What is Engagement Marketing?

What is engagement marketing? Engagement marketing is a buzzword that has become popular in the past few years. It’s called “engaging” because it involves building relationships with customers and prospects through various means such as social media, email, blog posts, and phone calls. The goal of engagement marketing is to create long-term relationships with customers by developing trust rather than just trying to sell them something.

Engagement marketing is the use of strategic, resourceful content to engage customers and prospects. Engaging with customers in a one-to-one way can help companies build long-lasting relationships that are more valuable than just trying to sell something every time you interact with someone on social media or email.

When you implement engagement marketing, you create meaningful interactions with people who want to hear what you have to say and are open to hearing your message.

The goal of engagement marketing is not just about trying to sell something every time you interact with someone on social media or email, but rather creating long-term relationships through a trust by providing relevant information that the customer wants.

Engagement Marketing vs Traditional Marketing

– Traditional marketing is a one-way broadcast, where the company tries to sell its product or service.

– Engagement Marketing requires an active listener and long-term strategy.

What are the common problems that engagement marketing can solve?

Build better brand awareness – Brands in novelty and B2B industries feel that they need to be more active on social media channels.

Number of customer loyalty – The number of customers who are loyal is increasing, and brands want to ensure that those people stay with them for the long term.

Marketing tactics aren’t generating any interest – No matter what your product is, if you can align it with what people are talking about, you will have a better chance of getting their attention.

Not creating better preference for your brand – Once you’ve established awareness, you need to establish a preference. Successful content marketing creates a preference for a brand, product or service.

Need to be more effective with your marketing budget – Brands don’t want their money going to waste on ineffective tactics that won’t generate any interest in what they are selling.

Increased ROI for advertising budgets – Marketing teams have always been under pressure to spend the company’s money wisely.

Components of engagement marketing

Implementation of an effective engagement marketing strategy is relatively simple when you have all of the right tools and pieces in place.

Engaging people based on what they do – Rather than assuming that people are going to engage with your content just because you put it out there, make sure that the engagement is based on what they do.

Engaging people toward an outcome – Once you’ve acquired a customer, what do you want them to do next? your new goal is to create a long-term, reciprocal relationship of value.

Engaging through social media networks – Social networks are popular because they give users the chance to share their thoughts and ideas instantly and without boundaries or limitations.

Engaging people as individuals– Whether you’re talking to a CIO about software or a grandparent about their favorite recipes, you need to engage them as an individual.

Return on investment (ROI) of a successful engagement marketing program

Your revenue will show the results if you target your customers in the right way.

Engagement leads to trust – Engaging with your customers and prospects over time builds their trust for your company, which is an integral part of any long-lasting relationship. The return on investment (ROI) of a successful engagement marketing program will be reflected in revenue.

The importance of feedback from engaged audiences  – Feedback can have a profound influence on your business. In fact, it’s what makes engagement marketing so powerful- the ability to respond in real-time and make changes as needed or desired by customers.

Engagement marketing leads to measurable success– 80% of marketers report a measurable lift from their engagement marketing program.

The best measurement for your campaign is a combination of metrics across all channels, including social media posts, website visits and blog post content views.

Planning, implementing and measuring an engagement marketing campaign

– Planning is the most important step in implementing a successful engagement. Start with defining your goals, target audience, budget, timeline and what metrics you want to track for success.

– Implementing should include having clearly defined tactics such as social media posts, blog content or emails that will engage consumers on and optimizing your engagement marketing efforts.

– Monitoring should be a part of any great engagement marketing campaign, to measure what works and what doesn’t work in your campaigns.

Rolling out an engagement marketing program can be a lot of work, but you’ll get out of it what you put in.

Map and develop your buyer personas and journeys– Determine what kind of information your current and future buyers need to make a purchasing decision. Map the stages of your buyer’s journey to identify what content you need for each stage and create an engagement marketing plan that will help them through every step on their path from awareness, interest, evaluation and purchase.

Develop your brand voice– You need to define your brand’s voice , both what it is and what it isn’t. This will help you create content that matches your tone, providing a consistent message to your target audience as well as helping them identify with the company

Develop an editorial calendar- A list of all planned posts in advance helps ensure there are no gaps or overlaps in coverage while also ensuring your marketing efforts pay off.

Brainstorm and flesh out your context mix– Planning and creating new strategies for the different stages your audience will go through.

Develop content– The most important thing you need to do before launching any engagement marketing campaign is created and publish compelling, interesting engaging content that speaks what are all of the customer’s needs during these various stages in their purchase process

Analyze data and make changes based on insights– You should always be monitoring data to see what areas are not performing as well and then make changes accordingly.

What is EDM Marketing?

EDM stands for Electronic Direct Mail. This form of marketing is mainly used by companies and brands to build loyalty, build brand awareness and increase sales.

EDM is a form of marketing that can be automated, meaning it doesn’t require any human input from those who are being marketed to or by the company on social media platforms.

EDM is defined as a marketing form used by companies and brands to target large groups of clients or customers with personalized messages and offers. These methods of communication can be done through text, pictures or videos that are sent to mobile phones or tablets via email or social media platforms like Facebook and Twitter.

EDM works well for marketers because it’s easier than other forms of marketing such as TV commercials, newspapers ads, etc., which usually reach a smaller number of people. With EDM, marketers can reach a larger group of clients or customers with personalized messages and offers to encourage them to purchase something from the company.

EDM is also advantageous because it’s less expensive than other forms of marketing such as TV commercials, newspaper ads, etc., which usually cost more money in order for companies and organizations to reach the same number of people.

Companies and organizations can use EDM as a way to promote their products or services at an affordable rate, which is what makes it so popular among marketers today.

EDM Marketing has been around for decades but only recently did it really catch on with companies because its benefits are now more well known.

EDM marketing vs email marketing: What’s the difference?

What the difference is between EDM marketing and email marketing? There are many similarities between EDM marketing and email marketing. Both can be used to promote a company’s product or service as well as increase brand awareness among consumers.

The main difference is that while both forms of marketing focus on the same goals, they do so in different ways:

EDM Marketing provides customers with what they need, which is much more than just a product or service.

Companies that use email marketing are focused on getting the customer to buy something in order for them to make money while companies who use EDM marketing have a completely different philosophy. They believe in giving their customers what they need to make them happy before asking for anything in return.

EDM Marketing is a more passive form of marketing which means that the company does not have to push its product onto people using fancy emails or advertisements and wait for a response, but instead sends out messages periodically with useful information about what would be best suited for the customer.

This is what makes EDM marketing so successful because it is a personalized experience that enhances the customer’s satisfaction and loyalty to the company, meaning that they are more likely to buy from them in the future due to their previous positive experiences with them.


The philosophy of EDM marketing has been proven very effective by many companies such as American Eagle, which has increased its sales by 20% over the last three years.

Top Reasons to Use EDM Marketing in Your Marketing Strategy

It’s not intrusive.

It doesn’t interrupt customer’s time or attention span with a constant barrage of messages and it provides them the information they are looking for when they need it rather than requiring them to search out additional sources on their own.

It’s cost-effective

According to a recent DMA research, email ROI is on the rise, so that for every $1 spent on email marketing (including EDM) in 2018, you can expect a $43 return.

It can go anywhere

You don’t have to be present in a physical location, and you can target your message to fit the needs of any audience or demographic group that might want what you are selling. You also have the option of segmenting customers based on how much they spend with your company, what products they like best.

It enables you to earn people’s trust

For starters, if you’re able to send someone an email, you’ve got their attention, and they know that the message will be brief.

Easy to track and measure

One of the golden rules of digital marketing is to track and measure what you are doing. As an EDM marketer, your job will be to create a set of measurable goals for the campaign and then track them constantly.

It’s not spam

The last thing any company wants is to have its customers shut their inboxes down because they get so many messages from other companies that they can’t find what they want.

It’s easy to personalize

Personalize the emails you send out by using the information that you have about your customer or potential customer. That way, they’ll be more likely to open and read what you write.

The Most Effective Types of Emails for EDM Campaigns

Here are the most common and most effective types of emails for both e-commerce and non-ecommerce business situations, in which EDM can be particularly effective:


•Special offers

•New arrivals/product launches


•Sale reminders

•“We miss you” emails


•Case studies/testimonials

•Company newsletters

•Event information

•Industry news

•Tips & tricks

When should you use EDM marketing?

If you think email marketing alone isn’t enough to get you the results you need, you might want to consider EDM marketing.

EDM is not a panacea; it won’t solve all of your problems or make everything go right for you, but it’s still worth trying because the investment required is minimal and the potential benefits are substantial.