Email this, eDMs that — you’ve probably already heard that electronic direct mail (eDM) is a pretty big player in the marketing game.

You’ve likely also cottoned on to the fact that if you’re not yet incorporating eDMs into your marketing strategy, you had better get on to it pronto.

Well, guess what? We’re here to double down on that and convince you once and for all that you really, really, truly do need eDMs in your marketing mix.

We think these three reasons should get you over the line, but first let’s have a very short refresher on what exactly EDMs are:

Electronic Direct Mail encompasses building a database of customers and / or prospective customers whom you intend to communicate with via email to achieve a desired outcome.

So back to our three convincing reasons to get onto your email marketing:

1. Nurture leads and reconnect with old ones

Chances are you have a bunch of leads that are warming up slowly. You’ve probably got a few who were looking promising but have slipped under the radar for a range of reasons.

With a targeted email eDM campaign and a cleverly segmented database of contacts, you can start to reignite those old flames or keep on wooing leads super effectively.

Emails are a powerful way to keep building trusting relationships with customers or clients over time (and with very little effort or cost might we add).

2. Make it personal

Unlike social media, display ads and other digital marketing efforts, email is personal.

If you’re maintaining your database effectively (see more on CRMs), you will be able to have your eDMs sent out personalised to each customer’s name, addressing their specific stage in the buyer journey.

This combined with setting up some automated workflows to help manage streamlined questions as part of your eDM strategy will see you making some serious marketing magic.

3. Achieve genuine results

When it comes to getting the job done, i.e. converting leads and making sales, email remains one of the most impressive marketing channels.

In fact, the return on investment (ROI) you’ll gain through an eDM campaign is higher than SEO, content marketing and paid search!

So if you want to convert your leads into customers and sales, start introducing eDMs into the mix.

Get your eDMs right from the get-go

Your database of email addresses should be guarded like treasure. Don’t just start sending out a bunch of eDMs or an email newsletter without a plan in place. Every email is an opportunity for your audience to hit that unsubscribe button.

If you’re ready to reap the rewards of direct marketing via email, you need to be thoughtful, strategic, and smart about your approach. Each eDM needs to have a clear purpose, be on brand, and deliver value to the recipient.

Keen to get started but don’t know where to begin? AJ Marketing has got your back.