What is EDM?

Email Direct Marketing allows for the promotion of your business to a group of people using email. It’s as simple and effective as that!

How Does it Work?

EDM uses sold lists or current customer databases, and markets your business to them. If managed strategically, it is an extremely cost and time effective method of keeping in contact with existing and prospective customers. It is a flexible path that many strategic-thinking businesses are taking, as it allows for multi-channel marketing, customer insights to be able to create more specialised and informed interactions with existing and/or potential customers, and it offers trackable data integration.

edm sydney

Email Direct Marketing (or EDM) allows for the promotion of your business to a group of people using email – find out how this tool can help your company

We can add links to different pages on your own website, meaning that you can track who has clicked on what and let us obsess over and work out why. We analyse these results to ensure that the next email sent to existing and/or potential customers is answering any questions that they might have and that you are responding to any trends. This way, your business comes across as professional, cutting edge, and perhaps even psychic to clients that are looking to find a company that they trust.

But it’s different for everyone! Whether your business is established or about to be, it may be necessary to either email your clients weekly, fortnightly, or even monthly depending on your target. This is all determined by looking at your business through a strategic lens, examining google analytics and how much content marketing you can offer.

Take Happy for example. Happy is a music blog that started as Happy Music Festival, throwing shows featuring emerging local artists in Sydney’s Inner West. The Happy team used us to undertake a digital strategy over a 6 month period, which focused mostly around engaging an existing community, but more so, to gain new subscribers.


We needed to get visitors to their site, and more importantly, to subscribe, follow, and become genuinely committed to the Happy cause. A vital part of Happy’s Digital Strategy Plan was and still is their email marketing. They send out four beautifully designed newsletters each week, giving subscribers a direct line to what’s new on the blog. Each article is represented by an image, a clickable one liner and a ‘read more’ link. Before we knew it, they had reached 14,968 subscribers and 16,728 Facebook Fans.

EDM managed and executed Happy’s customer interactions within a single system in real-time. This way, we were able to remove any need for disparate platforms and multiple channel vendors, saving us time and them money. Oh, and don’t forget. It’s environmentally sound! What’s not to be Happy about?

email direct marketing

Why Should You Care?

We thought you’d never ask.

Nowadays, cross-channel marketing is absolutely essentially. Companies who are monogamous with their one and only marketing channel, be it social media or digital print, can only reach so far. You are attracting only a small portion of your potential market, so why limit yourself? Here at IYBI, we say open the relationship, and dip in to other avenues to really spread the love. By incorporating EDM in to your day to day strategic plan, you are giving your business the freedom to become increasingly recognisable, empowered, and successful.

To cut a long storm short, your investment in EDM can be tracked, offers instant and effective results, is affordable, and is a highly efficient way at getting your name out there to a national and international plethora of potential customers.

edm newsletter

Where to From Here?

Let us nerds handle this. Sit back and pick up your device. We’d love to hear about your business and help you achieve your highest brand potential. Please feel free to call us on Sydney +61 (0) 2 9519 9922, email [email protected] or fill out the form below.

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by Radi Safi

Radi Safi is the Creative Director at IYBI. In 2012 he launched Happy, a music blog and media company.
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