26 May 2021

  • Digital Marketing
  • Digital Campaigns

How to build the best eDM campaign in 10 steps

eDM (Electronic Direct Mail) remains one of the best performing digital marketing channels. eDM marketing is a process of sending promotional emails to generate sales and leads. The main objective of eDM marketing is to develop a good relationship with your existing customers by delivering a high quality relevant content to them to ensure they choose your business next time they would like to purchase a product that your business offers. So, it’s very important to get your marketing emails right.

So, where do you start?

Follow these 10 steps to ensure your eDM campaigns are built following best digital practices:

1. Build your client database

A good EDM campaign needs to be targeted which means your promotional EDMs need to be sent only to people that are interested in your business or have already bought from your business. Below are some channels examples you can use to build your client database:

  • Your business website
    Create a “subscribe to our newsletter” button – this will help you collect contact details of the people that are interested in your business.
  • Social Media
    Good social media content helps your brand exposure and generates interest around your product and services, prompting people to visit your website. Social media ads are usually optimised for purchase or content views but can also generate various website form submissions, helping collect contact details from your potential customers.
  • Search campaigns
    Similar to social media ads, Search campaigns (google ads) often generate subscriptions and leads in addition to sales and conversions.
  • Off line campaigns
    Print ads, TV commercials, billboards are all examples of off line advertising which create brand exposure which leads to a boost in website traffic, usually from Direct Channel (in Google Analytics).

2. Choose your email marketing automation platform

Choosing a good marketing automation platform can make or break your eDM campaign’s performance. It’s important to choose a platform that is easily integrated into your current CRM as well as one that fits your budget. Good marketing automation platforms will allow you to:

  • generate a detailed campaign stats report
  • segment your database to send your marketing offer to the most relevant audience
  • run an A/B tests to determine which eDM campaign elements perform the best
  • create automated email sends to help you qualify, or “warm up”, your current leads
  • generate a dynamic content – serve the most relevant content to your database individuals without having to create multiple versions of the same email

3. Build your email template

Your eDM templates should be designed following your business brand style guidelines and look consistent with your other creative assets. They also should be easy to read and update – make sure your email automation platform has a good email editor or alternatively use a separate email builder platform. Make sure your eDM template is optimised for mobile devices. Always include an “unsubscribe” link in all your emails.

4. Create a good email subject line

Your eDM subject line will define your email open rate. Short, straight to the point, personalised subject lines perform the best. Also, make sure you check your subject line spam score to help prevent your email ending up in a spam folder – there are plenty of free online tools you can use for that.

5. Set up your eDM campaign goal

Before you start writing your email copy, set up a clear campaign goal – define what would you like your target audience to do when they receive your email. Some examples of eDM campaign goals are: purchasing your product, website content view, social media engagement, completing the purchase of the abandoned cart etc.

6. Write engaging email copy

Make sure you understand your target audience and use the tone of voice that will resonate with them. Your first email sentence/paragraph is very important because it will define whether your customers will continue reading your email. The first few sentences need to entice people to continue reading and click a CTA button. Your Call to Action (CTA) should be short, clear and straight to the point.

Don’t make your email copy too long – it should act as a teaser for your landing page content. Your email copy and CTA will define a click through rate (CTR) and ultimately your campaign conversion rate.

7. Build a good landing page for your eDM

Ensure your landing page content follows your eDM copy and offers more valuable details to your users. Run cross device and cross browser testing for your landing page and ensure that your page is optimised for mobile devices.

8. Choose the best time slot to send your eDM

Before you schedule your eDM campaign, consider your audience demographic, their daily habits and schedule. Most marketers believe that the best days to send your eDMs would be Tuesday/Wednesday mid-morning. It makes sense because by midweek everyone has settled into their week and is up-to-date with their emails. But for some brands, a weekend send time make more sense, especially if you want your audience to relax and spend some time browsing through your content and landing page.

9. Test. Optimise. Repeat.

Always test different versions of your eDMs. You should be testing different versions of your subject line, images, CTAs, designs and copy. A/B testing refers to the process of sending different versions of your eDMs to different segments of your database with the objective of working out what version performs the best. Once the test is complete and the best performing version determined, the winning email version will automatically be sent to the rest of your database. Always test only one variable at a time, otherwise it will be impossible to determine why one version of your email performed better than the other.

10. Assess your eDM campaign performance

The final step – and the most important one – always check your eDM stats and leverage this data for your next campaign. Two days after your eDM blast was sent would be a good time to assess your campaign performance and determine what worked the best and what didn’t work so well. Use your campaign analytics for your next A/B testing strategy.

This infographic will give you an overview of eDM best practices and analytics.

View infographic

Need more info?