Why an EDM is important for your business

Ellen Irvine | Account Manager e-newsletters

Photo of woman sitting in front of a laptop, smiling reading an (EDM) e-newsletter

Why your business needs an EDM

Electronic direct mail (EDM), commonly known as e-newsletters, are one of the most powerful PR and marketing tools your company can use.

With some carefully crafted content, EDMs are an opportunity to build relationships with clients and help them feel connected to you. The best ones inspire clients to care about the company, and even look forward to receiving the newsletter. 

The benefits of EDMs are many:

  • Be your own storyteller. No longer are businesses reliant on traditional media to tell their story. An EDM, in tandem with your website, blog and social media, gives you the power to connect with your customers and tell them the story you want to tell, the way you want to tell it. No third-party required.
  • Build a relationship. The key word to making newsletters work is ‘news’. News about your company, juicy tidbits that help your clients feel ‘in the know’, and helpful hints and ‘how-tos’ are all great EDM content. Sharing useful information and not always going for the ‘hard sell’ helps build up a relationship of trust.
  • Keep your brand at the forefront of your clients’ minds. A regular well-executed newsletter ensures you stay relevant and helps relay your key messages.
  • Drive traffic to your website. Including a call to action and click buttons helps take customers from their inbox to your website.
  • Drive sales. A newsletter that is overly sales-driven can be the quickest way to send a customer to the ‘unsubscribe’ button. But with the right balance, sales content can be included, and is the ultimate outcome of the client relationship that an EDM helps build.

So now you know why you should be putting out an EDM. But as anyone with an inbox knows, there’s a fine line between helpful emails, and unwelcome ‘spam’.

How Blink can help you with an EDM

At Blink it’s our job to help clients navigate this and deliver EDMs that will inspire clients to continue to build on the relationship they’ve developed. We’ve got the tools and know-how about what people want to read, how often they want to read it, and what’s going to turn them off. We use measurable programmes that allow us to see who’s reading your newsletter, how often they’re opening the email, and whether they’re clicking through to your website.

At Blink we want to understand our clients’ long-term goals, and everything we do works towards this. We work to determine a client’s desired outcomes, and how an EDM may fit into this. Give us a call if you’d like to see how this could benefit your business.

Give us a call!