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Five tips for a successful EDM

Tessa Dempster
Marketing Coordinator
EDM, or Electronic Direct Marketing, is a form of digital marketing whereby a business utilises multiple platforms to communicate and reinforce their brand’s campaign message. The type of campaign depends largely on what call of action you wish to market to your users; this may be for e-commerce purposes, company updates, tips, or event information. Before commencing an EDM campaign, you should be asking yourself the following two questions: How can I ensure my EDM is successful? And what kinds of elements should I be including in my EDMs?

EDM vs Email Marketing

Email Marketing, whilst having a similar outcome to EDM, is actually a different digital marketing form. Instead of multiple platforms, email marketing focuses solely on email send-outs. Businesses will form an email database for customers and drive potential sales opportunities by sending marketing materials directly to these users’ inboxes.  

Build your subscriber list

EDM’s have garnered the unfortunate reputation of being spam emails. Ensure you avoid unsubscriptions and annoying your customers by creating demographic-based lists for each of your subscribers. This will ensure you are only sending relevant information to customers instead of bulk email blasts to the wrong audience. One way to increase your subscriber list is to encourage customers to review your services/products; this will not only provide you with valuable customer feedback, but also helps to increase your subscriber list and focus group demographics.

Talk with, not at your audience

Try not to isolate your audience by using incorrect tone and language. Make sure you keep things professional, but also friendly, to make your message appear more personalisable. Avoid jargon heavy language for general campaigns unless specifically targeting professionals/audiences in that field (use demographic based lists).

Keep things interesting

A sure way to lose subscribers is to continuously send out boring, generic EDM campaigns. This can simply stem down to the subject line you have used. Instead, use something that will entice your audience to open the email. “Monthly newsletter” isn’t going to inspire any opens, so try changing it out to spark your audience’s curiosity: “Have you been losing customers lately?”.

Have clear call to actions

The template and overall aesthetic of your campaign are important; however, the main focus should be in the purpose of your EDM - namely, what do you want your email to achieve. Ask yourself; who am I sending this to? What action do I want my customers to take? In order to achieve this, you will need both engaging content and a functional design that will grab audience’s attention. You will need to ensure the beginning of the next contains the main body of the message that instructs readers what to do next. This can be achieved visually with a call to action button such as “buy” or “read more” depending on the purpose of the EDM.

Test, test and test again

Whether you’re sending to 10 subscribers or 10,000, you should always send multiple test emails internally to ensure the content is clear and formatted correctly on multiple devices. This includes testing on mobile devices and all major email providers (Outlook, Gmail, Yahoo). Triple check to make sure all the embedded links work and proof-read for typos.After all, sending out an untested EDM could do more harm than good if there are unsolved issues in the template.

If you want to send the right message to your customers, Undergrnd Marketing can assist you with your EDM strategy and campaigns to better get your brand message across. Our Perth digital marketing agency specialises in social media strategy, content marketing and web design. Our team of digital marketers can ensure your EDMs have a clear, engaging message to target subscribers. For more information about our marketing services, contact our team to organise a consultation.

Got a project in mind?

We are very interested to hear more about your project!

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