edm marketing

Electronic Direct Mail (EDM) marketing works by allowing businesses to target large groups of clients and potential clients. The strategy is designed to build and foster relationships with clients, generate new leads, and increase sales. However, EDM marketing is more than just email marketing and is more involved. A good EDM campaign encompasses multiple media channels. These include remarketing, pay-per-click advertising, offline advertising, and social media marketing. EDM marketing takes the concept of email marketing and transforms it into a more comprehensive marketing campaign.

The benefits of EDM marketing

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Time-saving and cost-effective

EDM marketing can be done in-house without needing to turn to a printer or delivery service to get messages to your audience.

Builds trust and increases conversions

With EDM marketing, customers are more likely to engage with the content that your business sends, which allows you to build trust with the audience by sending them timely and engaging emails. So, you are more likely to be able to convert them into paying customers.

High-ROI marketing solution

Almost everyone in the world has an email address and EDM marketing continues to derive the highest ROI. You can make EDM marketing even more effective by using strategic targeting, segmentation, and the addition of other marketing channels.

EDM lead building strategy

The success of any EDM marketing campaign lies with your list of leads. There are some email list building strategies.

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Multiple ways for audience to sign up

Use lead capture forms, embed forms in your content, implement floating action buttons, and more to effectively collect email addresses on your website.

A dedicated page for lead capture

Create a strong lead capture page and link to it from your social media profiles, ads, marketing collateral, etc.

Don’t forget offline

You can use your physical stores and other physical presence to get people’s emails into your database.

EDM marketing best practices

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Segment your email list

When you segment, you can send more personalized and relevant content or offers to customers based on similar interests, geographic location and purchase history. It leads to a higher open rate, click rate, conversation rate and higher revenue.

Personalize your emails

Email personalization allows you to create more targeted emails that stand out in the inbox.

Have a call to action

This could be a CTA button or hyperlink which directs subscribers to your website to read a blog, sign up for an event, or make a purchase. Plus, don't always use 'click here,' 'read more,' or 'shop now.' and you can get creative with your CTAs.

Test emails before sending

Send yourself a test email and check for these important email marketing elements:

- Text and image are both rendering properly

- No spelling mistakes

- Hyperlinks and CTA buttons take you to a live page

- looks good on both laptop and mobile

Analyze your EDM marketing stats

One of the most important best practices is to understand how your emails are performing via these performance data:

- Open Rate

- Click Rate

- Delivery Rate

- Opt Out Rate

AB split test your email campaigns

If you want to create a truly remarkable email experience for your customers, you need to split test. Here are a few email test ideas to get those creative juices flowing:

- Different subject line messages

- Image vs no image in the email

- Different colour CTA button

- Time of day

- Short subject line vs long subject line

- Short email message vs long email message

As a Chinese marketing expert, Comms8 has rich experience in EDM marketing. Contact Comms8's EDM specialist and find out the most suitable approach for your brand to kickstart the EDM journey in China.

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