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.