Firstly, what’s an EDM? Nope, we’re not talking glow sticks, fist pumps, or electronic dance music (though we’ll never say no to a good beat drop). In the marketing world, EDM stands for Electronic Direct Mail, your inbox’s version of a well-dressed messenger with a mission.
Think of it like a digital love letter from a brand. Only instead of saying “I love you,” it’s more like “Here’s 20% off” or “Don’t miss this sale!”
But hold up, before you hit send on your next EDM, let’s make sure it’s not headed straight for the archive (or worse, the dreaded unsubscribe). Excellent emails don’t happen by accident, they’re crafted with care, designed with intention, and focused on one thing: getting people to click.
If you want your EDMs to work harder and look better while doing it, these five simple tips will help you serve up pure inbox gold.
Ready? Let’s dive in.
- Visual Hierarchy Is Your New BFF
Readers don’t read, they skim. So, your design needs to guide their eye to the one thing you want them to do: click that CTA.
- Use clear focal points.
- Make sure your CTA is visible above the fold (the part of the email seen without scrolling).
- Keep the layout clean, simple, and scannable.
No one wants to play Where’s Wally with your button!
- Spacing, Balance & Simplicity
Think less clutter, more clarity.
- Keep paragraphs short and snappy.
- Use imagery and text that support each other (and your CTA).
- Don’t overload with assets, one or two great visuals are better than ten that compete for attention.
Every element should have a job. If it doesn’t help the reader click, let it go.
- Mobile First (Seriously)
With 60–80% of readers checking emails on mobile, your design needs to flow like a dream on a small screen.
- Use a single-column layout.
- Choose font sizes that are big enough to read without zooming.
- Place that CTA above the fold (again!).
Check the mobile preview – does it scroll smoothly? Or does it feel like a puzzle?
- Keep It on Brand
Your emails should feel like a natural extension of your website, socials, and brand personality.
- Stick with your brand colours, fonts, logos, and tone.
- Once you pick a visual style, commit to it across all your sends.
Consistency builds trust. And trust builds clicks.
- Readability & Accessibility
If people can’t read it, they won’t click it.
- Use high-contrast colours and legible font sizes.
- Add alt text to every image so screen readers can describe them.
- Make sure your layout looks good across mobile, desktop, and tablet.
Bonus tip: do a final check for inconsistent spacing or funky formatting. It happens more than you think!
You don’t need to be a design wizard or a copywriting ninja to write an effective EDM. You just need to be thoughtful. Focus on simplicity, clarity, and user flow and keep iterating. Every send is a chance to get better.
But wait – let’s talk results.
Designing a great EDM is only half the battle now let’s talk numbers. Open and click rates are your secret weapons for knowing what’s working and what needs a tweak.
Open Rate = Who saw your email
Your open rate tells you how many people opened your email. This metric is influenced by your subject line, sender name, and timing. A low open rate? Try changing up your subject line or send time, even a small tweak can make a big difference.
Click Rate = Who interacted with it
Click rate is where the magic happens. It shows how many people clicked on something inside your email (usually your CTA). If lots of people open but don’t click, your content or layout might need a rethink.
Tips to Optimise Both
- Test different subject lines (add emojis, make it snappy).
- A/B test your CTA (e.g. “Shop Now” vs “Get the Deal”).
- Use UTM tracking to see what people are clicking.
- Re-send to non-openers with a new subject line.
- Clean your email list regularly to avoid high bounce rates.
Benchmarks at a Glance:
- Good open rate: 20–25%
- Good click rate: 2–5%
- Ultimate goal: More eyes + more clicks = better conversions
Data isn’t just for the analysts; it’s your best friend when it comes to improving performance. Every send is a chance to learn, tweak, and do it better next time.
So go on, drop that next EDM with confidence. Clicks await.
If you’re still not picking up what we’re putting down, and your fingers are stuck on the keyboard, we can help bring your ideas to life and make your next EDM hit like a perfect beat drop. Get in touch and we’ll show you how we do it.
