Cut through the noise: How to create eDMs that get results

Electronic direct mail (eDMs) remain one of the most efficient and cost-effective channels in a marketer’s toolkit. 

And, crucially, the most popular.

According to Dotdigital’s Global Benchmark Report 2025, 92% of consumers say email is their preferred way to receive marketing messages. 

But with inboxes fuller, customers savvier and privacy expectations higher than ever, marketers need to evolve their email strategy to stand out. 

Here, we outline 9 ways to cut through the clutter and drive lasting engagement. With insights from Mike Zeederberg, ADMA instructor and Managing Director of digital marketing agency Zuni, this guide is built for the modern marketer.  

1.    Don’t skip the strategy

When deadlines loom and content needs pushing, it’s tempting to bypass the bigger picture and jump into campaign mode. But this, Mike Zeederberg argues, is a mistake.

‘It’s important to take a step back and look at the role email plays within your organisation,’ says Mike. ‘Start with your business objective and then look at how email campaigns work within that.

Then you can ensure they’re driving the outcomes you need.’
Consider what you want each campaign to achieve: sales, re-engagement, brand loyalty? Where does it sit in your broader customer journey? 

Without clear answers, even the most carefully crafted eDMs will struggle to move the needle where it counts. 

2.    Use data with intent – and integrity

Data drives everything from performance and personalisation to automation and segmentation. But only if it’s clean, compliant and current.

That means you need to build on zero- and first-party data – not assumptions or borrowed signals. And be sure to collect data transparently and with purpose by using opt-ins, gated content and preference centres. This all builds trust and ensures you’re reaching people who actually want to hear from you.

Given Australia’s evolving Privacy Act, these standards are non-negotiables. 

3.    Personalise what matters

‘Email is one of the few platforms where it’s reasonably easy to deliver a relevant message to your database, especially compared to social media and websites,’ says Mike.

So make the most of it. Go beyond a personalised greeting (Hi, [First Name]!) and tailor content based on:
•    Lifecycle stage
•    Interests
•    Previous behaviours

Then, use dynamic content blocks, behaviour-triggered sends and location-based offers to deliver more relevant, effective campaigns. 
With tools like Salesforce, Klaviyo and Oracle, you can personalise at scale. And AI can dynamically select the best product, message or offer for each user. 

But don’t overdo it. Personalisation can drain time and budget, and when poorly executed, can feel invasive. Use it sparingly – and only where it adds value.

4.    Nail the copy (starting with the subject line)

Too many emails fail before they’re even opened. Your subject line is your first – and often only – chance to earn attention. So don’t rush it. 

Top tips? Keep it under nine words. Use active language. And steer clear of clickbait tactics that might land it in the spam folder (e.g. all CAPS, excessive punctuation, false urgency). 
Many email platforms will flag risky copy as you build. But if you want to be extra cautious, there are online tools you can use to scan for common spam triggers. 

Next, use your preview text as a second hook, NOT a repeat of your subject line. 

Then, get to the point quickly in your body copy. Keep it clear, scannable and benefit-led (what’s in it for the reader?). Write in your brand voice – whether that’s cheeky, professional or straight-talking. And keep your tone human. 

Using generative AI like ChatGPT? That’s fine. But treat it as a starting point. Refine it heavily, add personality, check for accuracy and align it with your brand voice. Generic filler won’t cut through.

5.    Prioritise mobile UX 

With most people reading their emails on phones, a mobile-first design is essential. So, ensure you: 
•    Use single-column layouts
•    Keep headlines tight 
•    Check that CTA buttons are thumb-friendly
•    Include alt text for images 
•    Avoid dense blocks of text

Some ESPs (Email Service Providers) offer AI-assisted design features that automatically adjust layouts for different screen sizes or user preferences. Make the most of this if your platform offers it.

6.    Refine your client database 

When building your database, focus on quality, not quantity. Because a big list size means nothing if your audience isn’t engaged.

Grow your list using value-driven tactics like gated content, referral incentives or competitions. But always get clear consent before collecting and using consumer data. Then keep your list clean with automated suppression of hard bounces and disengaged users.

In the long run, healthy lists drive better deliverability, stronger performance and a more loyal customer base.

7.    Time your send based on behaviour, not assumptions

Forget the old ‘Tuesday at 10am’ rule. Today’s best-performing send times are based on actual user behaviour.

Many modern ESPs now include AI-driven send-time optimisation, which tailors send windows based on each contact’s historical open patterns. Some tools also adapt frequency and cadence based on seasonality or signs of email fatigue. 

It’s smarter, more respectful marketing – and it gets better results.

8.    Test consistently and creatively

‘Always test subject lines. It’s easy and it makes a difference every time,’ says Mike.

But don’t stop there. Test everything from layout and tone to CTA style and personalisation strategy. The key? Change one variable at a time to learn what’s really working.

A good ESP should make A/B testing seamless. Some now use AI to run multivariate tests and serve top-performing combinations dynamically. As platforms get smarter, so should your testing.

9.    Benchmark your performance with the right metrics

You can’t improve what you’re not measuring. And vanity metrics won’t cut it. Track what counts.

Thanks to Apple’s Mail Privacy Protection and similar updates, open rates are no longer a reliable benchmark. What matters now is CTR (click-through rate), unsubscribes and conversions. 

According to Dotdigital’s Global Benchmark Report, the average global email CTR across industries is 3.1% in 2025  – a useful reference point for measuring your performance.

If your platform offers it, tap into predictive analytics to forecast churn, lifetime value or ROI. Smart metrics give you smart insights – and the power to refine your strategy over time.

Ready to elevate your email strategy? Join Mike Zeederberg on ADMA’s Email Marketing Strategy course to learn how to build campaigns that deliver.