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What Is EDM Marketing? [Guide for Effective Campaigns]

Written by, Alex Bosnjak

Updated April, 17, 2022

What is EDM marketing? Many business owners have been asking this question lately. EDM, or Electronic Direct Mail, is an increasingly popular way to market your business. It can be very effective in driving sales and generating leads

In this blog post, I’ll discuss the meaning of EDM marketing, how to create an EDM campaign, and its benefits.

What Is EDM Marketing?

EDM marketing, or electronic direct mail marketing, uses email to send promotional messages to current and potential customers. You can use these campaigns for promotion, sales, events, new products, or anything else that would interest your target audience.

EDM marketing campaigns are mobile-friendly and can easily be shared on social media, making them a great way to reach a larger audience. They’re also cost-effective, and you can customize them to target specific demographics.

Besides email communication, you can use PPC (pay-per-click) ads and SMS to back your EDM campaign.

Differences Between EDM Marketing and Email Marketing

EDM marketing is a type of marketing that uses email to promote and sell products or services. In contrast, email marketing is a form of direct marketing that uses email to communicate with current or potential customers.

EDM marketing campaigns are usually shorter and more focused than email marketing campaigns. They typically have one specific goal, like increasing sales of a new product or service, and use targeted content and calls-to-action to achieve it.

How to Create an EDM Marketing Campaign?

To create an effective EDM marketing campaign, you’ll need to consider:

  1. Your Goal — What do you want to achieve with the campaign? For instance, the answer could be promoting or selling.
  2. Your Target Audience — What type of customers are you trying to reach?
  3. Type of Content — What content do you want to include?

After figuring out these answers, follow the steps below to create your EDM campaign.

1. Pick an Email Platform

Research some email marketing platforms and see which one will be the most useful to you. Go through their plans and check their free trial option to test them.

2. Build an Email List

You’ll need a list of email addresses to send your campaign to. You can get this by: 

  • Lead Magnet — To get people to sign up for your email list, you’ll need to offer them something in return. That’s what a lead magnet is. It can be anything from free ebooks and trials to product discounts.
    • Your lead magnet should be something your target audience will find valuable, so choose wisely!
  • More Ways to Sign Up — Besides your lead magnet, you can offer other ways for people to sign up for your email list. That could be a link on your website or a sign-up form on your social media accounts.
  • Landing Page — A specific page on your website designed to convert visitors into email subscribers. It should have a strong headline, an enticing offer, and a clear call to action.

3. List Segmentation

Once you have your list of email addresses, you’ll need to segment it into smaller groups. That will allow you to send targeted messages to specific groups of people, resulting in higher engagement rates. Here are the typical segmentation types:

DemographicThe most common form of segmentation allows you to target people based on age, gender, location, and income.
BehaviouralBehavioural segmentation is based on past purchases, clickthrough rates, and email engagement.
PsychographicThis type of segmentation looks at people’s lifestyles, values, and interests.
Geographical It lets you target people based on their location.

4. Create a Campaign 

Now it’s time to create your campaign. Write compelling copy, design attractive visuals, and include an enticing call-to-action. Here are a few more tips:

  • Personalisation — By adding a personal touch, you can make your subscribers feel valued and appreciated. That will encourage them to engage with the brand and continue doing business with you. By segmenting your contact lists, you can send highly personalised messages relevant to your subscribers’ interests.
  • Use Images — Adding images to your emails will make them visually appealing and help subscribers engage with your content. Just be sure to use high-quality images relevant to your email’s content.
  • Utilise CTAs — Every email should have a purpose. That could be to encourage recipients to buy a product, sign up for a newsletter, or download an ebook. Your CTA should be clear, concise, and to the point
    • Create a sense of urgency in your email subject line and content to encourage recipients to act fast. For instance, that could be in the form of discounts or exclusive offers that are only available for a limited time.
  • Include Contact Information — Email, website, and social media platforms.
  • Unsubscribe Button — Make it easy for recipients to unsubscribe from your emails if they wish to.

5. Set the Autoresponders 

An autoresponder is a series of emails automatically sent to subscribers after they sign up for your list. 

Autoresponders can be an excellent way to nurture leads and build relationships with prospects. If you want to send them in just a few minutes, check my review of Mailerlite.

6. Track the Metrics

Once you send your campaign, it’s essential to track the metrics for its performance. By doing that, you can determine what worked well and what to improve for future campaigns.

  • Clickthrough Rate — It measures how many people who received your email clicked on the links in it.
  • Open Rate — This measures how many people who received your email opened it.
  • Unsubscribe Rate — Shows how many unsubscribed from the email list after receiving your email.
  • Bounce Rate — This demonstrates how many people’s emails bounced back after receiving your email.
  • Growth Rate — Shows how many people subscribed to your email list after receiving your email.

By tracking these metrics, you’ll see what works for your business and adjust your campaigns accordingly.

7. Retargeting Campaigns

A retargeting campaign is online advertising that lets you show ads to people who have visited your website or interacted with your brand.

They can be highly effective in driving conversions because you’re targeting people who are already interested in your offer.

Benefits of EDM Marketing

Using EDM marketing to promote your business comes with numerous benefits. Some of the most notable ones include:

  • More Conversions — EDM campaigns have been shown to bring more conversions than other types of marketing.
  • Increased ROI — This type of campaign typically has a higher ROI than other marketing channels.
  • Better Engagement — It has better engagement rates than different types of marketing because you can target specific groups.
  • More Personalisation Options — You can personalise EDM campaigns more than other marketing channels, resulting in higher conversion rates. They’re very flexible, and you can adapt them to your changing needs.
  • Building Relationships — Electronic direct mail campaigns can help you build relationships with customers by providing valuable content and offers.
  • Increased Brand Awareness — EDM campaigns can increase brand awareness by reaching a larger audience.
  • Cost-Effective — EDM campaigns are cost-effective, especially compared to other marketing channels.


EDM marketing is a type of digital marketing that uses email to promote products or services. It’s a way to reach customers directly. So, it can be an effective way to generate leads and sales.

To create an EDM marketing campaign, you’ll need to gather a list of email addresses, segment it into groups, and create targeted content. You’ll also have to set up a template and schedule your emails.


What should be included in EDM?

Your EDM should include a catchy subject line, attractive visuals, and compelling copy. Also, it should have a clear call to action.

How long should an EDM be?

EDMs can be any length, but it’s crucial to ensure that your email isn’t too long. Otherwise, people may not read it.

Why is EDM important?

It helps marketers send targeted messages directly to consumers. That can effectively promote sales and generate leads. Also, EDM marketing can help build brand awareness and loyalty.

What is the difference between EDM and email marketing?

The main difference is that email marketing focuses on sending promotional messages to a list of subscribers. In contrast, EDM (electronic direct mail) sends messages to targeted individuals or groups. So, what is EDM marketing? If you can’t answer that, scroll up and read the article.