What is EDM Marketing?

What is EDM Marketing?

Nicole Shelley

9 May 2019

Short for Electronic Direct Mail, EDM marketing is a fantastic way to engage with your network through tailored emails.

EDM marketing carries your voice, your visual brand identity and the news, facts and insights that you want to share with your connections.

In short, EDM marketing allows you to communicate key information to all of your contacts at once and with ease – and the benefits are huge.


We know that cost is an important consideration for most people about most things, so we’re pleased to say that EDM marketing is a highly cost-effective means of connecting with your audience. According to Campaign Monitor,

for every $1 spent on email marketing, you’ll get $44 in return.

That’s a sizeable 4,400% return on investment. 1

Keeps you top of mind

In this information-saturated age, where 92% of online adults are using email, 2. You will want to make sure that your voice is heard. Regular EDM marketing is a great way to reach out to your network and stick in peoples’ minds. Whether your contacts get in touch with you now, tomorrow, next month or not at all, by appearing in their inboxes and social media feeds you are making your presence known and building the profile of your services.

Shows your expertise

By sharing key updates, event details and more with your contacts. You are demonstrating not only your interest in them but also your industry expertise and eagerness to stay ahead of the curve. As a result, this helps to build robust, honest and lasting relationships with your clients.

Builds your network

Never underestimate the power of word-of-mouth! For instance, Current, loyal contacts who are well-informed about your services thanks to EDM marketing are far more likely to pass on your name to others. This helps to widen your network and happily increase the number of follower-to-client conversions.

Measures your success

A great benefit of EDM marketing is the usable data that it provides. Open rates, click-through rates, opt outs (don’t take it personally!). And information about when and where your communications were received are just some of the things results will detail. As a result, you are much better informed about the needs, interests and demographics of your audience. We’ve written a separate guide on understanding Mailchimp Reports.

EDM marketing continues to shine bright as a highly effective way to help you reach your business goals. If you would like to find out more about EDM campaigns and how we can help, please feel free to get in touch by emailing hello@pepperit.com.au or giving us a call on 02 9327 7775.

1  Source: Campaign Monitor 
2  Source: Pew Research