EDM marketing consists of strategizing and creating a list of prospective clients to whom you can send out relevant email communications after proper segmentation.<\/p>\n\n\n\n
Besides, EDM marketing strategy also utilizes other channels like social media, printed material, SMS, push notifications<\/a>, etc. to build your email list and drive conversions through the leads. This tactic works for all kinds of businesses, be it eCommerce, SaaS, or non-profit organization. As it takes 6 to 8 touchpoints before converting subscribers to actual paying customers, EDM marketing becomes all the more important. <\/p>\n\n\n\n While EDM and email marketing both utilize emails to drive business growth, EDM marketing is much more comprehensive. EDM marketing, in its true sense, starts with generic email blasts, followed by retargeting ads. Such an omnichannel approach will help reinforce the first communication sent through email. It adheres to the rule of seven according to which a prospect must see or hear your marketing message at least seven times before they purchase from you. <\/p>\n\n\n\n Now, we will switch to the \u201chow\u201d of EDM marketing campaigns. <\/p>\n\n\n\n How to Formulate an Impressive EDM Marketing Campaign?<\/p>\n\n\n\n As shown in the chart above, an EDM marketing campaign entails a couple of more steps when compared to conventional email marketing. <\/p>\n\n\n\n You can squirrel away your resources if you have an ESP in place. However, if not, you might have to invest some time in picking the right software tool. Check for functionalities like list segmentation, automation workflows, autoresponders, and analytics. You have a number of ESPs to choose from. Just research well and test the tool properly before you make the purchase. You can go for the free trial offered by different ESPs like Constant Contact, ActiveCampaign, and VerticalResponse. If you are looking for a \u201cfree for lifetime\u201d kind of ESPs, you can explore the features offered by Mailchimp, Sendinblue, and ConvertKit. No matter which platform you choose, make sure that you have access to all the features required for EDM marketing. <\/p>\n\n\n\n The primary requisite for email and EDM marketing is a quality email list. You must invest in a robust email list building strategy that will get more people to fill up the sign-up form. <\/p>\n\n\n\n Here are some ideas to help you out:<\/p>\n\n\n\n Long sign-up forms will frustrate the users and hamper your list building strategy. Therefore, you must include minimum fields on your sign-up form. Once they sign up, you can use profiling welcome emails <\/a>to ask them for more information. <\/p>\n\n\n\n Free trial, discount coupon, and an insightful resource are examples of good lead magnets. Your lead magnet must tempt the audience to sign up and offer something valuable in exchange for their personal details. <\/p>\n\n\n\n Your landing page should be designed in such a way that it compels maximum users to fill the form. Use visual cues, relevant imagery, and an engaging copy to encourage people to sign up. <\/p>\n\n\n\n In addition to pop-ups and floating banners on the website, you must take help of social media channels to collect leads. Add a \u201csign up\u201d CTA button on social media ads to boost your email list growth rate. <\/p>\n\n\n\n If you have a physical store, you can request the customers to share their personal details and email address. Let them know that you will use the email address to notify them about discount offers and other updates. <\/p>\n\n\n\n Sending personalized emails<\/a> is the key if you want your email campaigns to work. Hence, you must employ list segmentation to create different categories and customer personas. You can segment the list based on your business type and objectives of the campaigns. <\/p>\n\n\n\n Broadly, you can segment your subscribers in four ways, namely:<\/p>\n\n\n\n A, Demographic segmentation<\/p>\n\n\n\n Demographic segmentation considers basic attributes like age, gender, ethnicity, and income details. <\/p>\n\n\n\n B. Geographic segmentation<\/p>\n\n\n\n Geographic segmentation helps target the customers according to their physical location \u2014 country, state, city, and postal code. <\/p>\n\n\n\n C. Psychographic segmentation<\/p>\n\n\n\n Factors like customer\u2019s interests, personalities, life goals, and the like fall under psychographic segmentation. You can subtly ask the subscribers of these details through email. Once you get access to such information, you can send out hyper-personalized emails that are more likely to bring results. <\/p>\n\n\n\n D. Behavioral segmentation<\/p>\n\n\n\n Parameters like past purchases, frequency of purchase, and order value are considered in behavioral segmentation. It is extremely valuable for eCommerce businesses. They can send out product recommendation emails according to the customer\u2019s previous purchases. Automation workflows in the eCommerce sector are based on this type of segmentation. <\/p>\n\n\n\n Once you are through with the first three steps, you can start creating your email campaigns<\/a>. <\/p>\n\n\n\n Discussed below are some best practices to follow while building your emails.<\/p>\n\n\n\n Triggered emails are messages that are automatically deployed according to the trigger events you have set in your ESP or CRM tool. <\/p>\n\n\n\n A few examples of triggers are:<\/p>\n\n\n\n i. When a user signs up for your emails<\/p>\n\n\n\n ii. When a prospect makes the purchase<\/p>\n\n\n\n iii. When a customer leaves some items in the cart without checking out<\/p>\n\n\n\n iv. When a client downloads a content resource from the website<\/p>\n\n\n\n Test the automation workflows before you set them up so that you do not end up sending the wrong email. Keep optimizing these automated emails<\/a> based on their performance.<\/p>\n\n\n\n Tracking email metrics is one of the most essential aspects of EDM marketing. You must know whether your emails are bringing results or not. <\/p>\n\n\n\n The metrics that you must keep tabs on are:<\/p>\n\n\n\nHow is EDM marketing different from email marketing?<\/h2>\n\n\n\n
![\"EDM](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/04\/EDM-marketing-vs-email-marketing-1024x479.png\")
<\/figure>\n\n\n\n Advantages of EDM marketing<\/strong><\/h2>\n\n\n\n
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Let\u2019s understand how to execute EDM marketing step-by-step.<\/strong><\/h2>\n\n\n\n
1. Pick a suitable ESP<\/h3>\n\n\n\n
2. Focus on email list building strategy<\/h3>\n\n\n\n
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3. Carry out list segmentation<\/h3>\n\n\n\n
4. Build your email campaigns<\/h3>\n\n\n\n
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![\"Facing](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/02\/1.jpg\")
<\/a><\/div><\/div>\n\n\n\n5. Set up the automation workflows<\/h3>\n\n\n\n
6. Monitor the email marketing metrics<\/h3>\n\n\n\n
![\"email](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/04\/email-by-Rue-la-la.gif\")
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