If there was any confusion about whether EDM and Email Marketing Campaigns in your mind, set them aside. EDM, which stands for Electronic Direct Mail, is not the same thing as an Email Marking Campaign.
The latter is based entirely on sending emails. You build a database of email addresses from customers and potential customers and you email them your marketing materials. They can be offers, new products, promotions… Whatever.
On the other hand, an EDM is a rather lengthy process that goes beyond just email communication. While at the heart of it, EDM does use emails to send out the central message, where it differs from email marketing and goes further is that is uses additional forms of communication to repeat and reinforce the message of your campaign. Several tactics are used as part of this, including:
While there is a significant technical difference between the two, the end results are generally the same. You will build brand loyalty and increase conversions. Below, we will take a quick look at the benefits of EDM as opposed to Email Marketing Campaigns.
As the basis of EDM is email marketing, every single one of the benefits of email marketing apply to EDM. However, there are additional extras you might want to consider.
There is a chance that you’ve been in the business for a while and have experimented with different methods of advertising. You’ve likely tried Facebook or Instagram ads. You know there are costs involved.
You might also know that email marketing has the best return on investment. For every $1 you spend on email marketing, you will get back $44 dollars. That is a significant ROI. When you combine the power of email marketing, with it’s return on investment, with the other tactics that are part of EDM… You are setting yourself up for almost guaranteed success.
Even with EDM, of course, you should take into account classic email marketing strategies. After all, it is the most cost-effective way to communicate with your customers, promote your brand, and in doing so, increase your sales. With EDM, you need to take into account the traditional email marketing strategies and combine them with additional cross-media channels for best effect.
If you are able to send someone an email, it means you have their email address and it is likely because they gave it to you. Hopefully. That means you have the advantage because the person has some interest in your company and your brand. With that, a small amount of trust, too.
With EDM, you can build on that interest and trust. Great email marketing will do that on it’s own, sure. After all, the idea is to provide value to your customers and keep them engaged. When they get used to quality content, they’ll start looking forward to the emails you send out.
However, when you are doing EDM, you have the power of additional channels at hand and different methods to communicate with your customers. Printed materials, other digital channels, or SMS messages… Using them effectively will allow you to build trust more effectively, as well.
Email marketing already has an incredible reach. Considering that every single one in the world almost surely has an email address, the potential audience for an email marketing campaign is vast. There is currently nearly 5.6 billion unique email addresses with the number only set to grow. Even considering that there could be several accounts belonging to the one person, it’s still a massive number.
Now, add to that the potential audience coming in from every other form of marketing that can be intergrated into EDM and you have a staggeringly large number of people who can be part of your marketing campaign.
What does this mean in for your marketing campaign? It simply means that EDM gives you a reach is enormous and shouldn’t be neglected. With the right strategy, you can harness the power of EDM and see great success.
It has been proven that people like personalized content. Instead of seeing the same standard marketing material as everyone else… your customers and potential customers want material that is more geared towards them. Starting with something as simple as addressing by their name to something as complex as sending them promotions for products they’ve shown an interest in… personalized marketing has proven itself incredibly effective.
What EDM allows you to do is take data gathered from across your multiple marketing channels to more effectively personalize your content and send them out through your multiple marketing channels. This will lead to more people getting more personalized content across multiple platforms and so… increase the overall effectiveness of your marketing campaign.
If you’re going to embark in an EDM campaign, you need to be able to carry out an effective email marketing campaign to begin with. Seeing as how that is a complicated enough process on it’s own, you would do well to have a team of experts at your side to guide you to your email marketing success.
Contact VerifyBee and get started down the path to your brand’s EDM and email marketing success.