What is an EDM?

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What is an EDM?

4 reasons Electronic Direct Mails (EDM’s) work for businesses

Put simply, EDM’s or Electronic Direct Mail is the use of email to promote a business’s products and services. Doing this can make the customers on your email list aware of new products, discounts, and other services. It can also be a softer sell to educate your audience on the value of your brand or keep them engaged between purchases. It can also be anything in between.

This form of marketing is mainly used by companies and brands to build loyalty, broaden reach, strengthen the brand and increase sales. It’s defined as a marketing form used by companies and brands to target large groups of (potential) clients, focused on building relationships, generating leads, and increasing sales.

EDM Marketing

A typical EDM campaign is focused on email blasts. What does that mean? It involves building an email database of (potential) customers and directly communicating your offer to them via email. This sentence basically describes the essence of email marketing. So, how’s EDM marketing different from traditional email marketing?

It’s different in terms that it usually involves more than just simple email communication. The best performing EDM campaigns utilise cross-media channels and incorporate printed materials, social media promotion and SMS messaging to communicate and reinforce the overall message of the campaign.

In addition to the simple email communication, EDM uses other forms of communication to reinforce the campaign message, such as:

Once you’ve built an email database, you’ve got yourself a new market of highly-targeted leads, which are much more likely to convert. The best way to do it? EDM marketing.


According to recent research by international market analysis company DMA, email ROI is on the rise. Classic email marketing strategy should be considered as an essential part of any marketing strategy, as it’s the most cost-effective way to communicate with your customers, promote your products, and increase your sales. And with EDM, you complement the traditional email marketing with additional cross-media channels.

Building trust

If you’re able to send someone an email, it means that that person already has some amount of interest and trust in you, your company, and your brand.

That being said, a great thing about EDM is that it enables you to build relationships with your (potential) customers and reinforce their trust. Great email marketing is all about providing extra value to your customers – forget about the sleazy salesman approach. If you get the people on your mailing list used to quality content, soon they’ll be looking forward to and expecting messages from your company.

With EDM, you can experiment using other channels (including printed materials, other digital channels, or SMS messages) to communicate your message to your base of potential customers.

Easy to track and measure

One of the golden rules of digital marketing is to track and measure everything. At the same time, this is one of the main advantages in comparison to the traditional marketing forms. With EDM and email marketing, it’s really easy to track how many people opened your email, which action they took after opening, when, where, and on which device they viewed it on, and so on.

One of the main benefits of the ability to track and measure the results is the possibility to experiment.

To find out more about EDM’s and discuss how they could benefit your business, get in touch.

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