Email Direct Marketing, or EDM for short, is a form of marketing where a company can target potential users through their email addresses. The first ever email campaign was sent in 1978 and astounding resulted in over $13 million in revenue. Now given we live in the digital age, those numbers are far from achievable, but EDMs are still an effective channel to target.
This type of digital marketing has been around for as long as the internet has and will be around for as long as people use emails as a form of contact. It may not have the clout of some new marketing channels that have popped up in the last decade, but still has validity in this modern world.
In a nutshell, Email Marketing is the process of targeting customers or clients through email or some form of email platform.
Contrary to what many people believe, Email Marketing is not spam. Nor is it a personal email between two friends. EDMs are somewhere in between. Email Marketing is about connecting with potential customers (and bring more creative than just a big SALE in the subject topic) or building on an already existing relationship from a previous customer.
While you can send out individual emails one by one (and take half a week doing that alone), there are many platforms out there to streamline this process, such as MailChimp.
While over 90% of users check their email on a daily basis, 78% of those users have unsubscribed from a mailing list because a brand was sending too many emails.
There is a wide variety of benefits when it comes to Email Marketing, none more so than the fact that over 3.8 billion people use some form of email worldwide. This makes it that much easier to get in front of a larger audience (if that is what you are trying to achieve).
The Return on Investment (ROI) isn’t too shabby either. On average, for every dollar spent on a well-run Email Marketing campaign, $38 is generated. Now again this is the average, but given it has the potential to have a 3,800% increase on your investment definitely makes this a marketing channel to pay closer attention to.
Another reason to think about investing in Email Marketing is the fact that when it comes to B2B businesses is the fact that nearly two-thirds of customers converted when it comes to direct email messaging. So, if you are B2B company and you don’t have an Email Marketing strategy, then you are clearly missing out on some incredible opportunities.
And finally, when Email Marketing is compared to the new, cool marketing channels like Social Media Marketing and Google Ads, remember this, a recent study shows that email messaging is 40x more for customer acquisition than Facebook and Instagram.
If and when you decide to add an Email Marketing Strategy as a part of your digital marketing strategy, there are a few steps you need to take to ensure you are utilising this new channel to its fullest potential:
Establish Your Goals
Like any other new marketing strategy, it is imperative that you establish your goals. Who do you want to reach? What is the average open rate you wish to achieve? These are questions that need to be answered almost immediately.
Define Your Audience
Once the goals have been set, then you need to further define your audience. The only way for an Email Marketing strategy to succeed is to attempt to personalise the email for a specific person. Sending an email outlining the newest fashion trends for women aged 20-25 won’t be particularly effective to a middle-aged man who enjoys a round of golf on a Sunday.
Capture Email Addresses
Unlike other online marketing channels such as Facebook and Google Ads, an Email Marketing campaign needs email addresses to succeed, and unless you want to end up in the dreaded spam folder, you need to acquire them legitimately. This is where generating a subscriber list becomes extremely important. Having things like weekly newsletters, special offers or even E-Books can come in handy when attempting to create said list.
Selecting the right Email Marketing Campaign
This one is always subjective. How do you create the right Email Campaign that is tailored for a specific customer when you are sending out hundreds of emails a week? This is why it is handy to have an Email Marketing platform such as MailChimp. With these platforms, you can sort the list you have generating into groups and decide if one would be better suited for a newsletter and another would prefer a recently written blog.
Make a Schedule & Measure Results
Once all of the above has been sorted, it is time to make a schedule and then measure the results. Decide how often the emails should be sent and once the first couple have been delivered, measure the results and see if the campaign needs to be reviewed.