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2 July 2019  /  
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How to Create Effective EDMs


Email marketing gives businesses a great opportunity to have and maintain a direct communication with their customers. It is a cost-effective way to get your messages out, and it is useful for both generating new leads as well as engaging your current customer base.

Plus, it is effective for almost any business – whether you sell products or services, whether you’re B2B or B2C, email marketing can bring you results.

Some of the benefits of email marketing include:

a) It goes directly into your customer’s inbox.

Since most people check their email at least once daily, email marketing allows you to appear in front of your customer regularly. Which leads us to the next benefit…

b) It helps you increase brand awareness.

When your email pops up regularly in the inbox of a potential new customer, it increases the chance of them thinking of you when they are looking for your type of products or services.

c) It provides higher conversion rates.

Move over Facebook and Instagram. According to a consumer survey by McKinsey , email is nearly 40 times more effective than social media when it comes to converting new customers.

d) It allows you to personalise your messages.

Address your customers by names whenever possible. According to HubSpot , emails that used the recipient’s first name had higher click-through rates than the ones that didn’t.

Tips to get your EDMs read

Unfortunately, most of us do receive a tonne of emails every day, which might make it harder for your email to stand out and be read.

Here are some tips to help you create effective EDMs:

1. Craft a good subject line

Your subject line will make or break your mail. It has the very important task to grab attention and compel your customer to read more, so invest some time into writing an effective subject line. Use it to create excitement or interest, offer to solve a problem, or tell them a benefit they are going to get. Also, use your customer’s first name if and when possible.

2. Remember who it’s for

This seems like a redundant tip, but you’ll be surprised how many emails get sent out without the customers’ interest at heart! Always remember who’s reading your email, and tailor the content accordingly. Segmenting your lists is also a good way to ensure that your customers only get messages that are relevant to them. Challenge yourself to create not just an EDM that you’d want to send out, but one that your customer would want to receive.

3. Get the design right

A well-designed email template makes it easier for your content to be read and for your message to get across. Try to keep your design clean and simple, with fonts that are easy to read. If you use images, ensure that they are of high quality so that they do not appear pixelated, but stay away from files that are too large as they take forever to load. It would also be good to stick to designs or colour schemes that are consistent with your branding so that your customer can identify your brand quickly.

4. Keep it short and simple

With a thousand and one things bombarding them online and in email, people generally don’t spend a lot of time reading through newsletters. It’s a good idea to share as much information as you can in the most concise way possible. Lists, charts, bullet points will all help make your newsletter easier to read. If you really have a lot more information to share, insert a link to bring them to the full content on your website.

5. Don’t forget your Call to Action

When you create an EDM, you need to know what your goal is. What do you want to achieve with this particular newsletter? Perhaps it is to announce the arrival of new products, or to let your customers know about current offers. Knowing your objective will help you create a cohesive EDM. But don’t stop there. Include a call to action. For example, ask them to buy now, or go to the website to find out more, or register for a launch event. Be clear and let your customers know what you want them to do.

6. Send them out consistently

Consistency is key. When you send your newsletters out regularly, you are always in sight and in mind (refer to the benefits shared at the top of this article). Your customers will also begin to expect your EDMs, and might even be looking forward to receiving them. It is recommended to send out the EDMs at least once a week. Having said that, you don’t want to be spamming your customers and being unsubscribed, so plan it out carefully.

7. Get people to sign up

Your EDM can be the best and most awesome one out there, but if nobody reads it… Encourage signups for your newsletter in as many ways as you can. Use pop-ups or banners on your website to allow visitors to sign up, and tell people about your newsletters on your social media accounts. Most importantly, ensure the signup process is quick and easy.

Need some ideas for content?

Besides announcing new products, discounts and promotions, there are a lot of other things you can share through a newsletter. Consider these ideas:

a) Share success stories, testimonials, industry news or ongoing projects. These can help establish your company as an industry leader in your customers’ eyes, and the testimonials will continue to assure them that your business is the right one for them.

b) If you have a membership program, you can also use your EDMs to remind customers of their loyalty points or birthday offers.

c) Get personal. Sharing the stories behind your company, like how you started or why do you do what you do, can be a powerful way to build a loyal customer base.

d) Newsletters are also a great way to build community, so use it to encourage two-way communication between you and your customers. Get them to give you feedback or comments, or introduce a competition that they can participate in.

Say hello to new subscribers with a welcome email

So your visitor has decided to build a relationship with your business by signing up for your newsletter. That’s great!

Now that they have taken the first step, it’s time to send them their very first newsletter. But, instead of waiting until your next EDM is ready, send them a special welcome message now!

A welcome message is a good way to not only thank them for signing up, but also to quickly establish a connection with your subscriber. It is always best to send out the welcome email as soon as the person signs up. One easy way to ensure this always happens is by automating it – create a special welcome EDM and set it to be sent out immediately after a person subscribes.

What should you include in this welcome message? Some ideas you can use:

  • Introduce your brand and business, or share the story behind your company
  • Thank them for signing up with a special discount or offer for their first purchase
  • Help them to start browsing by listing your bestsellers or new arrivals

Email marketing no-no’s

And before we end, here are some of the things that you should NOT do in your email marketing campaign:

  • Don’t buy an email list. Besides the fact that you’re violating rules of consent, this is illegal and you can actually be penalised. Plus, you become annoying and your reputation takes a hit.
  • Don’t make new subscribers wait to hear from you. As mentioned above, get your welcome EDM sent to your customer as soon as they subscribe.
  • Don’t send it out without testing it first. Look through your EDM and check for typos or broken links. Make sure everything loads properly and works well in different browsers.

Follow these tips to create better EDMs that will delight both you and your customers. If you need a bit more help in building your email marketing campaign, we are more than happy to partner up with you. Get in touch at 03 9553 0489 or email [email protected]