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5 Effective Electronic Direct Mail Marketing Strategies

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Ruviene Domingo
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5 Effective Electronic Direct Mail Marketing Strategies - Verz Design


Electronic direct mail, or EDM, is a cost effective way to reach out to potential and current customers. It is a form of direct mail that uses electronic communications to reach and engage customers. With that, rather than sending traditional paper mailings, businesses can send customisable messages, videos, images and other content directly to customers’ email inboxes. There are a lot of elements to powerful EDM, making it a great way to reach customers with important messages, launch new products or services, and promote special offers. Though it may seem like a relatively new marketing strategy, EDM has been around for more than a while and has proven to be successful time and time again. Still, all businesses should follow a few best practices to create the most effective EDM campaign possible. Read on to learn more about effective electronic direct mail marketing strategies.

Best Practices for Effective Electronic Direct Mail Marketing Strategies

It is vital to understand how to implement electronic direct mail into your business’ marketing strategies. Here are five best practices in order to effectively do so.

1. Plan your campaign well in advance

Plan your campaign well in advance - Effective Direct Mail Marketing Strategy

When planning any marketing campaign, it’s crucial to set your goals and objectives. 

What do you want to achieve with your EDM campaign? 
Want more website visitors? leads? sales? 

Once you know what you’re aiming for, you can plan the steps necessary to achieve those goals—determining your target audience next. Then, once you’ve selected your target audience, you can begin developing messaging that resonates with them. By taking the time to define and hone in on your target audience, you’ll be able to create more profitable and effective electronic direct mail marketing strategies. Once you have your goals set, it’s time to start planning the logistics of your campaign. Effectively identifying your target market includes creating a timeline and schedule. 

How many times per week do you want to send emails? 
What type of content do you want to include? 
What day and time will you send your emails? 

Planning everything out in advance will help ensure your campaign runs as smoothly as possible.

2. Tailor your message to your target audience

Tailor your message to your target audience - Effective Direct Mail Marketing Strategy

When it comes to email marketing, it’s essential to tailor your message to your target audience to maximise its effectiveness. Different groups of people respond to different kinds of messaging. What works for one person might not work for another. By segmenting your target audience and using relevant, targeted content, you can ensure that your EDM message resonates with your audience and drives them to act.

​​Creating a compelling EDM message is all about understanding your target audience. What are their interests? Needs? Pain points? Once you know the answers to these questions, you can start crafting a message that resonates with them. Remember that you should tailor your tone and language towards your target audience. For example, if you’re marketing to millennials, you’ll want to use language they’re familiar with and employ a more casual tone. And if you’re selling to Baby Boomers, a more formal style might work better. You should carefully consider the images you choose or the colours you use. Make sure they’re relevant and interesting to your target audience regarding visuals. If you can nail all of these elements, you’re on your way to creating a compelling EDM message that will engage your target audience!

3. Keep your design clean and uncluttered

Keep your design clean and uncluttered - Effective Direct Mail Marketing Strategy

Next on the list of effective electronic direct mail marketing strategies is good design. It is all about simplicity and functionality. One way to keep your EDM design clean and uncluttered is to use a limited colour palette. A simple colour scheme will help you create a cohesive design that doesn’t feel too chaotic. Another way to streamline your strategy is to focus on straightforward, clean typography. Use easy-to-read fonts and limit the number of typefaces you use in your design. Last but not least, make sure that all of your elements are correctly aligned and organised. Proper alignment will help to create a polished and professional look.

Here are a few principles of good design to keep in mind: 

  • Keep your layout simple and organised.
  • Use clean, legible fonts.
  • Limit the use of graphics and colours.
  • Use whitespace to create visual hierarchy and focus attention on essential elements.
  • Use a readable font.

4. Make them mobile-friendly 

Make them mobile-friendly - Effective Direct Mail Marketing Strategy

In this digital age, it’s no secret that more and more people use their smartphones to access the internet. With a mobile-responsive EDM, if you are viewing the mail on a mobile device, it will be formatted to fit the smaller screen. If you consider it on a desktop computer, it will be formatted to take up the whole screen. With that, proper formatting is vital because people are getting their information from mobile devices. Recent studies have shown that more than 54% of all web traffic comes from mobile devices. If you have not formatted your direct mail campaign for mobile devices, you miss out on a large chunk of your audience.

Here are five reasons why you need mobile responsive electronic direct mail: 

  1. More than half of all email is now opened on a mobile device. 
  2. 96% of people who use smartphones use them to check their email. 
  3. 74% of people say that a bad mobile experience would make them less likely to do business with a company. 
  4. 40% of people said they would leave a web page if it weren’t mobile-friendly. 
  5. 61% of people say they are more likely to buy from a company if they have an excellent mobile experience.

5. Measure the success of your campaign

Measure the success of your campaign - Effective Direct Mail Marketing Strategy

Making the most out of your EDM campaign is about testing and measuring. Try different subject lines, formats and content to see what works best for your subscribers. In addition, you can also test other times of day and days of the week to see when your recipients are most likely to open and act on your messages. Measuring the success of your EDM campaign is essential to determining its efficacy and refining your strategy for future campaigns. 

There are a few different ways to measure success. You can look at open rates, click-through rates, unsubscribe rates and conversion rates. Then, you can also analyse how your campaign has affected brand awareness and loyalty. Additionally, keep in mind that it may take a while to see concrete results, so be patient and constantly evaluate your progress.

Electronic direct mail is an integral part of any digital marketing campaign. It’s a great way to reach your target audience and generate leads, increasing sales. To create an effective electronic direct mail campaign, you need to develop a strategy and create catchy, attention-grabbing messages. The future of direct electronic mail looks bright, and more businesses are starting to recognise the power of this marketing tool.

Implement Electronic Direct Mail into Your Business with Verz Design

Understanding what EDMs are and their importance is one thing. However, implementing this into your business is a whole different story. With Verz Design, a Singaporean company that excels in ecommerce web marketing, our team can guide you every step of the way. Need more advice for your promotional EDMs? Schedule a free consultation at 6841 1680 or email us at [email protected]!

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