What is EDM Marketing


EDM Marketing (electronic direct marketing) is a marketing tool that focuses on the use of email to promote products and services. It is a highly effective digital marketing strategy that allows you to carry messages directly to the users and customers of a company.

How to do EDM Marketing

Steps to perform EDM Marketing:

  • Select a reliable and secure email platform for shipments.
  • Segment the mailing list based on criteria that allow you to personalize messages, such as geographic location or shopping preferences.
  • Design an attractive, clear and responsive template for emails.
  • Include a clear and engaging call to action in your messages, inviting recipients to take a specific action, such as visiting the website or purchasing a product.
  • Do A/B testing with different subjects and content to improve the effectiveness of your messages.
  • Analyze the results of loss shipments and make adjustments in the strategy based on the data obtained.

Advantages of EDM Marketing

Among the benefits of EDM marketing we can mention the following:

  • Personalization: Email allows you to send personalized and relevant messages to the right recipients. Companies can segment their database based on age, location, shopping preferences and other criteria to tailor the message to each user.
  • Cost-benefit: eDM Marketing is a very economical tool and easy to implement compared to other forms of advertising, such as television or radio ads. In addition, its effectiveness is high, which makes it a profitable investment for companies.
  • Measuring results: Email tools allow you to measure the success of each campaign. Businesses can know the open rate, click-through rate, conversion rate, and other key indicators to optimize their strategy.
  • Wide audience: Email reaches a very wide and targeted audience, which increases the effectiveness of advertising. In addition, users can forward the message to their friends and family, further expanding the reach of eDM Marketing.
  • Mass customization: Automation tools allow you to customize the message on a large scale. Companies can send different messages to each user based on the information they have about them, which improves the effectiveness of the message and the user experience.
  • Pace of response: Email is a form of quick and direct communication. Companies can get feedback from users in a matter of minutes or hours, allowing them to adjust their strategy in real time.
  • Closer relationship with customers: Email is a very personal and reliable form of communication, which helps create a closer relationship with customers. Companies can send congratulatory messages on special occasions, satisfaction surveys, exclusive promotions and other content that promotes customer loyalty.

Difference between EDM Marketing and Email Marketing

EDM Marketing and Email Marketing are two terms that are often confused, but there is an important difference between them.

EDM Marketing (Electronic Direct Mail Marketing) is a form of marketing that uses email to send promotional and marketing messages to a specific audience. EDM Marketing involves sending personalized emails to a database of specific contacts, with the aim of creating a relationship and loyalty with customers. EDM emails may contain information about special offers, new products, events and promotions.

On the other hand, Email Marketing refers to the use of emails to promote products or services. Unlike EDM Marketing, email marketing can target a wider audience and does not always require individualized customization. Email Marketing can be used to send newsletter emails, promotional offers and follow-up messages after purchase, among others.

In summary, the main difference between EDM Marketing and Email Marketing is that the former focuses on personalizing messages for a specific audience, while the latter focuses on using emails to promote products or services in general. Both types of email marketing can be effective, depending on the specific marketing objectives and strategy used.


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