An EDM campaign (Email Direct Marketing) is usually a single targeted message designed to engage the reader and encourage them to perform an action.

A strong, clear message combined with short and sharp copy and a singular call-to-action works best to cut through the inbox clutter and stand out from the the many other messages.

From a creative perspective, it’s important with an EDM campaign to think about colour and language as well as the position of your call-to-action and other key layout elements as these can all play an important part in the overall success of a campaign.