EDM – Email Direct Marketing

Published on January 30th, 2015

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In the past, emails were but a simple, yet powerful creation. Never before had the world been able to send a letter to someone for it to reach them within minutes, sometimes seconds. It was the dawn of a brand new era, and an all new form of communication was unleashed upon the world, starting with the very first email, sent on May 3rd, 1978.

It wasn’t long before marketing experts and businesses in general alike saw the massive potential of this new system for their campaigns. How to do it, however, remained a mystery for most of those except for talented programers.

Eventually, the age of the EDM, or Email Direct Marketing, was born.

The fantastic potential that was created with digital letters was realised globally. Soon enough, people began to market their businesses via this new medium, using emails collected from sent e-mails into businesses from their websites, among other ways. This resulted in mixed results.

Before Spam laws and junk filters were introduced, people could send e-mails containing practically anything. This, of course, was a problem. Once spam filters had been put in place, however, it became a bigger problem for legitimate emails that were labeled as spam due to image attachments, or attachments in general. This is a problem that still exists to some degree today, which means that EDM’s must be created in a certain way in order to reach the inbox’s of those who wanted to see it, rather than the junk folder.

In addition, those who sent unsolicited emails to those who didn’t want them, there was formally no way to remove themselves from the lists.

Nowadays, unsubscribe functionality, as well as modifiable spam filters and laws in place to protect consumers, EDM’s have become a normal part of businesses. But how to properly use this impressive feature was a subject of popular debate.

It also serves as part of omni marketing – a marketing strategy aimed at all forms of promotion such as social media, website banners, catalogue promotions, etc.

The conclusion was that e-mail marketing was better left to those who could promote businesses in the best possible way, no different to newspaper and magazine ads created by designers. Web Designers and Developers can now create EDM’s using beautiful graphics and fantastic layouts to maximise Email performance.

Companies now have e-mail databases for a reason in order to develop and nurture their consumer base. The value of having a growing, nurtured database of customers is important in businesses, as it often serves as the lifeblood of such. That, and offering exclusive consumer content to these customers, such as one-day deals just to subscribers, helps to make it that much more valuable for potential growth.

Just as advertisements are made using the very best in the industry, e-mails should be no different. With such a powerful medium at our fingertips, what better way to take advantage of it than having professionally made e-mails sent to clients?

E-mail programs began to incorporate image usage, signatures and additional fonts than what was capable of before. With this, Graphic Designers and Web Developers alike could craft professional, beautiful, functional e-mails that could be sent out to clients to show off their business, products and news.

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