EDM, e-mail marketing, or email marketing is a highly effective digital marketing strategy that involves sending emails to prospects and customers. Effective email marketing converts prospects into customers, and turns one-day buyers into loyal and enthusiastic fans.

The role of an email marketing agency or email campaign specialist is to advise and support organisations in the development and analysis of their email marketing. This involves identifying targets, segmentation, creating an attractive e-mail that corresponds to the language of the target, sending and monitoring the performance of the e-mail.

It is not surprising that email is considered the most effective channel in B2B marketing. Not having an email marketing strategy means missing out on sales opportunities and the chance to strengthen customer relationships.