333 billion emails each day Research suggests that by 2022 there will be some 333 billion emails sent each day. The number sent already exceeds 280 billion. This possibly explains why the opening rate on emails is so low in 2019. The Direct Marketing Association defines EDM as – ‘a strategic process of building and […]

333 billion emails each day Research suggests that by 2022 there will be some 333 billion emails sent each day. The number sent already exceeds 280 billion. This possibly explains why the opening rate on emails is so low in 2019.The Direct Marketing Association defines EDM as – ‘a strategic process of building and refining a centralized marketing database to communicate directly to subscribers using any form of electronic messaging in a targeted and personalized manner.The strengths of EDM include: It can be inexpensive given the low cost of emailing It can involve interactive technology It offers access to excellent data to fine-tune The limitations of EDM include: Opening rates are low Quality lists are hard to come by Legal restrictions Maximising the effectiveness of EDM involves, among other things: Personalising and customising mailers Leveraging technology to maximise interactivity Taking demographics into account before using Electronic direct mail or email is easy to do,…