How to send a killer EDM

Did you know, that there are approximately 269 billion emails sent out every day? So, there’s a fair bit of competition when you are sending out email campaigns!

What is an EDM?

EDM stands for Electronic Direct Mail. The purpose of an EDM is to either build brand loyalty or convert sales – ideally both! 90% of adults and 74% of teenagers still use email regularly, so it’s pretty important that you incorporate EDM’s into your marketing strategy!

What kinds of emails might you want to send out?

• Special offers
• New arrivals/product launches
• “We miss you!”
• Holiday specials
• Re-orders
• Sale reminders
• “You left something in your cart!”

So, how to send out an awesome EDM!

1. Know your audience! This speaks for itself!
2. Include a strong CTA (Call to action), which drives them straight to your landing page.
3. Ensure that your EDM’s are mobile friendly/responsive.
4. Use visuals that enhance the copy.
5. Keep the media to the smallest file sizes possible, as most email platforms cannot adequately handle extremely high resolution images, and people don’t want massive files sitting in their inbox!
6. Don’t include attachments, as they are frequently filtered by spam and, like the point above, you should keep your email size as small as possible.
7. Make sure you have the customer’s permission before sending them anything, for example, they have given you their email via an opt-in form.
8. Keep the text short and simple, so you easily and effectively get your message across. Ask yourself the following: Would I want to read this? Am I speaking as I wish to be spoken to? Can I cut anything out? What is the call to action?
9. Thoroughly review your emails before you send them! Focus your emails with consistent, well-written content (take your time to write and edit it).
10. Analyse the results of each EDM, so you can improve the next one you send and increase your open and click through rates, and as a result, your conversion rate!

Now, go and blow them away!




63 thoughts on “How to send a killer EDM

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Written By: Claudia