With the increasing use of digital marketing, electronic direct mail (eDM) is becoming a popular way for businesses to reach their target audience. In fact, there are 244.5 million email users in the United States alone and 306.4 billion emails are sent and received daily worldwide.
Almost everyone in the world has an email address and email marketing continues to boost the highest ROI, making email marketing strategies essential for your business’s marketing efforts.
If you are already using email marketing but not eDM marketing – then it’s high time you should proceed with the one to improve your marketing efforts. Implement strategies suggested by direct mail campaign companies to craft a campaign.
An eDM campaign can help you to promote a new product, drive traffic to your website, and increase sales. However, creating an effective eDM can be a daunting task. Here, we will discuss what eDM is and why is it essential for businesses and how you can create one that resonates with your audience.
What Electronic Direct Mail is?
Electronic Direct Mail (eDM) is an integral part of any marketing communications toolkit and the workhorse for lead generation campaigns. In general, it is a form of digital marketing that involves sending a commercial message directly to a group of people through email. The message can be in the form of a promotion, newsletter, or announcement.
While email marketing is just sending mail through third-party providers, an EDM campaign follows with retargeting ads to support social media campaigns or printed ads in magazines.
Unlike traditional direct mail, eDM is cost-effective, measurable, and allows businesses to reach a larger audience in a shorter amount of time. Whether you are running an eCommerce business, a service-based business, or a non-profit, an effective EDM marketing strategy by one of the direct mail campaign services can help you increase your response rates and conversions.
Tips to Create an Electronic Direct Mail
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Define your target audience:
Knowing who you want to reach with your eDM is important to craft a personalised message. Make sure to segment your email list based on your audience’s interests, demographics, or behaviour.
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Craft a compelling subject line:
Your email’s subject line should convey your key message upfront. Your subject line should grab your audience’s attention and entice them to open your eDM. Keep it short, engaging, clear, and relevant. Where possible, let readers know what the message is at a glance and what’s in it for the recipient to make them open your email. Your content should be engaging, informative, and provide value to your audience. Use a conversational tone and personalise it with the recipient’s name.
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Design an Attractive eDM:
Use a pre-designed template or create your own to match your brand’s style and message. Make sure it is mobile-responsive and includes a clear call-to-action (CTA). The well-designed layout looks good on internet browsers. Design your email content in a way that the message gets across with or without images. You also get the job done by getting help from the best print and mail services.
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Optimise for Mobile:
- The heading – If you have finalised a character count as short for eDMs, it should be even shorter when displaying on mobile devices. Try conveying your key message within the first 15 characters and include pre-header text to give a preview of what the message includes, if headers are capturing the recipient’s attention, you can build pre-headers upon it.
- Once-column layout – Include content that can easily be scanned by mobile users. Adopt a one-column layout so they don’t have to scroll horizontally. The easier it is to read, the more likely to get converted.
- Finger-tapping good – Design your CTAs to be in a fixed dimension so it’s finger-friendly, and make it easy for readers to spot them by leaving sufficient blank space around the CTA button.
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Captivating CTA:
As suggested by mailing companies in the USA, limit each eDM to one CTA or more if required, and develop a hierarchy that keeps readers cued via visual prominence. For instance, if an eDM is focused on getting sign-ups for an event, designing the sign-up button or link to be the most prominent with less emphasis on general CTAs.
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Distribute offer into multiple eDMs:
Avoid cramping everything into a single eDM. Instead of including more text, ensure to include enough space and a clear visual hierarchy of what’s more important to be included in the content. Whether it is through the use of headers, design layouts, or typography, maximise impact and finish it off with an unambiguous CTA.
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Let it load faster
Make sure the file size isn’t much large that all effort will go to waste. Large-size files prevent content from loading faster, leading readers to head exit. To avoid deliverability issues, design eDM with a smaller size file meaning limiting the size and number of images in the format.
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Test your eDM:
Before sending your eDM, test it to make sure it looks good and functions properly across different email clients and devices. Divide your email list into different segments based on their interests, demographics, or behaviour to personalise your eDM and increase its relevance to each recipient.
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Schedule timing that works for everyone:
Choose the best day and time to send your eDM based on your audience’s habits and preferences. Avoid peak mail traffic times such as Mondays and Fridays. After sending your eDM, through a direct mail marketing company in the USA, track and analyse its performance to see how it’s resonating with your audience. You can use this data to improve the next campaigns.
Final Thoughts
Electronic direct mail is a continuous marketing effort to build a personalised brand experience through your marketing. It is all about creating trust, brand reputation, and building relationships that convert with your customers.
If you are unsure of how to get the most out of electronic direct mail, reach out to a direct mail printing company to get the job done. They won’t only offer you tailored lead capture and email remarketing strategies to boost your business revenue and customer loyalty.
