If you’re new to the communications industry, you may have heard the term ‘EDM’ been thrown around and wondered what exactly they were referring to. If you first thought of Electronic Dance Music then you’re not alone, but in this context, EDM actually stands for Electronic Direct Mail. Electronic Direct Mail is a form of digital marketing that uses email to promote a business’s products or services.

EDMs have become an increasingly popular marketing tool for businesses that want to target consumers in an easy and effective way. Email requires users to take some kind of action- whether it be open the email, send it to junk, or delete it all together. Your eyes can’t fail to see the powerful message those marketing gurus sent your way. 

macbook with gmail open on web browser

So how exactly do you use EDMs to target your audience you may ask? Well below are our top email marketing strategies that are sure to keep you out of the trash. 

1) Create a Powerful Subject Line

The key to ensuring users will actually open your email, is to create a powerful subject line. A good question to ask yourself is “why would someone want to open this email?”. Is it because you have a great offer, an unveiling of an exciting new product, or having a flash sale? Whatever it may be, users need to feel like they must open your email, and the subject line is the key to doing so.  

2) Get Creative

With tools such as Canva and Indesign, getting creative with your emails is now easier than ever! Some ideas include, creating an interactive header or logo, a personalised sign off, or adding some engaging graphics or gifs. The creative possibilities are endless so don’t limit yourself to only aesthetics, think about strategies that can engage users further, such as a fun poll or survey. 

3) Give an Incentive

In order to get something from users, you have to be willing to give something also, and this is where incentives come in. It doesn’t have to be much but giving users an incentive such as a discount code, a free eBook, or the chance to win a giveaway, is a great way to entice users and attract new subscribers. Because at the end of the day, who doesn’t love free stuff?

4) Segment Your Audience

Not everyone has the same likes and dislikes, and while they may have similarities, it’s important to understand what your audience is interested in. According to Hubspot, the more information you collect about your email list, the more opportunities you have to tailor your emails to resonate with them. There are many ways in which you may approach this, for example, breaking down your email list into small groups based on things like geography, age, education, behaviours, recent purchases, and more. 

5) Timing Is Everything

When it comes to sending the email, you want to ensure you pick a time when your audience is most active. To do this, you must first consider your audience’s lifestyle. Do they work a 9-5 job? Are they a student? A busy mother? According to Hubspot, the highest click-to-open rates are 10am at 21%, 1pm at 22%, and spike near 6pm. So whether they open their emails to begin the day or when they sign off, nailing the right time is key to the success rate of any email campaign. 

6) Test, Test, Test!

The only way you’ll truly know what strategies work for you, is by continuous testing. If one email strategy fails, try the next one, and the next one, until you find the perfect solution to your problem. Lower your expectations of nailing it the first time and you’ll get there in no time!