Why your brand needs regular EDMs
Email is a universal way of communicating online and the simplicity of crafting an email makes it a wonderful channel for marketing your business. So, how can you utilise emails to help reach more customers and increase sales? Through an effective EDM marketing strategy!
Despite the rise of social media, instant messaging, business collaboration software and AI technology, email is the one digital platform that’s truly stood the test of time. We were emailing each other before the launch of Instagram and TikTok and we’ve never really stopped, have we? So, it makes sense to incorporate this easily accessible channel to help you connect with new and existing customers.
Don’t have an EDM marketing campaign for your business yet but want to learn more about it? Keep reading to discover five ways an EDM marketing strategy can elevate your business!
Audience engagement
Audience engagement is a crucial part of any digital marketing strategy, as it allows you to connect with your customers and understand what they do and don’t like.
By regularly sending out EDMs, you’ll be able to not just keep your brand fresh in the minds of your subscribers, but also learn about what your customers are looking for as they interact with different content within your EDM.
But be careful though – you don’t want to be sending them too frequently! It’s easy to fall into the trap of sending EDMs too regularly to learn more about what your customers want. However, doing this may result in your EDMs being pushed into your customer’s junk and spam folders, or in your customers unsubscribing.
Sending one to two emails to your subscribers per week is more than enough, and once you’ve sent them, monitor how your audience interacts with them to help you create a more effective EDM marketing strategy.
Brand awareness
Consistent messaging through EDM marketing will help build and reinforce brand awareness, as well as create a memorable brand identity. When creating your EDM content, try to stay within your brand’s specific brand guidelines.
Utilise your unique colour palette, fonts, tone of voice, and photography, to build cohesive EDMs that reinforce your brand’s message and image. Straying away from this could result in customers feeling confused and unsure about the content they’re engaging with. So, make sure you don’t get swept away and stick to your own fabulous branding!
Customer retention
By providing valuable content, exclusive offers, discounts, or loyalty rewards in your EDM marketing, you can entice your customers to stay engaged and interested in your brand – meaning they’re bound to make additional purchases!
People want a reason to engage with you and your brand, so you may as well give them one! Offer a discount code new customers can use once they’ve subscribed to your EDMs or launch new products and collections to your EDM subscriber list before you post about them on your social media channels.
Traffic and sales generation
EDMs are a great way to drive traffic to your website, online store, or specific landing pages. The key to driving more traffic to your websites and increasing sales with email marketing, however, is to keep it simple. Online shoppers can easily become overwhelmed with choice when it comes to product selection and may decide to avoid purchasing products altogether if the process seems to be too complicated. So, to keep shoppers interested, make sure to link directly to your products and campaign pages in your EDMs to narrow your customer’s focus and keep them hooked.
Data insights and optimisation
EDMs provide valuable data and insight into your audience’s behaviour, preferences, and engagement patterns. You can analyse metrics such as open rates, click-through rates, and conversion rates, to help inform future content strategies, schedules, and plans. The more data you have, the easier it will be to understand the behaviour of your customers and by sending regular EDMs to your audience, you’ll gain more knowledge about your audience and how you can effectively connect with them.
Ready to start building your own EDM strategy? Let us know and we can help you get started.