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The Definitive Guide to Electronic Direct Mail

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In this defintive guide to electronic direct mail marketing, we’ll dive into the essentials of EDM, explore its various components, and reveal how businesses of all sizes can leverage this powerful strategy to drive engagement, nurture relationships, and boost conversions.

Whether you’re new to the world of EDM or looking to refine your existing strategies, this guide will equip you with the knowledge and tools needed to succeed in today’s digital landscape. Let’s dive in and discover the transformative capabilities of Electronic Direct Mail.

What is Electronic Direct Mail Marketing?

Electronic Direct Mail (EDM) marketing is a multifaceted strategy that leverages email and other digital channels to engage and nurture relationships with your audience. It involves the targeted distribution of personalized messages to segmented subscriber lists, aiming to deliver relevant content directly to recipients’ inboxes.

Marketing Channels and Media

EDM marketing extends beyond email to encompass a variety of marketing channels and forms of media, including:

  • Email marketing campaigns
  • Social media marketing
  • Remarketing and retargeting efforts
  • Pay-per-click (PPC) advertising
  • SMS marketing
  • Direct mail and other offline campaigns

Who Can Benefit from EDM Marketing?

EDM marketing is suitable for businesses of all sizes and industries, including:

  • eCommerce ventures looking to increase sales and customer retention
  • Service-based enterprises seeking to generate leads and build client relationships
  • Nonprofits aiming to engage supporters and drive donations

Understanding the Difference: EDM vs. Email Marketing

Electronic Direct Mail (EDM) and Email Marketing are often used interchangeably, but they represent distinct approaches with unique characteristics and applications.

1. Main Difference and Relative Complexities

The primary difference between EDM and Email Marketing lies in their scope and complexity. While Email Marketing typically focuses on sending mass emails to a broad audience, EDM encompasses a more strategic and personalized approach to customer communication.

Email Marketing campaigns are often simpler in nature, involving the distribution of standardized emails to a large subscriber base. In contrast, EDM strategies involve segmentation, targeting, and customization to deliver highly relevant and tailored messages to specific audience segments.

2. Different Steps or Processes

The processes involved in EDM and Email Marketing can vary significantly, particularly in terms of audience segmentation and message customization. Here’s a brief overview of the key differences:

  • Audience Segmentation: In Email Marketing, segmentation may be minimal or non-existent, with one-size-fits-all messages sent to the entire subscriber list. In contrast, EDM involves meticulous segmentation based on factors such as demographics, behaviors, and preferences, allowing for more targeted and personalized communication.
  • Message Customization: Email Marketing messages are often standardized and generic, lacking personalization beyond basic merge fields. In contrast, EDM campaigns incorporate dynamic content, personalized recommendations, and tailored messaging to cater to the specific needs and interests of individual recipients.

3. The Rule of Seven

A fundamental principle in marketing, the Rule of Seven suggests that prospects need to encounter a marketing message at least seven times before they take action. While Email Marketing may rely on repetitive messaging to achieve this goal, EDM leverages targeted communication and personalized content to make each interaction more meaningful and impactful.

While Email Marketing serves as a foundational tool for reaching and engaging a broad audience, EDM takes the concept a step further by emphasizing segmentation, personalization, and strategic communication. By understanding the nuances between the two approaches, marketers can leverage each method effectively to achieve their marketing objectives.

Electronic Direct Mail Online Tools and Softwares​​

Electronic Direct Mail: GetResponse

GetResponse is a user-friendly and cost-effective platform for creating email marketing campaigns. It offers seamless integration with popular applications such as WordPress, Magento, Facebook, PayPal, and more. This integration streamlines workflows and enhances productivity, allowing users to leverage their existing tools and systems within the GetResponse platform.

In addition to its ease of use and integrations, GetResponse offers a range of paid plans tailored to different business needs. These plans provide access to advanced features and functionalities, empowering users to create highly targeted and effective email campaigns.

Furthermore, GetResponse offers a 30-day trial plan, allowing users to explore its features and capabilities before committing to a paid subscription. This trial period enables businesses to assess the platform’s suitability for their specific requirements and determine its potential impact on their marketing efforts.

Pricing Plans

  • GetResponse Free Trial: $0/30 days
  • Email Marketing Plan: $15.6/mo, billed annually.
  • Marketing Automation Plan: $48.4/mo, billed annually.
  • eCommerce Marketing Plan: $97.6/mo, billed annually.
  • GetResponse Max: $1099/mo, billed monthly.

Brevo is an email marketing tool designed to help companies and businesses build unique connections with their customers through Electronic Direct Mail. With its intuitive interface and robust features, Brevo enables users to create, send, and track email campaigns effortlessly.

One standout feature of Brevo is its free plan, which allows users to send up to 300 emails per day and manage an unlimited number of contacts. This free plan provides businesses with a cost-effective solution to start their email marketing initiatives and reach their audience without incurring additional expenses.

With Brevo, it offers real-time reporting capabilities that allow users to track the performance of their campaigns in real-time. This feature provides valuable insights into key metrics such as open rates, click-through rates, bounce rates, and more, enabling businesses to monitor their campaign’s effectiveness and make data-driven decisions to optimize their strategies.

Pricing Plans

  • Free Plan: $0/mo, up to 300 emails/day.
  • Starter Plan: $28/mo, from 20K emails/month.
  • Business Plan: $74/mo, from 20K emails/month, marketing automation.
  • Enterprise Plan: Contact sales team for custom price.

Aweber stands out as a leading email marketing solutions provider tailored specifically for small businesses. Renowned for its user-friendly interface and extensive feature set, Aweber simplifies the process of creating and deploying email campaigns, making it both simple and efficient for users to engage with their audience effectively.

One notable feature offered by Aweber is its Smart Designer, which streamlines the email design process. By simply entering your website URL, the Smart Designer automatically generates email template designs within seconds, saving users time and effort while ensuring professional and visually appealing communication.

In addition to its intuitive design tools, Aweber offers a range of advanced features designed to enhance email marketing campaigns. From automated sequences to customizable sign-up forms and detailed analytics, Aweber provides users with the tools they need to create targeted and impactful campaigns that drive results.

Pricing Plans

  • Free Plan: $0/mo, up to 500 subscribers.
  • Lite Plan: $12.5/mo, billed annually.
  • Plus Plan: $20/mo, billed annually.
  • Unlimited Plan: $899/mo, billed monthly.

Mailchimp is a versatile all-in-one email marketing platform designed to meet the diverse needs of businesses across various industries. With its comprehensive set of features and intuitive interface, Mailchimp empowers users to create, send, and track email campaigns with ease.

For businesses just starting, Mailchimp offers a free plan that includes the ability to add up to 500 contacts and send up to 1,000 emails per month. This free plan provides an ideal entry point for small businesses and startups looking to establish their presence and engage with their audience through email marketing.

In addition to its core email marketing capabilities, Mailchimp offers a variety of additional features and integrations to enhance its functionality. From landing pages and social media ads to marketing automation and CRM integration, Mailchimp provides users with the tools they need to build and grow their audience effectively.

Pricing Plans

  • Free Plan: $0/mo, up to 1,000 monthly email sends.
  • Essential Plan: $15/mo, up to 5,000 monthly email sends.
  • Standard Plan: $25/mo, up to 6,000 monthly email sends.
  • Premium Plan: $420/mo, up to 150,000 monthly email sends.

EDM Marketing FAQs​​

1. What are the Benefits of EDM Marketing for Small Business & Corporates?

New Products & Services Launch

What would you typically do when you have a new product or service launching in the next few months?

Do you wait until the launch date?

Or would you prefer to deploy strategies to drum up interest and kickstart your marketing promotions?

There are several strategies you can employ to ensure the success of your new launches. You can create a landing page on your website to showcase your products and services, integrating a sign-up form where visitors can subscribe to receive more information.

In the lead-up to the official launch day, you can generate excitement among potential customers by sending them relevant and targeted information about your offerings. Your emails should focus on how your new products and services can solve their problems or add value to their lives.

Remember, customers buy from you primarily because you offer solutions to their problems; they don’t just buy because of the features you offer.

Cost-Effective and Time Saving

EDMs, or email marketing, are among the most cost-effective forms of online digital marketing that you can utilize for your business. They allow you to reach out to your customers at lower costs, and email campaigns can be deployed according to the sender’s schedule.

Designing an effective email campaign can be achieved by utilizing your in-house designers to draft layouts and designs. In contrast, traditional marketing campaigns incur significantly higher costs for designing, printing, and delivery.

Additionally, utilizing EDMs saves time as everything can be executed and deployed in-house. Unlike traditional direct mail campaigns, EDMs have been proven to be cost-effective and time-saving.

Increase Conversions and Sales

One of the great benefits of Electronic Direct Marketing is that the audience you are connecting with has given you direct permission to do so. During sign-ups, your leads have made their intentions clear to receive any future email communications from you, unless they have unsubscribed to be removed from your email list.

These are potential customers who are genuinely interested in learning more about the products and services you are offering. They are also the ones most likely to engage with you and your business.

When you nuture trust and relationships with your subscribers through timely and engaging emails, you can quickly convert them into paying customers.

Build Trust and Loyalty

One of the key advantages of Electronic Direct Marketing (EDM) is its ability to cultivate trust and loyalty among your audience. When individuals sign up for your email list, they are expressing genuine interest in your brand and what you have to offer. This permission-based approach ensures that you are connecting with an audience that is receptive to your message and eager to engage with your business.

By consistently delivering valuable and relevant content to your subscribers, you can establish yourself as a trusted authority in your industry. Whether it’s sharing industry insights, offering exclusive promotions, or providing helpful tips and advice, each email interaction serves to strengthen the bond between your brand and your audience.

Through these ongoing interactions, you can foster a sense of loyalty among your subscribers, encouraging repeat purchases and long-term customer relationships. By prioritizing transparency, authenticity, and value in your email communications, you can build a loyal customer base that remains engaged with your brand for years to come.

Increased Reach

Electronic Direct Marketing (EDM) offers unparalleled opportunities to expand your reach and connect with a broader audience. Through strategic email campaigns, you can reach potential customers across geographic boundaries and demographic segments, maximizing your brand’s exposure and impact.

With email as a communication channel, you can bypass traditional barriers to entry and engage with individuals who may not have been accessible through other marketing channels. Whether they’re located halfway across the globe or just down the street, email allows you to establish meaningful connections with diverse audiences, regardless of physical distance.

By harnessing the power of EDM to expand your reach and connect with new audiences, you can drive growth, foster engagement, and unlock new opportunities for your business to thrive.

Personalized Experience

One of the standout advantages of Electronic Direct Marketing (EDM) is its ability to deliver personalized experiences to each recipient. By leveraging data and segmentation, you can tailor your email campaigns to cater to the unique preferences and behaviors of your audience, creating a more engaging and relevant experience for every subscriber.

Personalization goes beyond simply addressing recipients by their first name; it involves understanding their interests, preferences, and past interactions with your brand. With EDM, you have the tools and insights to segment your email list based on demographic information, purchase history, engagement levels, and more, allowing you to deliver targeted messages that resonate with each individual.

By prioritizing personalization in your EDM efforts, you can create meaningful connections with your audience, foster loyalty, and drive long-term success for your business.

Brand Recognition

Electronic Direct Marketing (EDM) plays a crucial role in building and reinforcing brand recognition among your target audience. Through consistent and strategic email communications, you can establish a strong brand presence that resonates with your audience, increasing familiarity and trust in your brand over time.

Consistency is key in building brand recognition, and EDM offers a reliable channel for delivering consistent messaging to your audience. By maintaining a consistent tone, style, and visual identity across your email campaigns, you can reinforce your brand’s personality and values, making it easier for recipients to recognize and identify with your brand.

By leveraging EDM to consistently communicate your brand’s message and values, you can increase visibility, credibility, and trust in your brand, ultimately driving long-term success and growth for your business.

Good Return of Investment (ROI)

The ability to deliver a strong return on investment (ROI) for your marketing efforts cannot be overstated. By leveraging the cost-effectiveness and efficiency of email communication, you can achieve impressive results and maximize the impact of your marketing budget.

EDM offers unparalleled cost-effectiveness compared to traditional marketing channels, such as print advertising or direct mail. With minimal overhead costs and no printing or postage expenses, email campaigns allow you to reach a large audience at a fraction of the cost, making it an attractive option for businesses of all sizes.

By leveraging the cost-effectiveness, precision targeting, and analytical insights offered by EDM, you can achieve a strong ROI for your marketing efforts, driving growth, and profitability for your business. With its ability to deliver impressive results at a fraction of the cost of traditional marketing channels, EDM remains a cornerstone of successful marketing strategies for businesses worldwide.

2. How to Build Up a List of Potential Leads and Customers?

With a better understanding of what Electronic Direct Mail is, the next burning question on everyone’s mind would be how to start collecting your customers’ information for future communications.

In many countries, including Singapore, it’s against the law to send unsolicited commercial communications by electronic mail, text, and multimedia messaging. As a sender, you’re required to obtain consent and permission from your contacts before you can send them marketing emails.

So, how do we, as a business, go about building our list without breaking the law? You provide an online sign-up form in which your audience can opt-in to subscribe and receive emails from you.

A sign-up form varies with the industry you’re in and may include the following:

  • Name
  • Email address
  • Gender
  • Birthday
  • Preferences

Here are five top tips on how you can build and maintain an effective and quality list of subscribers.

Provide An Incentive to Opt-In

One of the biggest hurdles to any Electronic Direct Mail campaign is getting your prospects to opt-in to your email list. One of the best ways to overcome this predicament is to provide them with something of value that they can receive immediately after signing up.

For example, in the eCommerce industry, you can offer an online coupon in the follow-up email after they’ve signed up for your list. With the coupon, they can use it to offset their next purchase, providing immediate value for your subscribers.

If you’re in the design and printing industry, you can also offer the download of a custom greeting card that they can use during festive occasions and holiday seasons.

Providing a free and valuable incentive upfront is a great way to break the ice and get your visitors to sign up for your list.

Outreach to Existing Contacts and Network

There’s no better or easier way to build your subscriber list than by reaching out to your existing contacts and networks. Chances are, if you’ve been in business for some time, you’ve collected some form of information from your customers, such as names and email addresses.

The question is, “Can you add them directly to your email list?”

No.

As mentioned previously, you need explicit consent to send them marketing communication emails. Instead, you can reach out to them through personalized emails and direct them to your website where they can sign up for your list.

Make the Most Out of Your Business Marketing Funnel and Channels

No one understands your business and company better than you. Analyze and think through the various touchpoints with your customers, and make sure to utilize these opportunities to get them to sign up for your email list.

For example, if email is your primary communication mode to connect with your customers, integrating a link in your email signature can help turn them into a subscriber in your Electronic Direct Email campaign list.

If you provide your services from your premises, you can also place a container in your checkout area where your customers can leave their business cards to allow you to connect with them through follow-up marketing emails.

For businesses with membership and loyalty programs, providing an option for them to sign up for your mailing list is a nice addition to have.

Double Opt-in Method

A double opt-in method is a great way to build and maintain a quality email list.

A double opt-in method is a two-step process that a subscriber must go through during sign-up. In contrast, a single opt-in method is a one-step process in which users only have to enter the required fields for sign-up. No further action is required, and subscribers are added directly to the email list.

With a double opt-in method, users receive an email to verify their email address upon sign-up, and a second email to confirm their subscription. This additional verification process improves the quality of your email lists and ensures that the email address used during sign-up is valid and active. In a single opt-in method, there is no guaranteed way to know if the sign-up is from an actual person or a bot.

A double opt-in method is also useful in situations where an email address is entered incorrectly during sign-up, as a subscriber is only added to the email list after confirming their email address.

In certain countries, it’s mandatory for businesses and companies to use a double opt-in method to build their email lists.

Email List Segmentation

Email list segmentation is the process of separating an email list into smaller segments to improve the success of your email marketing campaigns. This is extremely useful as it allows you to create tailored content for each segment to improve your open rates, increase engagement levels, and improve conversions.

The importance of email list segmentation cannot be overstated. So, how do you go about segmenting your email list?

You can create an additional field in your sign-up form in which your subscribers will have to enter their gender. By segmenting your email list, you can then send targeted emails to specific segments of your list.

Every customer has different problems and needs, and they are added to your email list at different stages. For example, if you have collected email addresses at a trade show, it will only be appropriate to send them information related to the event itself.

Over time, you will build trust and credibility with your customers, and the next time they open an email from you, they will know that it is something of use and value to them.

3. How to Create an EDM Marketing Campaign?

Step 1: Choose the Platform

Selecting the right platform is crucial for the success of your Electronic Direct Mail (EDM) campaign. Consider platforms that offer user-friendly interfaces, robust features, and excellent customer support. Look for options that align with your budget and scale of operations.

Popular platforms include GetResponse, Brevo, Aweber and Mailchimp. Evaluate each platform based on factors such as ease of use, automation capabilities, integration with other tools, and analytics features. Once you’ve chosen a platform, familiarize yourself with its functionalities and explore how it can best serve your EDM marketing needs.

Step 2: Build your Database and List

Building a comprehensive and targeted database is essential for effective Electronic Direct Mail (EDM) marketing. Start by collecting contact information from various sources, including website sign-up forms, social media interactions, offline events, and previous customer interactions. Ensure that you comply with relevant data protection regulations and obtain explicit consent from individuals before adding them to your database.

Regularly clean and update your database to remove inactive or outdated contacts and maintain its accuracy and relevance. A well-maintained database forms the foundation for targeted and successful EDM campaigns, driving engagement and conversions.

Step 3: Segment Your Audience

Segmenting your audience is a crucial step in maximizing the effectiveness of your Electronic Direct Mail (EDM) campaigns. Divide your contact list into smaller groups based on shared characteristics such as demographics, past purchasing behavior, engagement levels, and interests.

By segmenting your audience, you can tailor your messaging to resonate with each group’s specific needs and preferences, increasing the likelihood of engagement and conversion. For example, you can send personalized promotions to loyal customers, targeted product recommendations based on past purchases, or relevant content based on subscribers’ interests.

Utilize the data available in your database to create meaningful segments that allow for highly targeted and relevant communications. Regularly review and update your segments as your audience evolves and new data becomes available, ensuring that your EDM campaigns remain effective and impactful.

Step 4: Craft Your Communication

Crafting compelling and engaging content is essential for the success of your Electronic Direct Mail (EDM) campaigns. Begin by defining the objectives of your communication, whether it’s to promote a new product, announce a special offer, or provide valuable information to your audience.

Tailor your messaging to resonate with each segment of your audience, addressing their specific needs, pain points, and interests. Use clear and concise language, compelling visuals, and persuasive calls-to-action to encourage recipients to take the desired action.

Personalize your communications wherever possible, addressing recipients by name and incorporating dynamic content based on their past interactions and preferences. Consider implementing A/B testing to optimize your messaging and design elements for maximum effectiveness.

Finally, ensure that your communications are mobile-responsive and accessible across various devices and email clients. Regularly review and refine your content strategy based on performance metrics and feedback from your audience to continuously improve the impact of your EDM campaigns.

Step 5: Hit "Send"

Once you’ve crafted your compelling content and fine-tuned your email design, it’s time to hit the send button and launch your Electronic Direct Mail (EDM) campaign. Before sending, thoroughly review your email for any errors or inconsistencies to ensure a polished final product.

Schedule your email to be sent at an optimal time when your audience is most likely to engage with it. Consider factors such as time zone differences and typical email open times to maximize the impact of your message.

Additionally, segment your email list further if necessary, ensuring that each recipient receives the most relevant and personalized content based on their interests and behavior. This targeted approach increases the likelihood of engagement and conversion.

Before sending, test your email across different devices and email clients to ensure that it displays correctly and functions as intended. Pay close attention to elements such as subject lines, preview text, and call-to-action buttons to maximize open rates and click-through rates.

Once everything is in place, confidently hit the send button to deliver your EDM campaign to your eagerly awaiting audience. Monitor the performance of your campaign closely, tracking metrics such as open rates, click-through rates, and conversions to evaluate its effectiveness and inform future iterations.

Step 6: Incorporate Other Marketing Channels Where Appropriate

While email remains a powerful tool for communication and engagement, integrating other marketing channels can enhance the effectiveness of your Electronic Direct Mail (EDM) campaign. Consider incorporating complementary channels such as social media, SMS marketing, and remarketing to extend your reach and reinforce your message.

Social media platforms offer an additional avenue to connect with your audience and amplify your message. Share snippets of your email content on platforms like Facebook, Twitter, and LinkedIn to attract attention and encourage interaction. Utilize targeted advertising on social media to reach specific segments of your audience and drive traffic to your website or landing page.

SMS marketing provides a direct and immediate way to communicate with your audience, particularly for time-sensitive promotions or announcements. Send follow-up text messages to subscribers who have engaged with your email content, providing further information or incentives to encourage action.

Remarketing allows you to reconnect with website visitors who have interacted with your brand but haven’t yet converted. By displaying targeted ads to these individuals across the web, you can reinforce your message and encourage them to take the next step in their customer journey.

When introducing additional marketing channels, ensure consistency in messaging and branding across all touchpoints to provide a cohesive and seamless experience for your audience. Monitor the performance of each channel closely, adjusting your strategy as needed to optimize results and drive maximum engagement and conversions.

Step 7: Test and Optimize

After sending out your Electronic Direct Mail (EDM) campaign, it’s essential to evaluate its performance and make adjustments to improve results. Testing and optimization are critical steps in refining your approach and maximizing the effectiveness of your marketing efforts.

Start by analyzing key metrics such as open rates, click-through rates, conversion rates, and overall engagement levels. Identify patterns and trends in the data to gain insights into what resonates most with your audience and what areas may need improvement.

Consider conducting A/B tests to compare different elements of your email campaigns, such as subject lines, call-to-action buttons, or email layouts. By testing variations against each other and measuring the results, you can determine which approaches yield the best outcomes and refine your strategy accordingly.

In addition to testing individual elements, evaluate the overall performance of your EDM campaign in achieving your broader marketing objectives. Assess whether it effectively drives traffic, generates leads, increases sales, or achieves other desired outcomes.

Based on your analysis and testing results, make data-driven optimizations to your EDM campaigns. Adjust elements that underperform, capitalize on successful strategies, and experiment with new tactics to continually enhance performance and deliver better results over time.

Remember that optimization is an ongoing process, and there’s always room for improvement. Continuously monitor your EDM campaigns, test new ideas, and iterate based on insights and feedback to ensure you’re delivering the most compelling and impactful messages to your audience.

Step 8: Measure Results and Update Your Database

Once your Electronic Direct Mail (EDM) campaign has been deployed, it’s crucial to evaluate its performance and use the insights gained to refine your marketing strategy. Measurement allows you to assess the effectiveness of your campaign and make data-driven decisions to improve future efforts.

Begin by analyzing key performance metrics such as open rates, click-through rates, conversion rates, and unsubscribe rates. These metrics provide valuable insights into how recipients are interacting with your emails and can help you understand the effectiveness of your messaging, design, and targeting strategies.

Pay attention to trends and patterns in the data to identify areas of strength and areas for improvement. Look for factors that correlate with higher engagement or conversion rates, as well as any anomalies or unexpected outcomes that may require further investigation.

In addition to quantitative metrics, consider qualitative feedback from recipients, such as replies, comments, or survey responses. This feedback can provide valuable insights into how your audience perceives your emails and may reveal opportunities for improvement or new content ideas.

Based on your analysis of campaign performance and recipient feedback, update your database accordingly. This may involve refining audience segmentation criteria, adding new data fields or preferences, or removing inactive or unengaged contacts.

Regularly updating your database ensures that you have accurate and up-to-date information about your audience, enabling you to tailor your EDM campaigns more effectively and deliver more relevant and engaging content.

By measuring results and updating your database on an ongoing basis, you can continuously improve the performance and effectiveness of your EDM marketing efforts, ultimately driving better outcomes for your business.

Do you Need Help Deploying an Electronic Direct Mail Tool or Campaign?​​

We hope this article has helped you learn how EDMs can boost engagement with your audience and benefit your business. Email marketing is a powerful tool when used correctly, as it allows you to gain a direct line to your customers.

Best of all, these are the very people who have given you permission to reach out to them.

If you’re interested in creating a custom website with us, you can check out our web design packages prices and services.

Call +65-9824-5850 or contact us online to see how you can incorporate EDMs into your online digital marketing strategies to drive revenue for your business.