These days, there are a million ways to market your business. With technology always evolving, it can be hard to keep up with the latest trends. One strategy that is here to stay however, is email marketing or electronic direct mail (EDM) as it is commonly known.

For businesses, email marketing can be a very effective way to reach out to customers and promote products or services. But how do you create a successful email marketing campaign that will get people to sit up and take notice?

Here are our top tips for creating the perfect EDM for your target audience.

Define your goals

Before you start creating your email marketing campaign, it is important to define what you hope to achieve. Are you looking to increase brand awareness, drive traffic to your website, or promote a new product or service? Once you know your goals, you can create an email campaign that is designed to achieve them.

Know your audience

EDMs can be very successful if they are properly planned and executed.  An essential aspect of planning an EDM campaign is understanding your target audience. Who are they? What are their interests? What types of information would appeal to them?

This should be followed by segmenting your subscriber list to refine your target audience. This means dividing your list into smaller groups based on factors such as age, location or interests. By segmenting your list, you can ensure that your emails are relevant to each group and more likely to be opened and clicked on.

Plan your content

Consider the type of product or service you are promoting to your target audience. What content will resonate with them and what writing style (or tone of voice) will work best? Will the audience be interested in a less or more detailed EDM?

Writing an engaging EDM

Writing EDM content that is impactful and on brand is a skill and may take some practice to get it right. You want to ensure your subscribers actually read your email and don’t just delete it as soon as it hits their inbox!

Keep it short, sweet and on point – No one wants to receive a novel in their email inbox; keep your EDMs concise and to the point.

Use strong call to actions – Make sure it’s clear and concise, relevant to the rest of your email, easily identifiable and beneficial to your readers. Whether you want them to click through to your website or make a booking, your call to action should be clear and easy to follow. If your call to action isn’t attractive to your audience, then it is more than likely that they won’t complete the intended action of the email.

Use engaging subject lines – The subject line of your EDM is one of the most important elements in determining whether it will be opened. Craft a subject line that is interesting and engaging, and avoid using spammy words or phrases that could trigger spam filters.

Personalise your emails – Another great way to make your EDMs more effective is to personalise them. This means including the recipient’s name in the subject line and body of the email, as well as tailoring the content to their specific interests. Personalised emails are more likely to be opened and read than generic ones.

Don’t overdo it with images – While images can help make your email more visually appealing, too many can detract from your message. Stick to a few key images that support your main message and make sure they’re high quality and properly sized for email.

Designing your EDM layout

When designing the layout of your EDM, consider the following:

  • Who is your target audience?
  • What type of content do they want to see?
  • How can you make your EDM stand out in their inbox?

Keep these things in mind as you design your EDM layout and you’ll be sure to create something that your subscribers will respond to.

Mobile-friendly EDMs

Your mailing list is one of your most valuable digital assets. More and more people are reading their email on their phones, so it’s important to make sure your email campaigns are optimised for smaller screens.

  • Use a responsive design template. This will guarantee that your email renders correctly on different screen sizes.
  • Stick with large, easy-to-read font sizes.
  • Keep your email content concise and to the point.

Testing and measuring results

Before you send out your email campaign to your entire list, it’s a good idea to test it first. Send an email to yourself and/or a small group of people to see how it looks and make sure all the links work properly. This will help you avoid any embarrassing mistakes when you send out your campaign to subscribers.

Email marketing campaigns are cost effective, can be customised to target specific audiences and are a valuable digital marketing tool for any business.  Remember to ensure your campaign is well-planned, targeted and your EDM copy is clear, concise and contains a succinct call to action to achieve a successful outcome.

At Modern Currency, we are experts at creating engaging content for email marketing campaigns that deliver. Want to know more about how we can help you elevate your brand? Contact us today at