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EDM Marketing: Tips, Benefits & How-To

Nov 2, 2018 4:45:36 PM

man reading email

Electronic Direct Mail, or better known as EDM, are typically used by businesses for marketing purposes. EDM campaigns focuses on sending out email blasts, allowing you to directly communicate your marketing messages by mass emailing your customers via an email database.

Isn’t that called email marketing?

Well, kinda. But technically, no.

EDMs include more than just the simple concept of email communication we’re all familiar with. They usually incorporate the use of cross-media channels to reinforce their overall campaign message.

Advantages of EDMs

There’s plenty of advantages to using EDMs. Some of the few to highlight include:

  • Saves time and effort
    Sending out hundreds and thousands of emails with just a single click of a button? Sign me up.
  • Personalization
    We all know that our favorite brands are mass sending us emails but how do they make these emails feel so intimate?! Personalizing your emails is the entire game changer here.
  • Campaign tracking
    What’s the point of all that effort if you’re not tracking the performance and results of your campaign? Being able to study the results of your EDM campaign helps you to be able to identify what’s working and what isn’t.
  • Proven to generate higher ROI
    Research by Campaign Monitor showed that eDM provides a 4400% return on investment.

EDMs is an extremely powerful tool for marketing — when utilized correctly. Here are some quick fool-proof tips to get you started on the right track.

Keep it simple but interesting
“The attention span of an average human being is less than a goldfish.”

That’s eight seconds. You’ve probably heard that study before. Whenever you’re working on an EDM campaign, ask yourself: what are you trying to tell people?

Humans are also more drawn to visuals over text. So, if there’s a way to let visuals do the talking, choose that over text.

A study by Aberdeen Group revealed that personalized emails improve click-through rates by 14%, and conversion rates by 10%.

One very popular example include addressing customers by their name in emails.

Check out some other brilliant personalization ideas executed by businesses that goes beyond addressing customers by their name.

A responsive email design is the basic rule of all EDMs.

The last thing you want is a well-crafted EDM with impressive visuals that isn’t friendly and optimizable on all devices.

Interested to get started but don’t know how and where? Eber has the perfect messaging tool for you that’s well equipped with cutting-edge features. Contact us today. 

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