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Thursday, 26 May 2022 08:50

Finding new customers - electronic direct mail, a key to campaign success

By Andrew Matler

Electronic Direct Mailings (EDMs/eDMs) are the most popular iTWire lead generation tool. While other marketing tools are a key contributor, the EDM does the heavy lifting for many advertising campaigns which can lead to 90% of the leads, and, in our experience, 190 to 350 click-throughs.

Most importantly the EDM is the style guide/template for the rest of your adverts. Once you have the EDM graphic the other adverts will be developed easily.

Your EDM and supportive adverts must include:

  1. Attention-grabbing headline
  2. Statement to support headline via clear value proposition
  3. List of compelling points/reasons to support the value proposition
  4. Call to Action to encourage clickthrough to the landing page

The iTWire Newsletter has the main advert EDM (also known as the big top) and five supporting adverts as we follow Google’s “rule of repetition” - where the reader sees the advert, then sees the advert again towards the goal that the reader/advert viewer asks themselves, what is this advert about and clicks on it.


Key components of the EDM

  1. The colours in the heading and graphics need to be eye-catching and visually pleasing, so the reader pauses and reads your message. PAIDA = Pleasing Visually, Attention Grabbing, Interest Capture (ing), Desire Creation and Action Compelled.
  2. If you want a border around the EDM then consider it to be a faint, fine line, perhaps in a complementary colour or a colour used within the EDM.
  3. If you want a white EDM instead, I suggest an off-white that's very faint. Outside the EDM, the border can be white or a darker colour.
  4. A photo of the speaker or expert with a very brief profile can be helpful. If multiple speakers that's okay and perhaps photos down the right-hand side. Many eDMs from major vendors have stock photos of random people (not even their employees) and familiar images overused in advertising and websites. Therefore, I suggest you have real people, and even better, their best people, experts/gurus. The benefit of photos of experts is a well-known marketing fact, as they come with great credibility. Credibility does help the click-through rate of your EDM. If they have written a book or whitepaper, or have spoken at a significant conference, then play that up in the EDM.
  5. If your company/client is well known then have the logo nice and LARGE at the top of the EDM. Generally, in 90% of cases for non-global Vendors, have the logo at the bottom right-hand corner below the button. The best EDMs are not branded with any logos - see IBM Mobile Threads EDM in the attachment pages of this document with the green Android.
  6. Bold headings within the EDM of key messages and points.
  7. Don't use a bland and boring font and make sure it’s not too small. Avoid using a small black email style font like something just typed up on a laptop, such as a memo.
  8. Some bright colours are excellent.
  9. The heading has to be a very compelling message that compels the reader to read on and take action (compelling reason, then compelled to act and click).
  10. Desire to Action = What they will learn. Provide a great message. Try to use We explore.... rather than You will learn which insinuates they need to learn or may need enlightenment, which can get them off-side.
  11. MORE DETAILS or HOW TO REGISTER: This can be included as wording within the button. Use a BIG WIDE button.
  12. The agenda with times can be on the EDM in small writing as it is a static document they can read the fine print. This means people can attend the session they want - a great idea for busy or indecisive people, or people who are not totally convinced about attending the entire event.
  13. From testing the REGISTER BUTTON or DOWNLOAD BUTTON I think the buttons stand out well in red, blue, green and purple. I have some good examples in the final two pages.
  14. The attendee should get a call after registering and SMS follow-up prior to, and on the day, like this service. Only one in 50 customers do this SMS follow-up as a service. I have offered but the offer is never accepted. Why not?  I think it is because they have too much ‘faith’ in their graphics and speakers.
  15. It’s okay to have two links to the EDM, but no more. REGISTER at the top and also REGISTER near the bottom. Should be a Flat file so anywhere on the EDM is clickable. Don’t have (on one EDM) many links such as Twitter, Facebook, Linkedin, contacts to the website, link to the profile of speaker on the net. Clients have up to 10 links and those customers are the ones who just won’t budge. The links should all go to the sign-up page, download or register. Readers should not be led away from the key purpose of the EDM.
  16. Never have a link to something other than the sign-up/register page. For example, don’t have a link to an article. Best to send all leads to an iTWire page tailored especially for you That way we can manage the campaign more effectively and take responsibility for the outcomes.
  17. It is best to review the campaign with an iTWire B2B Strategist.
  18. Campaign Goals need to be Clear - Develop Message for your Graphics people - Remember That’s your job! - You develop the ideas and they draw the pictures.
  19. What you are you selling? Campaign goals should be discussed prior with an iTWire B2B Digital Strategist before the artwork is prepared.
  20. EDM must not be left with the Graphic Artist, because it’s more than just graphics. An EDM is a Sales Pitch that creates Compelling Reason upon Compelling Reason to TAKE ACTION. This is not to say that graphics people cannot do the selling and advertising wording, just be careful not to assume or expect that they have that skill.
  21. Don't do ONE EDM flight/send if you can help it. It's best to have TWO eDMs flights, with supporting banners and especially site drivers.
  22. The EDM should have all the information that a Landing Page would normally have. Then they click to go straight to an attractive Landing Page where there are minimal details to fill in (most customers/vendors have an uninformative EDM and a Landing Page that is overwhelmingly complex). This is because they will have less patience once at the landing page as it’s a 2nd step of the process.
  23. Sign-ups (interested prospects) are sent a registration pack of something so as to establish contact.
  24. You need an ASSET to offer such as a downloaded whitepaper, a free trial of the product or an invite to attend an event. EDMs can be a waste of money if this is not done. This is a MUST.
  25. To support a campaign each salesperson in your organisation should invite 20 of their contacts. Also, a mail-out to your database of existing customers as they may attend or send one of their colleagues. The iTWire EDM campaign can then support these activities and make up the numbers for your campaign. The EDM should not be your entire lead generation strategy as eDMs are the icing on the cake, the new contacts and new customers.
  26. Do not give your leads to the new or poor closers, but instead to your best closers. Don’t let your significant investment hinge on poor performers. Remember you will be the one held accountable not the salespeople as their get out of gaol card is that they are bad leads (I don’t want to sound harsh, but there is only one letter to differentiate closer and loser). No matter how senior your salespeople are you MUST have weekly reviews of progress over coffee, so that’s informal and not confrontational.  Give 5 to 10 leads a week to them.
  27. Send sign-up people something immediately after registration and send them something of value, mention they may be invited to a VIP event in the future and that a representative of your firm may touch base to check on the whitepaper, download, webinar or event.

A well planned EDM campaign will reap 10 times more business opportunities/leads than most digital marketing campaigns.

Wishing you the best of success with your EDMs and Lead Generation - creating Automatic Lead Generation. any questions please let me know - andrew.matler@itwire.com

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