What is Electronic Direct Mail Marketing (EDM Marketing)?


09 Oct 2023

What is Electronic Direct Mail Marketing (EDM Marketing)?

At this day and age, harnessing the power of electronic direct mail (EDM) marketing has become more crucial than ever before. EDM marketing offers businesses a unique opportunity to connect with their target audience in a personal and impactful way. But how can you ensure that your EDM campaigns stand out in a crowded inbox and drive real results? In this comprehensive guide, we will take you on a journey to unleash the true potential of EDM marketing.

Whether you are a seasoned marketer looking to refine your EDM strategies or a business owner exploring new avenues for growth, this guide will equip you with the knowledge and tools needed to unlock the power of EDM marketing and achieve your marketing goals.


  1. What is electronic direct mail (EDM) marketing?
  2. What is the difference between email and EDM marketing?
  3. 5 Characteristics of a Successful Electronic Direct Mail
  4. How to write an electronic direct email?
  5. What do you put in an EDM?
  6. What are the benefits of EDM Marketing?
  7. 12 Steps in building electronic direct mail marketing campaign
  8. EDM Marketing use cases
  9. EDM Marketing FAQs

What is the importance of digital marketing?

Electronic direct mail (EDM) marketing is a form of digital marketing that involves sending targeted emails to a specific audience. Unlike traditional email marketing, which often relies on mass emails sent to a large subscriber list, EDM marketing focuses on delivering highly personalized and relevant content to individual recipients. By leveraging customer data and segmentation, businesses can create tailored email campaigns that resonate with their audience and drive desired actions.

EDM marketing allows businesses to establish direct communication with their customers, fostering long-term relationships and increasing brand loyalty. It offers a cost-effective and efficient way to reach a large number of people while still maintaining a personal touch. With the right strategies in place, EDM marketing can deliver impressive results, including increased website traffic, higher conversion rates, and improved customer engagement.

What is the difference between email and EDM marketing?

Email Marketing vs EDM Marketing

Email marketing and EDM (Electronic Direct Mail) marketing, at first glance, appear similar since both utilize emails as a primary tool to engage audiences and drive conversions. However, they differ in scope and complexity. Email marketing refers specifically to the act of sending direct messages to a list of subscribers or potential customers using a third-party provider, with the main objective of converting these recipients into customers. On the other hand, EDM marketing is a holistic approach. While it begins with email blasts, it encompasses a broader range of marketing strategies, such as retargeting ads for those who’ve interacted with the email, coordinated social media campaigns, and even traditional advertising mediums like billboards or magazine ads. Essentially, while email marketing focuses solely on email communications, EDM marketing creates a multifaceted marketing strategy, reinforcing the belief in the Rule of Seven, which suggests a customer often needs multiple touchpoints with a brand before deciding to make a purchase.

5 Characteristics of a Successful Electronic Direct Mail

Simple and Interesting

Characteristics of a Successful EDM - Simple and Interesting

One of the key characteristics of a successful electronic direct mail (eDM) is its simplicity combined with engaging content. By keeping the email concise and easy to understand, you ensure that recipients can quickly grasp the main message. Moreover, incorporating interesting elements such as compelling subject lines, eye-catching visuals, and engaging copy will capture their attention and encourage them to read further.

Targeted at a Specific Audience

Characteristics of a Successful EDM - Targeted at a Specific Audience

A successful EDM is highly targeted at a specific audience. By understanding the demographics, preferences, and interests of your recipients, you can tailor the content accordingly. This personalized approach helps to establish a stronger connection with your readers and increases the likelihood of generating a positive response. Segmenting your email lists and customizing the message based on recipient characteristics is an effective way to achieve this.

Clean and Professional

Characteristics of a Successful EDM - Clean and Professional

A professional and polished appearance is crucial for a successful eDM. Use a clean and visually appealing design that aligns with your brand identity. Pay attention to the formatting, fonts, and color schemes to ensure readability and visual coherence. A clutter-free layout with organized sections will enhance the professionalism of the email, making it more likely that recipients will perceive it as trustworthy and legitimate.

Mobile Responsive

Characteristics of a Successful EDM - Mobile Responsive

In today’s mobile-centric world, ensuring your eDM is mobile responsive is essential. With a large portion of recipients accessing emails through their smartphones or tablets, it is vital to optimize the email for different screen sizes and resolutions. A mobile-responsive eDM adapts its layout and design to provide an optimal viewing experience across devices, making it convenient for recipients to read, interact with, and respond to the email seamlessly.

Clear Call to Action

Characteristics of a Successful EDM - Clear Call to Action

A clear and compelling call to action (CTA) is crucial for driving desired actions from the recipients. A successful eDM presents a clear instruction or prompt that directs readers to take a specific action, such as making a purchase, subscribing to a newsletter, or signing up for an event. Ensure that the CTA stands out and is prominently placed within the email, using action-oriented language to generate a sense of urgency or excitement. By providing a seamless and straightforward way for recipients to respond, you enhance the effectiveness of your eDM campaign.

How to write an electronic direct email?

How to write an electronic direct email?

If you are looking to harness the power of electronic direct email (EDM) to effectively communicate with your target audience, here’s a list of essential tips to guide you in writing an impactful and engaging EDM campaign:

1. Just do it

The first step towards crafting an effective EDM is taking action. Procrastination won’t bring in the results you desire, so dive right in and get started!

2. Keep it short

In today’s fast-paced world, people have limited time and attention spans. Keep your content concise, ensuring that the message is easily digestible and can be read quickly. A good rule of thumb is to aim for around 100-200 words. Grab the reader’s attention and get your point across efficiently.

3. Make it mobile responsive

With the majority of people accessing their emails through mobile devices, it is vital to optimize your EDM for mobile viewing. Ensure that the email layout and font size are easily readable on smartphones, making it convenient for recipients to engage with your message.

4. Sell the meeting, not a product

Instead of bombarding your audience with product features and details, focus on selling the idea of a meeting or conversation. Highlight the benefits and value they will gain from interacting with you or your team. This approach helps build a connection and creates curiosity without being too sales-oriented.

5. Start with the end in mind

Before diving into content creation, clearly define your email’s objective. Do you want to schedule a meeting, introduce a new product, or nurture a relationship? Knowing your desired outcome will help shape the content and call-to-action you include.

6. Build a deliberate flow towards that end

Develop a logical and deliberate flow of content that leads the reader towards your desired outcome. Start with an attention-grabbing subject line, provide a brief introduction, present the main points or benefits, and conclude with a compelling call-to-action. Ensure that each section naturally progresses to the next, leaving the reader eager to take the desired action.

Remember, crafting an effective EDM requires practice and experimentation. Continuously test and refine your approach to see what resonates best with your target audience. With these tips in hand, you’ll be well-equipped to write engaging electronic direct emails that drive results and foster meaningful connections.

What do you put in an EDM?

What do you put in an EDM?

Crafting an effective EDM involves careful consideration of various elements. Here are the key components that should be included in your EDM campaigns:

Effective subject line

The subject line is the first thing recipients see when they receive your email. It plays a crucial role in capturing their attention and enticing them to open the email. To make your subject line stand out, it’s important to keep it concise, relevant, and compelling. Avoid using generic or spammy phrases and instead focus on creating a sense of curiosity or urgency. Personalization can also be effective, as it helps to establish a connection with the recipient. Experiment with different subject lines and track their performance to identify what resonates best with your audience.

Personalized copy

Once your email is opened, the copy is what will engage and persuade your recipients. Personalization is key here as well. Use the recipient’s name to create a sense of familiarity and tailor the content to their interests and preferences. Segmenting your audience based on demographics, behavior, or past interactions can help you create more targeted and relevant content. Focus on providing value and solving your audience’s pain points. Keep the copy concise, easy to read, and visually appealing by using subheadings, bullet points, and images.

Simple call to action

Every successful EDM campaign includes a clear and compelling call to action (CTA). The CTA guides your recipients on what action to take next, whether it’s making a purchase, signing up for a webinar, or downloading a resource. Keep your CTA concise and straightforward, avoiding any confusion or ambiguity. Use action words and create a sense of urgency to encourage immediate action. Make sure your CTA stands out visually by using contrasting colors, buttons, or bold text. Testing different CTAs and tracking their performance can help you optimize your campaigns over time.

What are the benefits of EDM Marketing?

EDM Marketing, also known as email marketing, is a powerful tool that offers numerous benefits for businesses looking to enhance their online presence and generate results. Let’s delve into the advantages of this marketing strategy:


Benefits of EDM Marketing - Cost Effective

EDM Marketing is one of the most cost-effective methods of reaching your target audience. With a relatively low investment, you can send personalized emails to a large number of recipients, making it an affordable option for businesses of all sizes.

Useful Audience Insights

Benefits of EDM Marketing - Useful Audience Insights

By analyzing email metrics like open rates, click-through rates, and conversions, EDM marketing provides valuable insights into your audience’s preferences and behaviors. This information allows you to refine your marketing campaigns, tailor your content, and ensure more effective communication.

Generates traffic to your website

Benefits of EDM Marketing - Generates traffic to your website

Email campaigns are an excellent way to drive traffic to your website. By including compelling links and call-to-action buttons within your emails, you can encourage recipients to visit your website and explore your products or services further.

Increases brand awareness

Benefits of EDM Marketing - Increases Brand Awareness

Regularly appearing in your audience’s email inbox helps to keep your brand top of mind. Well-designed EDMs featuring your company logo, colors, and messaging contribute to brand recognition, increasing the chances of your business being remembered when a purchasing decision arises.

Builds trust and increases conversions

Benefits of EDM Marketing - Builds trust and increases conversions

Email marketing allows you to establish a direct and personalized connection with your audience. By consistently delivering valuable and relevant content, you can build trust and credibility, increasing the likelihood of conversions and customer loyalty.

Increases engagement on social media

Benefits of EDM Marketing - Increases engagement on social media

EDMs often include social media links and buttons, encouraging recipients to follow and engage with your brand on various platforms. This integration helps grow your social media following and boosts engagement, leading to increased visibility and potential conversions.

Find more quality leads

Benefits of EDM Marketing - Find more quality leads

Through email marketing, you can actively collect valuable customer information, such as email addresses, preferences, and interests. This data allows you to segment your audience more effectively, enabling targeted campaigns and generating higher-quality leads.

Enables advanced personalization

Benefits of EDM Marketing - Enables advanced personalization

EDM marketing platforms offer advanced personalization capabilities, allowing you to address recipients by name, tailor content based on their preferences, and automate email flows based on their behavior. This personalized approach enhances the user experience and increases engagement.

Own your contact lists

Benefits of EDM Marketing - Own your contact lists

Relying solely on social media algorithms or other platforms to reach your audience can be precarious. EDM marketing provides you with complete ownership and control over your contact lists, ensuring direct and uninterrupted communication with your audience.

The benefits of EDM Marketing are extensive, ranging from cost-effectiveness to increased brand awareness, engagement, and conversions. By leveraging this powerful tool, businesses can boost their marketing efforts, form stronger connections with their audience, and ultimately achieve their business goals.

12 Steps in building electronic direct mail marketing campaign

12 Steps in building electronic direct mail marketing campaign

Building an effective electronic direct mail (eDM) marketing campaign involves a systematic approach that ensures maximum engagement and conversions. Here are the 12 essential steps to successfully build an eDM campaign:

Start with your business objective

Clearly define the purpose of your eDM campaign. Determine whether you want to generate sales, increase brand awareness, drive website traffic, or achieve any other specific goal. This objective will guide your strategy moving forward.

Identify key audiences and relevant messaging

Understand your target audience and their preferences. Create buyer personas to segment your audience based on demographics, behaviors, and interests. Tailor your messaging accordingly to resonate with each specific segment.

Set up your EDM campaign goal

Establish measurable goals for your eDM campaign, such as the number of leads generated, website conversions, or click-through rates. Make sure your goals align with your business objective.

Choose an email service provider

Select a reliable and reputable email service provider (ESP) that meets your specific needs. Consider factors such as deliverability rate, automation capabilities, personalization options, and reporting tools.

Build your list

Start by gathering email addresses from existing customers, website visitors, social media followers, or by using lead generation tactics like opt-in forms, content downloads, or gated landing pages. Ensure you comply with all relevant data protection regulations.

The following are examples of channels you can use to build your client database:

Your business website

One of the most effective channels to build your client database is your own business website. By optimizing your website with lead capture forms or creating a dedicated landing page, you can encourage visitors to provide their contact information in exchange for valuable resources or exclusive offers. Use compelling call-to-actions to persuade visitors to take action and join your client database.

Social Media

Social media platforms like Facebook, Instagram, LinkedIn, and Twitter offer vast opportunities to expand your client database. Create engaging posts, videos, or contests that encourage your audience to subscribe or provide their contact details. Additionally, you can run social media ads targeting specific demographics or interests, directing users to a landing page specifically designed to capture their information.

Search campaigns

Leveraging search engine marketing (SEM) campaigns can immensely benefit your client database growth. By bidding on relevant keywords in platforms like Google Ads, you can place your business at the top of search results and attract potential clients. By directing traffic to a dedicated landing page, you can encourage visitors to sign up for newsletters, subscribe to updates, or download valuable resources.

Offline campaigns

While digital channels are highly effective, offline campaigns shouldn’t be overlooked. Attend industry conferences, trade shows, or seminars to meet potential clients. Consider hosting workshops or organizing local events where participants can provide their contact details for registration. Collect business cards or use lead capture tools like tablets to gather information directly from interested attendees. Remember to follow up with personalized emails or calls to convert these leads into valued clients.

Segment your list

Divide your email list into smaller segments based on common characteristics or preferences. This allows you to send targeted and personalized content to increase engagement and conversion rates.

Create your email campaign

Craft compelling and visually appealing email designs that reflect your brand identity. Use persuasive copywriting techniques to grab readers’ attention, create interest, and encourage action. Incorporate a strong call-to-action (CTA) to direct recipients to desired actions.

Choose the best time slot to send your EDM

Research the best times to send emails based on your audience’s behavior and preferences. Test different time slots and monitor open rates and click-through rates to determine the optimal timing for maximum engagement.

Set up your autoresponders

Automate email sequences to nurture leads and guide them through the buyer’s journey. Set up triggered emails based on specific actions or time intervals to provide timely and relevant content to your subscribers.

Enable tracking

Implement tracking tools to monitor key metrics such as open rates, click-through rates, conversions, and overall ROI. Analyze this data to gain insights into your campaign’s performance and make data-driven optimizations.

Run complementary marketing campaign

Integrate your eDM campaign with other marketing channels such as social media, content marketing, or paid advertising. Ensure consistent messaging and branding across different platforms to increase overall campaign effectiveness.

Test. Optimize. Repeat.

Continuously monitor and analyze your campaign’s performance. A/B test different elements like subject lines, CTAs, visuals, or content to identify what works best. Make data-driven optimizations and refine your strategy to improve results with each iteration.

By following these 12 steps, you can build a successful eDM campaign that effectively reaches and engages your target audience, drives conversions, and aligns with your business objectives.

EDM Marketing use cases

EDM Marketing use cases

Special offers

EDM marketing is a great tool for showcasing special offers to your customers. Whether it’s a limited-time discount, a buy-one-get-one offer, or a loyalty program, sending targeted emails to your subscribers can help generate interest and drive sales. By providing exclusive access to these offers through EDMs, you can make your customers feel special and encourage them to take advantage of the deal.

Product launches

When introducing a new product or service, EDM marketing allows you to create buzz and excitement among your target audience. By sending engaging emails with captivating content, images, and videos, you can showcase the features and benefits of your new product. Including a call-to-action within the email can direct subscribers to your website or a landing page where they can learn more or make a purchase.

Event promotions

Whether you organize virtual events, webinars, conferences, or physical gatherings, EDM marketing can help in promoting these events effectively. By sending personalized invitations to your subscribers, you can raise awareness and increase attendance rates. EDMs can include important event details, such as date, time, speaker information, and RSVP options. Utilizing eye-catching design and compelling content, event promotions through EDMs can create excitement and anticipation among your customer base.


Newsletters are a popular EDM marketing tool used to keep subscribers informed about the latest updates, news, and trends within your industry. Regularly sending newsletters can help establish your brand as an authoritative source of information. These emails can include curated content, industry insights, company updates, and upcoming events, providing value to your subscribers while also keeping your brand at the top of their minds. Including links to your website, blog or social media platforms in your newsletter helps to drive traffic and engagement.

EDM Marketing FAQs

Q: What makes a successful EDM campaign?

A successful EDM campaign relies on various factors. Firstly, it’s crucial to have a well-segmented and targeted subscriber list. Understanding your audience’s preferences and behavior will help you tailor your content effectively. Additionally, creating compelling and visually appealing email designs, with clear and concise messaging, will increase the likelihood of engagement. Constantly analyzing and optimizing your campaigns based on data and feedback is also vital for long-term success.

Q: How often should I send out EDMs?

The frequency of sending EDMs depends on your specific business goals and audience engagement. Sending too frequently can lead to unsubscribes or annoyance, while sending too infrequently may result in your brand being forgotten. Ideally, aim for a consistent schedule that provides valuable content without overwhelming your subscribers. Regularly analyze open rates and engagement metrics to determine the optimal frequency for your EDM campaigns.

Q: How can I increase open rates and engagement in my EDM campaigns?

There are several strategies to boost open rates and engagement. Firstly, ensure your subject lines are intriguing and personalized, enticing subscribers to open your emails. Personalization is key – addressing subscribers by name and tailoring content to their interests will make them more likely to engage. Utilizing eye-catching designs, clear call-to-actions, and relevant content will also encourage clicks and conversions. Don’t forget to regularly clean your subscriber list to maintain high engagement rates.

Q: Is EDM marketing suitable for all businesses?

EDM marketing can be beneficial for businesses across various industries. Whether you’re an e-commerce store, a service provider, an event organizer, or a non-profit organization, EDM campaigns can help you connect with your target audience effectively. However, it’s important to understand the unique characteristics of your business and audience, and tailor your EDM strategies accordingly to maximize impact.

Q: How can I measure the effectiveness of my EDM campaigns?

Measuring the effectiveness of your EDM campaigns is crucial for continuous improvement. You can track metrics such as open rates, click-through rates, bounce rates, conversions, and overall engagement. Utilize email marketing analytics tools that can provide detailed insights and reports on your campaigns. By analyzing these metrics, you can identify what resonates with your audience and make data-driven decisions to optimize future campaigns.


Electronic direct mail (EDM) marketing offers businesses a powerful tool to connect with their target audience in a personal and impactful way. By leveraging customer data and segmentation, businesses can create highly personalized email campaigns that drive engagement and conversion. From crafting compelling subject lines to designing visually stunning emails, optimizing your EDM campaigns requires careful attention to detail and a deep understanding of your audience.

By following the tips and strategies outlined in this guide, you can unleash the true potential of EDM marketing and achieve your marketing goals. Embrace the power of EDM marketing and make a lasting impression with your email campaigns. Call 6841 1680 or contact [email protected] today for a free consultation!

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