In 2018, 281 billion emails were sent and received each day around the world.
This number is expected to increase to over 347 emails each day in 2023.
EDM marketing is one of the best ways to reach potential customers. Although many of your potential clients will be on social media, they won’t all be. Almost everybody has an email address.
And of course, you need an email address to create a social media account so you’ll be reaching those users as well.
Email should be a focal point of any modern marketing campaign because of it’s potential to reach an enormous audience. But what’s the difference between traditional email marketing and EDM Marketing? And which is better?
Keep reading while we break it down.
What is EDM Marketing?
EDM marketing is an acronym for Electronic Direct Mail marketing. It’s a form of marketing that companies can use to build customer loyalty and ultimately increase sales.
EDM marketing works by allowing businesses to target large groups of clients and potential clients. The strategy is designed to build and foster relationships with clients, generate new leads, and increase sales.
EDM Marketing vs Email Marketing
The terms EDM marketing and email marketing are often used interchangeably, but there are some key differences. While both strategies are based on email marketing and have similar goals, EDM marketing is more involved.
EDM marketing uses what are called email blasts. The goal of using email blasts is to build an email database of target customers and send your offer to them directly via email.
Does this sound a lot like email marketing? Let’s take a look at how they differ.
EDM marketing is more complex than simply emailing potential customers. A good EDM campaign encompasses multiple media channels. These include printed marketing materials, social media, and even text messaging to build and reinforce the message of your campaign.
EDM marketing integrates various forms of media and marketing strategies including remarketing, pay per click advertising, offline advertising, and social media. EDM marketing takes the concept of email marketing and transforms it into a more comprehensive marketing campaign.
Which is Better?
EDM is essentially a “better” version of email marketing, so the answer is obvious. EDM marketing is a strategy that covers every angle rather than focusing solely on email.
In this case, more is better.
Let’s take a look at some of the top benefits of using an EDM marketing strategy for your business.
It’s Easy to Customize
EDM marketing is highly effective because it’s easy to craft emails that your customers will actually want to read. EDM marketing uses a quality over quantity approach to create content that email users will open.
It’s better to send emails with promos and offers your audience will remember than to send too many emails. There are so many different types of emails you can send as part of your overall EDM marketing campaign. Here are just a few examples:
- Product launches
- New arrivals
- Company newsletters
- Tips and tricks
- Sale reminders
- Special offers and promotions
- “We miss you” emails
- Case studies
- Industry news
- Event information
As you can see, some of these encourage potential clients to purchase a product or service, but some only provide content that will be valuable to the reader. These types of emails put your business in the forefront of your audience’s minds so that when they are ready to make a purchase, they will think of you first.
It Allows You To Build Relationships
Along the same lines, EDM marketing uses email to provide value to your customers without asking them to do anything in return. You also have an inherent advantage. If your target audience members have given you their email address, they already have some interest and trust in your company.
You can take this lead and build on it by fostering a relationship with your potential customers. If your email content is good, your audience will look forward to receiving emails from your company.
EDM has an advantage over regular email marketing because you can simultaneously experiment with other marketing channels like text messaging, print materials, and other digital channels.
It’s Easy to Track
Another advantage of using EDM marketing is that it’s easy to measure your success. You should be tracking and measuring the outcomes of any marketing campaign you launch.
EDM has an advantage here over traditional forms of marketing. You can easily see who opened your emails and what action they took, if any after reading them. You can even see when and where they opened them and what type of device they were using.
This ability to track your marketing efforts makes it easy to try new things and find out which works best. It’s also easy to track your success when you integrate other digital marketing channels like social media into your EDM marketing campaign. These platforms feature built-in tools that help you track your advertising efforts.
Get Started with EDM Marketing Today
Don’t settle for old school email marketing strategies when you could be using EDM marketing. EDM marketing takes the traditional principles that made email marketing such an integral part of the customer experience and transforms them into a modern marketing miracle.
We can help you excite and engage your customers using EDM marketing. Technology and consequently, best marketing practices, are constantly changing and it can be hard for businesses to keep up. Contact us today to learn more about how we can help you stay ahead of your competition using the best and most cost-effective marketing strategies.