Why Email Marketing Still Matters
In today’s fast-moving digital world, email might seem outdated but it remains one of the most effective marketing tools. While social media and digital ads are important, Email Direct Marketing (EDMs) and newsletters provide a direct, reliable way to engage with your audience and drive real results.
We understand the power of email marketing. Read on to explore why EDMs and newsletters are essential, the importance of a great mailing list, and how they can boost your business.
What Are EDMs and Newsletters?
EDMs and newsletters are targeted email campaigns designed to engage customers, provide value, and drive action. Whether it’s a promotional offer, company update, or expert insights, these emails keep your audience informed and connected.
Unlike social media where algorithms control visibility, email campaigns land directly in your customer’s inbox, ensuring your message is seen by the right people at the right time. Of course that doesn’t mean everyone will see it. Read down to the end of the article for averages and tips.
Why EDMs and Newsletters Are Essential
A well-crafted email campaign helps build brand trust, increase engagement, and drive sales. With a strong mailing list, you control the content, timing, and delivery, making email marketing a highly effective channel.
EDMs allow for personalization and segmentation, ensuring subscribers receive relevant content based on their interests and behavior. Whether you’re launching a product, promoting a service, or sharing valuable insights, email campaigns can boost website traffic, enhance customer loyalty, and increase conversions.
Building a High-Quality Mailing List
A successful email strategy starts with a strong, engaged mailing list but what makes a great list?
Your subscribers should be people who willingly signed up, ensuring they are genuinely interested in your content. Regularly cleaning and updating your list helps remove inactive users and bounced emails, improving engagement rates.
Segmenting your list based on demographics, purchase history, or behavior allows for highly targeted email campaigns, leading to better open rates and more conversions. To grow your list, consider offering exclusive discounts, gated content, or free resources in exchange for sign-ups.
What Makes For A Successful EDM Outcome?
The average open rate for EDMs (Electronic Direct Mail, or email marketing campaigns) varies depending on the industry, audience, and quality of the mailing list, but here are some general benchmarks based on 2024 data:
General Benchmarks (All Industries)
- Average Open Rate: 30–40%
- Click-Through Rate (CTR): 2–5%
- Click-to-Open Rate (CTOR): 10–15%
- Unsubscribe Rate: 0.1–0.3%
Industry-Specific Averages
- Retail/E-commerce: 18–25%
- Media & Entertainment: 22–30%
- Education: 30–40%
- Nonprofits: 35–45%
- Marketing Agencies: 20–28%
What Improves Open Rates?
- Compelling subject lines
- Personalisation (using first names, tailored content)
- Segmented lists based on user behaviour or interests
- Optimised send times (Tuesdays & Thursdays are best)
- Mobile-friendly formatting
How Reach Social Media Can Help
At Reach Social Media, we specialise in creating effective EDM and newsletter campaigns that drive real engagement and business growth.
If you’re ready to harness the power of email marketing, we’re here to help you craft impactful campaigns, strengthen customer relationships, and increase sales.
Let’s make your next EDM campaign your most successful one yet!
