Content Marketing
What Is a Content Calendar? How to Build One That Works
What a content calendar is, what it should include, a simple sample you can copy into Google Sheets or Excel, and how to plan social media content with one.
EDM marketing means electronic direct mail: marketing emails sent to a list of people who have agreed to hear from you, such as newsletters, offers, event invitations and product announcements. In marketing, EDM has nothing to do with dance music. It's the Australian and UK term for what many people simply call email marketing, and it's one of the few channels where you own your audience instead of renting it from a social platform.
What does EDM stand for in marketing?
EDM stands for electronic direct mail. The name comes from traditional direct mail, the letters and catalogues businesses post to customers. An EDM is the email version: a designed marketing email sent to many subscribers at once.
So the EDM meaning in marketing is simple. When an Australian agency talks about "sending an EDM", they mean sending a marketing email to your list.
What is an EDM in marketing?
An EDM is a single marketing email, usually designed with your branding, images and buttons, and sent through an email marketing platform such as Mailchimp, Campaign Monitor or Klaviyo. EDMs (or EDMs marketing, as it's sometimes searched) is the practice of sending them regularly as part of your marketing.
What are the main types of EDMs?
| Type | What it does |
|---|---|
| Newsletter | Regular news, tips and updates that keep you front of mind |
| Promotional EDM | An offer, sale or new product with a clear call to action |
| Event invitation | Invites subscribers to an event, open day or webinar, with RSVP |
| Welcome email | Sent automatically when someone subscribes |
| Automated series | Emails triggered by actions, such as an abandoned cart or a birthday |
Is an EDM the same as email marketing?
Mostly. Email marketing is the whole practice: building a list, planning content, sending, automating and measuring. An EDM is usually one designed email within that. In Australia the terms are often used interchangeably, so "EDM email" and "marketing email" mean the same thing.
How does EDM marketing work?
- Build a list with permission: sign-up forms on your website, at checkout or in store, with clear consent
- Choose a platform: it stores your list, designs and sends emails, and handles unsubscribes
- Plan the content: a useful mix of news, tips and offers
- Design and write: a clear subject line, short copy, a strong image and one main button
- Send and test: preview on mobile and desktop, then send at a time your audience reads email
- Measure: opens, clicks, unsubscribes and, most importantly, enquiries and sales
What does the law say about EDMs in Australia?
In Australia, marketing emails must follow the Spam Act 2003: you need consent to send, you must clearly identify who's sending, and every email needs a working unsubscribe link. Our guide to the Spam Act explains the rules in plain English.
What makes a good EDM?
- A subject line that says what's inside, in under about 50 characters
- One main message and one main call to action
- A design that works on a phone, where most emails are opened
- Real photos of your products, people or work
- A consistent sending rhythm, so subscribers know what to expect
Our email marketing tips cover writing and timing in more depth.
What we see when regional businesses send EDMs
Many businesses we talk to have a list of customer emails sitting unused in their booking or sales system, and some haven't sent a newsletter in years. Others send EDMs that are one large image with no text, which often lands in spam and can't be read on a phone. A simple, regular email with a useful tip, a local story and one offer usually does better.
We work with email platforms including Campaign Monitor and Klaviyo. Our EDM design service creates branded templates, and our Mailchimp team sets up lists, automations and reporting. Email marketing is also included in our marketing partnership plans.
Frequently asked questions
What is an EDM?
An EDM is an electronic direct mail: a marketing email designed with your branding and sent to a list of subscribers who agreed to receive it.
What does EDM mean in marketing?
In marketing, EDM means electronic direct mail, the email version of posted direct mail. It's the common Australian term for a marketing email or newsletter.
How often should I send EDMs?
Monthly is a sensible start for most small businesses, with extra emails for genuine offers or events. Consistency matters more than frequency.
What is EDM design?
EDM design is the layout and visual design of a marketing email: the template, images, fonts, colours and buttons, built to display properly across email apps and phones.
Can I buy an email list for EDMs?
No. Bought lists don't give you the consent the Spam Act requires, and they damage your sender reputation, so more of your emails end up in spam.
Want to start sending EDMs that people read? Contact Rock Solid Marketing to talk about email marketing.
