The Advantages Of Electronic Direct Mail Marketing Campaigns

While many of the advantages of EDM marketing are comparable to those of email marketing, the primary distinction is that multichannel-focused efforts typically outperform traditional email campaigns.

#1 It Saves Both Time And Money

Both EDM and email marketing are incredibly cost-effective; once you have your list on an emailing platform, you can send them at a minimal cost according to a timetable you determine for your company. At a fraction of the expense of a typical mailer, you can produce stunning emails using templates or the abilities of an in-house design team.

You will also save time since you will be able to accomplish everything in-house rather than relying on a printer or delivery agency to get your message to your target audience.

#2 It Enables You To Form Bonds With Others

EDM marketing, on the other hand, uses email to deliver value to clients without requiring them to do anything in return.

You have a built-in edge as well. If your target audience has provided you with their email address, they are already interested in and trusting of your brand.

You may capitalize on this opportunity by cultivating a relationship with your potential consumers. Your audience will look forward to getting emails from your firm if the substance of your emails is good.

EDM offers a benefit over traditional email marketing in that it allows you to test additional marketing channels at the same time, such as text messaging, print materials, and other digital channels.

#3 Allows For More Advanced Customization

EDM marketing campaigns allow you to finely tailor your email techniques depending on your audience segmentation – more on that later!

As a result, your company will be able to interact with its customers on a more genuine level, providing them with information that is truly beneficial to them. No more sending an email to a worldwide audience offering free delivery inside the United States — audience segmentation allows you to correctly target distinct segments of your audience.

Gathering leads and attempting to create a connection with them is the goal of email marketing. EDM marketing takes things a step further by attempting to enhance how you advertise to your list of leads by leveraging the important information you’ve already gathered.

Creating an EDM Marketing Campaign

EDM marketing initiatives are a low-cost technique to increase conversions and brand loyalty among a targeted group of customers. Your EDM campaign will be more likely to be front of mind for a consumer when they make a purchase choice if you use consistent messaging. 

#1 Begin With Your Clients’ Information

Because capturing leads takes time, you may be tempted to buy data. DON’T.

We highly warn you against purchasing data since it will harm your brand’s image, it will violate data protection rules, including the PDPA recommendations, and your domain may be penalized for sending emails to dormant email addresses.

To go to the next phase, your data must be properly opted in, cleansed (correct syntax, no duplication), and you must have a substantial pool of 1,000 subscribers.

#2 Segmentation

Identify the segments you need to construct based on the subscriber database and your customers’ behavioral attributes. Then, based on age, gender, interest, or region, they should be routed into your key demographic audience groups.

After that, you may start planning and creating more complicated segments to guarantee that you’re sending relevant and targeted communications. These can be determined via RFM analytic tools, lead scoring, or even online behavior. Knowing which categories you can and want to target allows you to better create your campaign and distribution methods.

#3 Personalize Your Emails

Personalization is heavily reliant on data supplied by customers. You may customize your client encounters if you have a deep awareness of their interests and sources. Speak the same language as your subscribers. To encourage people to take the appropriate action, you must first understand and solve their pain areas.

Make use of graphics. Break up long blocks of text as much as possible. Consistency is key. Make sure your design follows a certain theme. CTAs should be included. Make careful to experiment with alternative spots other than the bottom of your material.

#4 Tracking Should Be Enabled

The first step in increasing engagement and conversions is to track how your campaigns perform versus marketing goals. For any EDM campaign, you should measure the following metrics and marketing KPIs (key performance indicators):

  • The number of subscribers who clicked on at least one link divided by the total number of emails delivered is the clickthrough rate.
  • The total number of unique email openings divided by the total number of emails delivered is the unique open rate.
  • Bounce rate. The proportion of email addresses that did not get your message because the recipient’s mail server bounced it back to you.
  • New subscribers minus unsubscribes divided by a total number of subscribers is the list growth rate.
  • Total “share this” clicks in your emails divided by the total number of delivered emails is your email sharing rate.
  • Rate of click-to-open. The total number of unique clicks divided by the total number of unique opens
  • Total unsubscribes divided by total emails delivered is the unsubscribe rate.

Summing Up

The goal of EDM marketing is to develop a relationship with the consumer over time. This implies that the customer’s contact with communications should be simplified and prioritized. Furthermore, businesses must be prepared to address the unique demands of each consumer, which necessitates the provision of omnichannel communications.

EDM marketing is a continual endeavor to create a tailored brand experience for your customers through your marketing. It’s all about establishing trust and forming long-term connections with your consumers.


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