While our technologically advanced world revolutionises how small businesses connect and interact with target audiences, it also means conversion is harder. Emails are a simple way to attract and retain customers. EDM, or electronic direct mail, is pretty much sending your customers a letter via email, or even social media, telling them about what specials you have, how valued they are and your news and events.

To help you catch their discerning eyes glancing through email inboxes, here are some tips to make your EDM marketing more effective.

1. Follow the current trends

You might laugh at Keeping up with the Kardashians, but the show’s concept demonstrates a real social anxiety – FOMO (Fear Of Missing Out). You could tap into the old ‘don’t miss this one time offer’, but a subtler way to showcase your integrity and proficiency is to keep your email content timely. Relevant emails require planning and research. You can use a quick turnaround news tool (e.g. Twitter) to see what trending. If there’s something you can relate your business’ services to, include these (memes?) in your email blasts.

2. Use social media

EDMs are not only emails – you can use short messages on Facebook, Twitter and other social networking sites to talk with your audience. For example, you could ask your followers to sign up to receive direct messages that include exclusive offers and news. You can also encourage your followers to sign up to traditional email mailing lists and newsletters.

3. Personalise marketing

Make sure you name the recipient of your email – there’s nothing more disheartening than receiving an email addressed to ‘Sir/Madam’. When thinking about the content of your email, understand:

  • who your customers are
  • why they’re receiving your email
  • why they’d want to visit your website.

This can also mean tailoring EDM content around common holidays or events, such as summer, Christmas, Hanukkah, Halloween, etc., and including special offerings, like coupons or discounts.

4. Optimise for smartphones

Last year, mobile smartphones were the second most popular device to search the internet. Progress in technology has led to tech-savvy people who bank, email, tweet and navigate using a handheld mobile device. It also means that people are multitasking. To ensure you catch their attention, write your key message in the subject line of your email. A well-crafted subject line is a call to action, meaning it makes people want to find out more, like: ‘Learn how to …’ or ‘Have you ever wanted to …’ or ‘With X you can now do Y’.

After you’ve crafted those EDMs, contact Shuttle Rocket for web copy! If you need a homepage revamp or three to five-page refresh, we’ll craft engaging copy for your website within 48 hours, so when people click through from your EDM they’ll find an elegant and useful site.