Digital Marketing

Email Marketing (EDM): What It Is & How to Use It for Your Business

June 6, 2023What is Email Marketing
Email Marketing (EDM): What It Is & How to Use It for Your Business
By 10MILE Studio
6 minutes read

Email (EDM) marketing is an age-old digital marketing tactic that consistently proves to be effective and cost-efficient. Email marketing is the go-to for customer outreach and engagement in the digital age, allowing marketers to drive leads, build relationships, and even increase sales. But what exactly is email marketing? And how can businesses utilize it to its fullest potential? This blog post will answer those questions and provide insight into what EDM marketing entails and its advantages. Finally, keep reading to learn more about this powerful tool. 

What is Email Marketing? 

Email marketing is a form of marketing that uses email to promote products or services. Email marketing can build relationships with customers or clients, promote a product or service, or keep customers up-to-date on company news. 

Email marketing has been around almost as long as the internet, and it’s one of the most effective ways to reach potential and current customers. Email is 40 times more effective at acquiring new customers than Facebook and Twitter combined! 

There are a few key things that make email marketing so effective: 

  • It’s personal – Email allows you to send messages directly to someone’s inbox, which feels much more personal than other forms of advertising. 
  • It’s targeted – You can segment your email list by interests, demographics, location, etc., so you can send highly targeted emails relevant to each individual. 
  • It’s timely – With email, you can time your messages to coincide with special events or promotions, making them more likely to be opened and acted upon. 
  • It’s measurable – Unlike many other marketing channels, email provides detailed data on who opens your emails, clicks on your links, and even forwards them to others. This allows you to optimize your campaigns for the best results continually. 

Different types of email marketing 

There are different types of email marketing, each with its own advantages and disadvantages. The most common types are: 

Bulk emailing:

This is the most basic form of email marketing, where you send out a mass email to many recipients. The main advantage of this method is that it is relatively cheap and easy to set up, but the disadvantage is that it can be very spammy and lead to many unsubscribes. 

Targeted emailing:

This is a more advanced form of email marketing where you target specific individuals or groups with your emails. The advantage of this method is that it allows you to be more personal and relevant with your messages. However, the disadvantage is that it can be more time-consuming and expensive than bulk emailing. 

Transactional emailing:

This is a specific type of automated email marketing that is triggered by an event or action, such as a purchase or registration. The advantage of this method is that it allows you to send personalized messages in response to user actions. However, the disadvantage is that it can be difficult to set up and monitor. 

The Benefits of Email Marketing 

Email marketing is a great way to connect with customers and prospects because it’s personal and immediate. Email allows you to send targeted, personalized messages that can be read quickly and easily on most devices. 

Email marketing is an effective way to stay on top of mind with your audience and keep them updated on your latest products, services, and promotions. It’s also a great way to build customer relationships and create loyalty. 

When done right, email marketing can be an extremely powerful tool in your marketing arsenal. Here are some of the benefits of email marketing: 

Cost-Effective Communication  

One of the primary benefits of email marketing is that it is a low-cost solution compared to other communication methods, such as print advertising or television commercials. It costs less to send emails than print flyers or produce television commercials, and it takes less time to create those emails. As a result, businesses have more time and money to dedicate to other aspects of their marketing plan.  


Another benefit of email marketing is that businesses can personalize their messages to reach specific audiences, allowing them to target their messages more effectively and increasing the likelihood that members of their target audience will read them. Additionally, personalizing emails allows them to make each message unique and tailor it for different types of customers.  

Measurable Results 

Finally, one of the greatest advantages of email marketing is that businesses can track and measure results with relative ease. By tracking metrics such as open rates, click-through rates, unsubscribe rates, etc., businesses can gain insights into what works and what doesn’t work regarding their messaging strategy. This makes it easier for them to modify future campaigns based on past performance and ensure they get the most out of their efforts.  

Email Marketing Strategies 

Email marketing is a great way to stay in touch with your customers and promote your products or services. However, there are a few things to keep in mind when crafting your email marketing strategy: 

  • Keep your emails short and to the point. Your customers are busy, so they appreciate concise emails that get straight to the point. 
  • Timing is everything. Send your emails at a time when your customers are likely to check their inboxes and open them. 
  • Make sure your emails are relevant to your audience. No one wants to receive irrelevant emails, so make sure you segment your list and send targeted content. 
  • Personalize your emails as much as possible. Customers appreciate feeling like they’re receiving a personalized message, so take the time to include their name or other details in your email copy. 

Following these best practices enables you to craft effective email marketing campaigns to engage and convert your customers. 

How to get started with email marketing 

Email marketing can be a great way to reach out to your customers and followers, but it can be overwhelming to know where to start. Here are a few tips on how to get started with email marketing: 

  1. Define your goals. What do you want to achieve with your email marketing campaign? More website traffic? More sales? More engagement with your content? Once you know what you want to accomplish, you can develop a strategy to make it happen. 
  1. Build your list. You need a list of people to send your emails to, and there are a few ways to do this. You can buy lists of targeted contacts or grow your list organically by encouraging people to sign up for your emails. 
  1. Create great content. Your emails need to offer value if you want people to read them and take action. Whether you’re sharing blog posts, coupons, or special offers, make sure your content is interesting and engaging. 
  1. Set up automation. Automated email campaigns can save you a lot of time by automatically sending out pre-written emails based on triggers you set up (such as someone subscribing to your list or abandoning their shopping cart). 
  1. Monitor and adjust. Keep an eye on how your email campaigns are performing by tracking open rates, click-through rates, unsubscribe rates, and other metrics. If something isn’t working well, don’t be afraid to adjust your approach and test different strategies. 

Alternatives to Email Marketing 

Email Marketing is not the only form of marketing available to businesses. Here are some alternatives to Email Marketing: 

1. Social Media Marketing 

Social media platforms like Facebook, Twitter and LinkedIn offer businesses a way to reach out to potential and existing customers. For example, businesses can use social media to share updates, promotions and general information about their products or services. 

2. Search Engine Optimization (SEO) 

SEO is the process of optimizing a website for Google search to earn higher web traffic levels and improve visibility. By making sure your website appears high in search results, you can attract more visitors to your site, which could lead to increased sales or enquiries. 

3. Pay-Per-Click (PPC) Advertising 

PPC is a form of advertising where businesses pay a fee each time a user clicks on their ad. This can effectively drive targeted traffic to your website, as you only pay when someone clicks on your ad. However, it’s important to ensure that your ads are well-targeted so that you don’t waste money on clicks from people who are not interested in your product or service. 


Email (EDM) marketing is a powerful tool to reach potential customers and grow your business. Using the right strategies, you can create highly effective emails to help build relationships with your customers and increase sales. 

Email (EDM) marketing is a powerful and cost-efficient tool that can be used to reach potential customers, create relationships with them, and even increase sales. It’s personal, targeted, timely, and measurable – making it the go-to for customer outreach. By following best practices and utilizing other forms of digital marketing, such as social media marketing, SEO, and PPC advertising in conjunction with email marketing, you can reach your target audience and achieve success. Email marketing is an incredibly versatile tool that could be just what your business needs to take it to the next level. 

This guide has provided an overview of email marketing, its benefits, and how to get started. If you’re looking for a way to increase customer engagement and drive more revenue, give email marketing a try today! 

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