eDM Marketing: Why you need it.

What’s more exciting than the Christmas season? The month before that — November. Some of us have waited all year for the arrival of the highly-anticipated month because of extreme sales markdowns that are too good to miss out on.

Some of the more popular sales events include China’s 11.11 Single’s Day sales on the 11th of November; Black Friday sales on 23rd of November; and Cyber Monday sales on the 26th of November.  Also not forgetting other smaller scale sales event in November itself that caters to markets that are more niche such as alcohol, vape and more.

According to reports, around 30% of annual retail sales occur between Black Friday and Christmas, and at times 40% for specific retailers such as jewelers . So, it’s not just an exciting month for shoppers, but for buyers as well.

And what’s a better way to communicate with your loyal customers to take part in your year-end sales event than with the use of EDMs?

What’s an EDM?

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 user-friendly marketing messaging tool for you that’s well-equipped with cutting-edge features. Check us out today. 

Denissa Goh is a Public Relations and Content Manager for Eber, based in Kuala Lumpur. The former journalist and flight attendant is an ESFJ personality type who has a keen eye for luxury fashion and enjoys intelligent conversations. Apart from being a gym rat who often counts her daily calorie intake, she cannot resist great coffee and whisky. Besides being an article churning machine, she also functions as that annoying office colleague who types really loudly on her keyboard because of her long acrylic fingernails. You can reach Denissa at denissa@eber.co.

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