What is EDM Marketing? How is it Different from Email Marketing?
Can email marketing and EDM marketing be used interchangeably? This blog will let you delve deep into the same and learn more about the value of emails.
Many people still believe that emails are a thing of the past! But do you think so? According to a recent survey, emails are one of the most influential forms of marketing compared to other communication tools and channels. It is projected that by the end of 2023, the number of emails sent and received will cross a count of 333 billion. And that too, for a business based not just in the USA, but anywhere across the globe.
We receive multiple emails daily, but most don’t get opened or land in the spam folder. To avoid such situations, it is essential to establish effective B2B email marketing campaigns that boost the highest return on investments. Most of us might have heard of email marketing, but do you know anything about EDM (Electronic Direct Mail) marketing? Before diving into the deep ocean, you must know that two can’t be used interchangeably. Instead, EDM is the next step to personalize your marketing efforts.
What is EDM Marketing?
EDM (Electronic direct mail) marketing is a form of email marketing strategy used by companies to build brand loyalty and trust among a large group of masses, which includes its current as well as potential customers. Unlike email marketing, where companies send commercial emails to their subscribers in the form of email marketing campaigns, B2B newsletter, promotions, etc., EDM is a multichannel approach to building relationships and increasing sales.
The driving factor in this style of marketing is that it can work well for almost every type of business and is majorly used in the form of social media, text messages, email, printed materials, case studies, out-of-home (OOH), etc. Whether running a non-profit business, eCommerce business, or service-based business, EDM is the perfect choice for lead generation.
EDM Marketing vs Email Marketing
Simply said, EDM is an in-depth counterpart of traditional email marketing. B2B lead generation requires following an effective ‘marketing rule of seven.’ This rule states that a potential customer needs to see or hear your marketing message at least seven times before buying the products or services from you. Well, traditional email marketing cannot fulfill this effectively because it involves sending emails through a third-party provider in hopes of getting them converted into loyal customers, thus, building an emailing list. In contrast, EDM marketing starts with e-blasts, and then retargets ads, personalizing them depending on the segment and demographic of each user to capture those who
have seen the mail. EDM can also establish different forms of campaigns, such as remarketing and offline events, social media, drip marketing campaigns, promotion and CRM, etc.
You might wonder what drip marketing is! Well, this is a form of direct marketing that involves sending marketing information to the customers continuously at defined intervals. Here, you don’t sell the product or service directly at the first interaction. Although it is a time-consuming process, it is result-oriented. Some of the common B2B drip campaign examples are engagement emails, welcome emails, event drip emails, educational drip campaigns, up-sell products drip campaigns, etc.
Building an EDM Campaign in 5 Steps
Now that you know about the benefits of B2B direct mail, lead generation can be more effective and result-oriented by following these 5 steps for building an EDM campaign for your business based in the States.
Start by enticing your audience with an attractive lead magnet. For example – Discount code, free trial for a defined time, etc. Next, embed multiple types of lead capture buttons and forms to collect your customer’s contact details. Redirect each of your social media profiles and ads to a dedicated lead capture page. Last but not least, use your physical stores to capture customer’s email IDs.
- Segmentation – Once you have created your list, start segmenting it. This is an important step in B2B email marketing services, to ensure the data is sent only to the relevant subscribers. For example, if there is a sale on women’s apparel, then informing the male subscribers doesn’t make sense.
- Demographic – It defines the ‘who’ of market segmentation. Here, the audience is targeted based on their income, age, ethnicity, etc.
- Psychographic – It defines the ‘why’ of market segmentation and segregates customers based on their hobbies, life goals, interests, etc.
- Geographic – It defines the ‘where’ of market segmentation. It involves grouping your customers based on country, city, region, postal code, etc.
- Behavioral – It represents the ‘how’ of market segmentation. It is an essential factor, especially for eCommerce businesses. Some of its segments include – brand loyalty, spending habits, etc.
Email Campaign Creation – Now is the time to create a campaign to be sent to your email list. Creation steps may slightly differ with different email platforms.
Conclusion
If you think we answered all your questions right, don’t shy away from getting in touch with us so we can take your business to the next level of success. Contact SkyTrust, your digital transformation partner in the USA, today!
