Electronic Direct Mail (eDM) marketing remains one of the most valuable tools in any small business’ marketing toolbox. With high ROI, low cost and versatile applications, eDM marketing campaigns are an ideal way to connect with both existing and potential customers.
But what exactly is eDM marketing? Let’s explore how this digital marketing strategy can benefit your business, optimise communication with your customers and boost your results.
RELATED: 8 examples of brilliant email marketing campaigns.
What is eDM marketing?
Electronic Direct Mail (eDM) marketing involves sending targeted emails to individuals who have opted in to receive communications from your business. This could include everything from promotional offers and product updates to newsletters and personalised messages. Unlike traditional email marketing, eDM integrates other digital marketing channels to create a broader, more comprehensive marketing campaign.
In 2024, eDM marketing is still a powerhouse, with an average ROI of $42 for every $1 spent. Whether you’re aiming to foster customer loyalty or drive immediate sales, a well-planned eDM campaign can help you achieve your marketing objectives.
RELATED: 5 email marketing terms you need to know.
Why EDM marketing is essential for SMBs.
For small and medium-sized businesses (SMBs), eDM marketing is a cost-effective and powerful tool that enables personalised communication with both existing and potential customers. It provides an avenue for brands to nurture customer relationships, enhance engagement and drive immediate sales with limited resources.
Cost-effective marketing with a high ROI.
As mentioned earlier, one of the standout benefits of eDM marketing is its exceptional return on investment (ROI). On average, businesses can expect an ROI of $42 for every $1 spent on email campaigns.
Personalisation and customer engagement.
eDM campaigns allow SMBs to create tailored messages that resonate with individual recipients, fostering deeper connections. By leveraging customer data, you can segment your email database and create campaigns that target specific customer needs and preferences.
Personalised and relevant content not only drives higher engagement but also increases the likelihood of conversion. Studies have shown that personalised emails generate a 122% higher ROI than non-personalised messages. Furthermore, tailoring your messages increases engagement as emails with personalised subject lines are 26% more likely to be opened.
Building long-term relationships.
Maintaining regular communication with your customers is key to building customer loyalty and trust. Unlike social media posts, which may not always reach your followers, emails land directly in a customer’s inbox. With 99% of email users checking their inbox daily, businesses have a prime opportunity to engage and stay top-of-mind with their audience.
Through consistent messaging, SMBs can offer valuable updates, exclusive offers and personalised content that keeps customers coming back. Keep reading to read more on how to build customer relationships. eDM campaigns also allow you to create a personal connection with your customers by delivering relevant messages. Whether it’s a birthday message, a follow-up email after a purchase, or a promotional offer, you’re building a relationship that fosters trust and customer retention.
In fact, 81% of marketers say eDM is key to acquiring new customers, while 80% credit it for retention. By providing value and addressing your customers’ needs, you can solidify your brand’s place in their inbox—and their mind.
Measurable and trackable results.
Another reason eDM marketing is invaluable for SMBs is its transparency and measurable outcomes. Tools like Google Analytics and email service providers offer insights into important key metrics such as open rates, click-through rates (CTR) and conversions. This means you can quickly identify what’s working and what’s not, allowing you to optimise future campaigns.
Multi-channel integration.
eDM marketing also integrates seamlessly with other digital marketing channels. By combining your email efforts with social media posts, content strategy and even offline advertising, you can create a comprehensive marketing campaign that amplifies your brand’s reach across multiple touch-points. Whether you’re running a promotional campaign or nurturing customer relationships, eDMs allow you to take a cross-channel marketing approach, providing more opportunities to engage your audience.
Setting clear campaign goals.
Before starting your eDM marketing campaign, it’s crucial to define clear goals. Are you aiming to improve your email open rates or increase your click-through rates? Perhaps you want to boost conversion rates for a specific offer or encourage customer feedback through surveys or reveiews.
By focusing on the right marketing strategies and objectives, you can fine-tune your campaign to ensure you’re delivering value at every step.
- Boost open rates: Focus on writing catchy subject lines that spark curiosity
- Improve click-through rates: Add dynamic content like videos and A/B test different versions to see what resonates best with your audience
- Enhance conversions: Ensure your call to action (CTA) is clear and compelling.
RELATED: Email marketing tips to improve your open and click-through rates.
Building an eDM marketing campaign.
Building an eDM marketing campaign requires careful planning and execution. Here are the steps to follow:
Step 1: Choose an email service provider.
Choosing the right email service provider (ESP) is crucial for the success of your eDM marketing campaigns. Look for an ESP that offers advanced features such as segmentation, automation and personalisation. Some popular ESPs include Mailchimp, Constant Contact and Sendinblue. When selecting an ESP, consider factors such as ease of use, scalability and customer support.
Step 2: Build your list.
Building a high-quality email list is essential for a successful eDM marketing campaign. You can build your list by collecting email addresses from your website, social media or offline events. Make sure to obtain explicit consent from subscribers before adding them to your list. You can also use email list building tools to help grow your list.
Step 3: Segment your list.
Segmenting your email list allows you to target specific groups of subscribers with personalised content. You can segment your list based on demographics, behaviour or preferences. For example, you can create segments for subscribers who have made a purchase, abandoned their cart or shown interest in a specific product. Use your ESP’s segmentation features to create targeted campaigns that resonate with your audience.
Creating effective eDM campaigns.
Creating effective eDM campaigns requires a deep understanding of your target audience and their needs. Here are some tips to help you craft compelling eDM campaigns:
Crafting your communications.
Crafting your communications is critical to the success of your eDM campaign. Emails should have a clear and concise subject line that grabs the attention of your subscribers and a visually appealing design that reflects your brand’s identity. Use personalization tokens to address subscribers by name and tailor your content to their interests. Incorporate a clear and prominent call-to-action (CTA) that encourages subscribers to take action and include social proof, such as customer testimonials and reviews, to build trust and credibility.
When crafting your eDM campaign, consider the following best practices:
- Use a customer-centric approach to create targeted and personalised messages
- Use data and analytics to inform marketing decisions
- Use segmentation to target specific customer groups
- Use automation to streamline and optimise marketing processes
- Use A/B testing to optimise email subject lines and content.
By following these steps and tips, you can create effective eDM campaigns that drive engagement, conversions and revenue for your business.
How to track your email marketing campaign performance.
Determining the performance of your email marketing is relatively simple. You can use these basic equations to work out your rates yourself:
- Open rate: (Number of opened emails ÷ number of people the email was sent to) x 100
- Click-through rate: (Total number of clicks ÷ number of emails sent) x 100
- Conversion rate: (Number of people who completed the desired action ÷ number of emails delivered) x 100.
Even though it’s simple enough to do it yourself, it’s even easier to use one of the many tools on the market for email marketing management and measurement. A number of these tools automatically calculate and track these metrics for you.
RELATED: How to measure the success of your email marketing.
Key tools for eDM marketing success.
Managing your eDM campaigns is easier than ever, thanks to a wide range of tools designed for small businesses. Platforms like Thryv, MailerLite and others provide comprehensive solutions to help you launch successful eDM campaigns.
Thryv: Designed specifically for small businesses, Thryv offers robust email marketing automation alongside a suite of digital marketing tools. With features like customisable templates, automation workflows and in-depth analytics, Thryv makes it easier for SMBs to scale their marketing efforts and increase customer engagement.
MailerLite: A great choice for businesses just starting out, MailerLite offers a free tier for up to 1000 subscribers. It includes essential features like drag-and-drop editors, automation and reporting, making it a cost-effective option for small businesses.
Sendinblue: Another budget-friendly alternative that supports not only email marketing but also SMS campaigns. Its intuitive interface, automation features and segmentation tools make it a great option for small businesses looking for a multi-channel marketing platform.
Benchmark Email: Benchmark is known for its easy-to-use design tools and drag-and-drop email builder. It’s ideal for businesses that want a simple yet powerful platform to manage their eDM marketing campaigns, with automation features and detailed reporting.
Moosend: An affordable, scalable option offering everything from email templates and segmentation to advanced automation workflows. Its user-friendly platform is great for businesses aiming to streamline their email marketing efforts without incurring high costs.
Best practices for 2025: A digital marketing strategy.
As we head into 2025, these eDM marketing best practice tips can help you stay ahead of the curve:
- Automation: Automated emails, such as welcome or abandoned cart emails, are proven to drive 320% more revenue than non-automated campaigns
- Personalisation: Emails with personalised content see a 122% higher ROI. Focus on segmenting your email database and creating tailored messages for different customer groups.
- Mobile-first design: With 81% of emails now being opened on mobile devices, it’s essential to ensure your emails are mobile-friendly to increase engagement.
In conclusion.
Email marketing continues to offer small businesses an unmatched opportunity to connect with customers, drive engagement and boost sales. With the right tools, strategies and a focus on personalised and relevant content, your business can turn a simple email campaign into a highly effective marketing powerhouse.
Sign up for a free trial with Thryv to see how it can ramp up your email marketing strategies and assist with the rest of your customer relationship management (CRM) needs.
