EDM stands for electronic direct mail: marketing emails sent to a list of people who agreed to hear from you, such as newsletters and offers. It is email marketing by an older name. UK email returns £38.33 per £1 spent.
The number: UK Email Marketing ROI Report.
You will also see it written as EDM marketing, an EDM campaign, an e-shot or an electronic direct mailer. Outside marketing, EDM usually means electronic dance music. In a marketing brief or an agency quote, it means email.
What it means in practice
The mistake is treating EDM as a separate channel to buy. Agencies quote for “EDM campaigns” and “EDM blasts”, but it is the same email marketing, and sending marketing email to a bought list of individuals without their consent breaks PECR.
The move is to build your own list from enquiries and customers, send something useful on a schedule, and count replies and sales, not opens.
Whito stage: Build. Start once your offer and website are clear. A list amplifies what already works.
The numbers to hold onto
- UK email marketing returns £38.33 for every £1 spent, on DMA data. UK Email Marketing ROI Report.
- The average UK subscriber is worth £36.64 a year. UK Email Marketing ROI Report.
- Mailchimp’s Essentials plan costs £13 a month for a 500-contact list. Best email marketing platforms UK.
Where to go next
Related: Email marketing ROI, Cost per lead, Per-seat pricing