In the fast-paced world of digital marketing, the electronic direct mail (EDM) remains a critical tool for marketing teams in financial services companies.

As mentioned in our previous blog ‘A strategic approach to email marketing’, EDMs provide a quick and direct line of communication allowing companies to engage with its subscribers, share valuable content and drive sales conversions.

There are several key elements within an EDM that need to be considered to ensure continued high open and click rates:

Compelling subject line

The subject line is arguably the most important part of the EDM, and usually determines whether the subscriber opens it or sends it to ‘spam’ or ‘deleted items’. Therefore, it should be attention-grabbing and relevant. A clever use of words, personalisation, and a hint of curiosity can work wonders.

Personalised greeting

Address recipients by their names to add a personal touch. For informal EDMs, a first name should suffice, while an honorific (i.e. Mr or Ms) followed by their surname would be more suitable for formal EDMs. Either way, personalisation can significantly enhance the sense of connection and engagement.

Engaging content

After the subject line grabs the reader, the EDM content is what keeps them reading. Whether it's an informative article or an exclusive announcement, ensure that the content resonates with the subscribers’ preferences and needs. Use a mix of visuals, concise text, and a clear call-to-action to guide readers. Speaking of which…

A clear call-to-action (CTA)

A single, focused CTA drives readers to take a desired action, whether it's making an enquiry, signing up for an event, or downloading the latest fund report. Make the CTA stand out with contrasting colours and concise language.

Mobile-responsive design

Given the prevalence of mobile devices in everyday life, a mobile-responsive design is crucial. Ensure that the EDM looks great and functions well on both desktop and mobile screens.

Branding elements

Use your brand's colours, fonts, and logos throughout the EDM to maintain consistency. A cohesive visual identity builds trust and recognition, reducing the likelihood of a subscribers not understanding who this email came from, or why they are on the subscriber list.

Social media links

Including links to the company’s social media profiles encourages subscribers to connect with them on various social media platforms. This helps to increase followership on these social channels and allows for multiple points of communications with these clients, prospects and leads.

An unsubscribe option

While it’s always preferred to keep all subscribers, it is important to give them a choice to opt out of email communications. Not only does it comply with the Australian Spam Act, but it also builds trust with subscribers.

EDMs are a valuable tool for maintaining a strong connection with your client base. By including captivating subject lines, engaging content, and a clear CTA, EDMs can become a major part of the marketer’s toolkit, helping to achieve set business goals.