The acronym EDM stands for Electronic Direct Mail and t’s something that anyone in the 21st century is familiar with. Hundreds of billions of emails are sent around the world each day, landing in the inboxes of the 4 billion daily email users.
EDMs are one of the most popular ways to share information with your customers organically, it’s the third most popular distribution channel with 87% of marketers using it, falling only slightly behind social media at 91% and the company website at 89%.
So if you’re not already using EDMs in your marketing portfolio, why should you?
Email marketing is an “opt-in” form of marketing that cuts through much of the noise of other channels, the people on your email database are already familiar with your brand and have chosen to hear more from your business. Unlike Google or Facebook advertising the goal of email marketing isn’t to acquire new customers but to build and strengthen relationships and increase conversions.
Once you have built a strong database many of the platforms will allow you to further segment your lists to send emails to specific customers based on their interactions or interests. Mailchimp statistics show that segmented campaigns have clicks that are 100.95% higher than non-segmented campaigns.
With any marketing campaign, it is important to be able to measure the success and with email marketing, it’s made remarkably easy. All providers offer some form of analytics with many providing a plethora of useful information. Basic metrics will show you how many emails were opened, reopened, which links were clicked and how many people unsubscribed.
All this information informs a new, informed strategy that helps you continue to build a strong and fruitful relationship with your customers!
There are a plethora of different services out there and depending on the size of your database, many of them are free! If you’re a new business just starting out or a hospitality venue that caters to a specific locality these services are perfectly adequate and offer an entry point into marketing Customer Relationship Management (CRM) with signup forms, landing pages, and basic brand tools.
If you choose to use a paid service the results often cover themselves! Email marketing sees an average Return on Investment (ROI) of $36 for everyone $1 spent. That’s not to say that you will see results simply by throwing money at it, as with all marketing: content is king!
Seriously good for brand identity!
Many businesses fall into the trap of thinking that EDMs are only successful if they result in sales, however, there is incredible value to strengthening your brand awareness!
The Hospitality Example: Over the last 2 years of lockdowns and general uncertainty, many hospitality venues that were unable to trade picked up their social media posting and began sending emails to their customers when previously they wouldn’t have. Some venues shared recipes to their signature dishes, while many bars offered up at-home cocktail tutorials. Sharing engaging or useful content directly to interested patrons reminded people what it was they loved about these venues and helped bring them back through the doors as soon as they could.
They tie together a successful digital marketing strategy.
Marketing has always been about connecting with your audience at the right time, with 99% of email users checking their email each day and some up to 20 times daily, your EDM might could arrive at the perfect moment.
Social media is a great tool and very helpful for generating new leads and building brand trust but with so much content being produced there is no guarantee it will end up on all the right newsfeed! On the other hand, 90% of emails reach their intended destination.
Regardless of the type of business, your EDMs can add incredible value to your business and foster stronger and more meaningful relationships with your customers. We don’t suggest sending an email to your database every day but in a Mapp Digital customer survey, 100% of participants said they like to hear from the companies they receive emails from regularly.
Why don’t you drop your customers a line? They’d love to hear from you.