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Crafting an electrifying EDM Sequence

Electronic direct mail (EDM) is an email outreach tool used to generate leads, foster customer relationships or build subscriber databases. To millennials, EDMs are archaic marketing tools days away from their obsolescence. That couldnu2019t be further from the truth!

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Crafting an electrifying EDM Sequence

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  1. 10/18/22, 10:10 AM Crafting an electrifying EDM Sequence. on Behance 2 2 Crafting an electrifying EDM Sequence. Abhay Khanna Save Permalink Crafting an electrifying Electronic Direct Mail (EDM) Sequence. Electronic direct mail (EDM) is an email outreach tool used to generate leads, foster customer relationships or build subscriber databases. To millennials, EDMs are archaic marketing tools days away from their obsolescence. That couldn’t be further from the truth! https://www.behance.net/gallery/150722555/Crafting-an-electrifying-EDM-Sequence 1/7

  2. 10/18/22, 10:10 AM Crafting an electrifying EDM Sequence. on Behance According to Litmus, an email campaign generates an ROI of $36 for every measly $1 spent; that’s a 3600% yield! The humble EDM is not to be outclassed by its contemporaries. However, the EDM arena is a claustrophobic space, bursting to the seams with companies clawing away for any shred of attention. Consequently, consumers are often flooded with a cascade of EDMs in their inboxes. Unsurprisingly, the EDM space is a tough nut to crack. According to EDM software extraordinaire, Mailchimp, the average open rate for an email campaign ranges between 18–22%. While this statistic may seem discouraging at first glance, it’s vital that you keep your eyes on the prize. Every lead is an opportunity for a sale, every sale an opportunity for a repeat customer, and every repeat customer an opportunity for a loyal subscriber. Accordingly, there are ingenious ways to entice prospective customers to click on the “open icon”. The tips we are about to show you are going to teach you how to compose captivating, cold emails for your target audience. 1. First Impressions Matter The subject header of your EDM is the first thing your customer is going to see. Thus, your subject is what determines whether or not your email is opened, or sent straight to the trash. In fact, over 35% of email recipients open their emails based on their subjects alone! It’s all about nudging recipients in the general direction of the “open button”. To achieve this, your subject header must allude to the contents of the email, without giving away its secrets. It’s all about striking a balance between being informative and enigmatic. A simple way to put this into practice is to embed a rhetorical question or a pun into the subject header. More importantly, including your prospect’s name in the subject header adds a personable touch to the final email. Statistics show that recipients are 22.2% of recipients are more likely to open emails with their names in the subject header. 2 2 https://www.behance.net/gallery/150722555/Crafting-an-electrifying-EDM-Sequence 2/7

  3. 10/18/22, 10:10 AM Crafting an electrifying EDM Sequence. on Behance Remember: your audience is already being overwhelmed with a landslide of unopened EDMs. Keeping it lighthearted, and cheery boosts the likelihood of an open email. 2. Catchy content Now we’re getting to the meat and bones of EDMs. Each email constitutes 70% body copy: that’s a fair bit of copy! This is why your prose absolutely matters. Firstly, your copy should be written in plain English; simple to read, with polysyllabic words kept under wraps. Go straight to the point, and avoid sentence overrun at all costs. A healthy point of reference is to keep your copy between 25–125 words. Secondly, the purpose of the campaign should shape what you write. Each word should serve a purpose, with no arbitrary inclusions. Most importantly, email copy should address the recipient as an individual, not the collective you’re reaching out to! We don’t want to read like a soulless corporation. Allow your personality to shine, and speak from the heart. You’re writing to a real audience, not just faceless names! 3. Rally them This step is the culmination of all the steps above. Here, you’re expected to craft an inspirational, call-to-action that satisfies the purpose of your email. It could be a subscription to a monthly newsletter or a request for a callback! It all boils down to the nature of your business, and your industry. Each call-to-action should evoke a spirit of self-confidence without being too assertive. You want to inspire immediate action, not intimidate them! Moreover, it should seamlessly segue from the body copy to the CTA conclusion. There should be a harmonious interplay between each 2 2 https://www.behance.net/gallery/150722555/Crafting-an-electrifying-EDM-Sequence 3/7

  4. 10/18/22, 10:10 AM Crafting an electrifying EDM Sequence. on Behance written element. A lack of connectedness would make the resulting email appear disjointed. But it’s not just about writing it. Sadly, there’s a whole lot more than just writing with EDMs: The technical side of EDMs requires a proficient grasp of EDM or customer relationship management (CRM) software. Mastery of HTML and CSS coding language is also necessary for designing a visually enchanting email. Simply put, they can only be fine-tuned after innumerable hours of gruelling practice. As a Brisbane digital agency, EDMs are our area of Vesanique’s expertise. With 10 years of experience under our belt, our team is readily equipped to handle your EDM campaigns for you. Synergising the talents of our senior creative and content specialist, Vesanique is able to harness its graphical and copywriting talents to assemble an astounding email campaign. But this is just the tip of the iceberg. We’re a full-service digital agency in Brisbane that provides both traditional and digital marketing services to transition your business into a successful future. We wear all the gloves in the Brisbane brand agency space, and we intend to fill them diligently. If you’re in dire need of a fresh EDM campaign or a new coat of paint on your website, Vesanique is your destination for a full sleuth of branding services. Shoot us a message or a phone call, and we’ll organise a meet-up over a hot cup of coffee or two. Let’s talk, don’t be a stranger. 2 2 Abhay Khanna Edit Project https://www.behance.net/gallery/150722555/Crafting-an-electrifying-EDM-Sequence 4/7

  5. 10/18/22, 10:10 AM Crafting an electrifying EDM Sequence. on Behance 2 2 https://www.behance.net/gallery/150722555/Crafting-an-electrifying-EDM-Sequence 5/7

  6. 10/18/22, 10:10 AM Crafting an electrifying EDM Sequence. on Behance 2 2 What are your thoughts on this project? Post a Comment OWNER Abhay Khanna Australia Crafting an electrifying EDM Sequence. 2 10 0 ? @ > Published: August 19th 2022 CREATIVE FIELDS Advertising Web Design Pattern Design branding company brisbane brisbane design agency Real Estate Branding web development agency © All Rights Reserved https://www.behance.net/gallery/150722555/Crafting-an-electrifying-EDM-Sequence 6/7

  7. 10/18/22, 10:10 AM Crafting an electrifying EDM Sequence. on Behance 2 2 https://www.behance.net/gallery/150722555/Crafting-an-electrifying-EDM-Sequence 7/7

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