EDM Marketing vs Email Marketing Campaigns: Which is Better?

  Taylor Pettis    January 16th, 2020

EDM Marketing vs Email Marketing Illustration

In 2018, 281 billion emails were sent and received each day around the world. This number is expected to increase to over 347 emails each day in 2023.  EDM marketing is one of the best ways to reach potential customers. Although many of your potential clients will be on social media, they won’t all be. Almost everybody has an email address.

And of course, you need an email address to create a social media account so you’ll be reaching those users as well. Email should be a focal point of any modern marketing campaign because of it’s potential to reach an enormous audience. But what’s the difference between traditional email marketing and EDM Marketing? And which is better?

Keep reading while we break it down.


EDM marketing is an acronym for Electronic Direct Mail marketing. It’s a form of marketing that companies can use to build customer loyalty and ultimately increase sales.

EDM marketing works by allowing businesses to target large groups of clients and potential clients. The strategy is designed to build and foster relationships with clients, generate new leads, and increase sales.

EDM Marketing VS. Email Marketing

The terms EDM marketing and email marketing are often used interchangeably, but there are some key differences. While both strategies are based on email marketing and have similar goals, EDM marketing is more involved.

EDM marketing uses what are called email blasts. The goal of using email blasts is to build an email database of target customers and send your offer to them directly via email. Does this sound a lot like email marketing? Let’s take a look at how they differ.

EDM Marketing is more complex than simply emailing potential customers. A good EDM campaign encompasses multiple media channels. These include printed marketing materials, social media, and even text messaging to build and reinforce the message of your campaign.

EDM Marketing integrates various forms of media and marketing strategies including remarketing, pay-per-click advertising, offline advertising, and social media. EDM marketing takes the concept of email marketing and transforms it into a more comprehensive marketing campaign.


EDM is essentially a “better” version of email marketing, so the answer is obvious. EDM marketing is a strategy that covers every angle rather than focusing solely on email.  In this case, more is better.

The Benefits of EDM Marketing

Let’s take a look at some of the top benefits of using an EDM marketing strategy for your business.

1. It’s Easy To Customize

EDM marketing is highly effective because it’s easy to craft emails that your customers will actually want to read. EDM marketing uses a quality over quantity approach to create content that email users will open.

It’s better to send emails with promos and offers your audience will remember than to send too many emails. There are so many different types of emails you can send as part of your overall EDM marketing campaign. Here are just a few examples:

  • Special offers
  • “We miss you” emails
  • Case studies
  • Testimonials
  • Industry news
  • Event information

As you can see, some of these encourage potential clients to purchase a product or service, but some only provide content that will be valuable to the reader. These types of emails put your business in the forefront of your audience’s minds so that when they are ready to make a purchase, they will think of you first.

2. It Allows You To Build Relationships

Along the same lines, EDM marketing uses email to provide value to your customers without asking them to do anything in return.

You also have an inherent advantage. If your target audience members have given you their email address, they already have some interest and trust in your company.

You can take this lead and build on it by fostering a relationship with your potential customers. If your email content is good, your audience will look forward to receiving emails from your company.

EDM has an advantage over regular email marketing because you can simultaneously experiment with other marketing channels like text messaging, print materials, and other digital channels.

3. It’s Easy To Track

Another advantage of using EDM marketing is that it’s easy to measure your success. You should be tracking and measuring the outcomes of any marketing campaign you launch.

EDM has an advantage here over traditional forms of marketing. You can easily see who opened your emails and what action they took, if any after reading them. You can even see when and where they opened them and what type of device they were using.

This ability to track your marketing efforts makes it easy to try new things and find out which works best. It’s also easy to track your success when you integrate other digital marketing channels like social media into your EDM marketing campaign. These platforms feature built-in tools that help you track your advertising efforts.

Better EDM Marketing Campaigns With CCM

It’s fairly common for today’s enterprise to use automation in their EDM marketing or to build their campaigns with some email client in parallel to a Customer Relationship Management (CRM) or Enterprise Resource Planning (ERP) software.

There are several tools out there promising efficient marketing email sends and list management, and many of them are great – but where much of the endgame for enterprise technology is efficiency, there is still significant headroom to be explored.

While these may be enough to power an email marketing campaign, for a successful EDM campaign, you need a single solution that can streamline operations and empower your company to reach its goals. That solution is Customer Communications Management (CCM) software.

By combining your communications and customer data into a single CCM solution, you can create and send emails more efficiently, beyond just an effective email client.

The potential to engage customers with more relevant messaging – even just more secure, error-free communications – can put a business years ahead of competitors that are still managing legacy systems with data operating in a silo apart from the documents they are supposed to inform.

Without a solution to facilitate the connection between customer data and communications, your EDM marketing campaign is simply not engaging customers at the personal level they expect.


CCM is a much more user-friendly way to send email and build a strong EDM marketing campaign. With a single platform, you establish an interface that any of your stakeholders, technical and non-technical alike, can use to manage customer data and email templates.

When the two are approached separately, they are managed by separate teams, each in their own respective bubbles, and the exchange of information between them is not as fluid as it could be. This is certainly not in the advantage of your EDM marketing campaign.

Centralizing the relationship between customer data and templates makes for seamless, intentional communication that adjusts to customer needs as they arise and empowers your EDM campaign. Your emails need not lack anything in the least, with pinpoint accuracy and more personal engagement.

Streamlining your email processes with CCM can go a long way to increase customer retention, sell other products, and raise brand awareness. A single solution can bring together not just your email tools, but all of your communications solutions into one, for better internal processes, longer customer relationships, and higher profits. Your EDM marketing campaign will be that much stronger for it.


EDM marketing aims to build a relationship with the customer across communications. This means that the customer’s interaction with the communications must be facilitated and prioritized. Moreover, companies must be ready to meet the specific needs of each customer, which means serving omnichannel communications.

Some customers read emails exclusively on their smartphones, while others only on their computers. Some don’t want emails at all because they still prefer direct mail. The success of your EDM campaign depends on delivering the best possible content to each customer. To deliver on omnichannel marketing, your communications must be flawless whether they are accessed on smartphones, computers, tablets, or direct mail.

Discover more about Omnichannel Communications


Combining your customer data and email services with CCM solution enables you to personalize communications. You can give each customer the freedom to choose how they want to communicate. This is an essential stepping stone in your EDM marketing campaign because it helps you grow the customer relationship.

Building your EDM marketing campaign with CCM ensures that you categorize each request for personalized communications precisely and that the email sends are executed accordingly, at scale, with the correct information, and free from human error.

How to Personalize Communications with CCM  Infographic 


Of course, a successful EDM marketing campaign goes beyond preferred communication channels. Using CCM enables you to focus on customer engagement. It is geared toward following every individual customer’s journey with you over time. This could specifically relate to the email journey.

As a customer makes its way through the marketing and sales pipelines, you learn about which strategies in your EDM marketing campaign were most engaging and which were not. You can trigger different approaches for different groups, or send different template styles for maximum appeal.

Here are the benefits of Customer Journey Mapping 


What appeals to your customers today might not tomorrow. Using CCM in your EDM marketing makes it easy to store and adjust customer data however necessary. You can track their preferences all the way from initial contact to when they become full-fledged advocates of your brand. It enables you to use the best possible strategies for each customer based on their previous behavior and track the results.

Get Started With EDM Marketing Today

Don’t settle for old school email marketing strategies when you could be using EDM marketing. EDM marketing takes the traditional principles that made email marketing such an integral part of the customer experience and transforms them into a modern marketing miracle.

We can help you excite and engage your customers using EDM marketing. Technology and consequently, best marketing practices, are constantly changing and it can be hard for businesses to keep up. Contact us today to learn more about how we can help you stay ahead of your competition using the best and most cost-effective marketing strategies.


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