What You Should Know About Email Newsletters and Marketing Automation

Marketing Automation & Email Newsletters

When was the last time you thought about your email marketing automation or newsletter campaigns? Newsletters are a powerful tool to reach your current and potential clients. According to Oberlo, global email users will increase to 4.3 billion in 2023. If you do the math, that’s almost half of the world’s population. If you aren’t sending newsletters, it is time you jump on board and add it to your marketing strategy. 

A big concern for many business owners is how they will allocate the time to create email newsletters and get them sent to the appropriate audience. You’re in luck! Email newsletters and marketing automation can work hand-in-hand so your email communications will be sent while you are tending to other parts of your business. 

In this blog, we’ll discuss email newsletters as a part of EDM marketing and how you can utilise marketing automation with EDM to reach your target audience (and make your job a little easier).

What Are Email Newsletters?

Just as it sounds, email newsletters are emails sent to your target audience with news about your business or relevant industry updates. Email newsletters have a lot of flexibility in regard to what you can include in them. Important company announcements, content snippets or product spotlights are just a few examples of what can be included. 

How often you send email newsletters depends on your business type and audience. Some businesses send newsletters weekly while others send bi-monthly or monthly. Sometimes, it takes some A/B testing to determine how often you should send newsletters as well as figuring out what content your audience likes to read.

If you aren’t sure where to begin with email newsletters or email marketing, our team at Zeidan is here to help! Learn all about the digital marketing services we offer here.

What Is EDM?

Email newsletters are a part of electronic direct mail, called EDM for short. EDM marketing is a way to send newsletters or email blasts that target a specific audience in hopes of gaining new leads, boosting sales or simply building relationships. 

Electronic direct mail isn’t a one-and-done strategy. Over time, you need to refine your audience and optimise your database of information. Personalised communication is key to an EDM campaign. 

Each email newsletter you send should be personalised to a segmented list. Generalised or cookie-cutter content won’t do with today’s audiences. If content doesn’t suit their needs or appeal to them as a person, it’s likely they won’t read through your email. 

Many times, EDM marketing is mostly done through email campaigns. However, you can support EDM marketing with other marketing strategies or on other platforms. Social media, remarketing advertising, PPC ads and offline advertising (such as direct mail), are just some ways to help reinforce an email newsletter campaign. If you truly want to maximize your campaign results, it’s best that you create a strategy that combines multiple platforms and marketing techniques. 

What Is Marketing Automation? 

Marketing automation is a way to automate specific marketing activities through the use of software. Tedious marketing tasks, such as social posts and email sends are typically automated for the sake of time while providing a consistent experience for customers. Could you imagine logging in every day and sending emails to every person on your email list? Probably not.

With marketing automation, you can reach your target audience in every stage of the marketing funnel. Whether a consumer has just found your business or a consumer is ready to make a purchase, marketing automation can help nurture them through the funnel. Even after they’ve passed through the last step of the funnel, marketing automation can continue to nurture consumers in hopes of them returning to your business.

If you would like to learn about which marketing tools are right for your business, be sure to visit our blog for our pros and cons list on the best marketing automation tools. 

How EDM and Marketing Automation Work Together

Now that you understand the basics of EDM and marketing automation, let’s discuss how these two techniques can be used to make an even better experience for your customers.

As mentioned earlier, marketing automation can work with email marketing or newsletters to send automated messages to segmented lists. If you have a small email list, using Excel to organize your information can be useful, but it isn’t a long term solution. Your email list will grow, and it will be much harder to keep up with updating information and sending out email newsletters. 

With email marketing and marketing automation, you can create workflows that trigger certain actions to happen based on events that a customer makes. For example, if they click on a services page, you could have an email automation workflow in place to send them information about that specific service. 

Marketing automation software, specifically email software, allows you to use features that help nurture consumers through the funnel while providing them relevant information. Here are some of the important features that can help you with customised email newsletters. 

Email Segmentations

Segmenting or separating your lists is a great way to make your content more personalised to your audience. You can create segmented lists based on demographics, interests in your company or even their lead score. Email segmentations are a necessity if your business offers more than one service or product. If you are sending basic, fill in the blank emails that don’t offer much to your readers, you can expect to see a dip in subscribers. Always consider segmented lists for promotions as well.

Segmented campaigns get 14.37% more opens and 64.78% more clicks according to Mailchimp’s latest user data. If your emails aren’t receiving the attention you think they deserve, take the time to separate your audience into different lists. We’ll talk more about analysing data from email campaigns in a bit, so keep reading so you know what KPIs may help segment your lists. 


Similar to marketing automation, autoresponders send messages to consumers automatically. These messages can be based on a specific action or a response can be sent based on time. For example, if you have the option for consumers to include their birth date, you can set up an automation rule that sends a consumer an email on their birthday. In regard to timely responses, this could be a welcome email after a reader subscribes to your email list. A few other autoresponder examples include receipt confirmations, shopping cart reminders or product recommendations. 

Keep in mind that these messages don’t always have to be in a workflow. The birthday message is a once a year email that isn’t related to any other workflow or automation. These one-off situations are great for unique events or as reminder emails for bills. All these messages are separate from one another and aren’t a factor in campaigns. 

Email Design

Based on a variety of things, you can have different email designs or templates based on the type of email you want to send. Each email software system offers its own benefits, but many of them allow you to create multiple templates to use for your one-off emails or email workflows. When it comes to design, you need to remember to keep your emails on brand regardless of the type of email you send. You don’t want to confuse your readers.

However, you can switch up your designs per email. For one-off emails (consider the birthday example), you can have some fun with the design and make it less text-heavy. You also don’t want to be sales-focused as that is not the intent behind the email. With email automation and workflows, you want them to have similar designs and layouts, so the reader understands these emails are connected. 

If you need help learning how to automate your email marketing, we have the perfect blog for you! Click here to learn about the machine and how it can help with automating your emails. 

Tracking EDM Marketing Campaigns 

While putting your EDM campaigns together, an important aspect to consider is how you will be tracking these campaigns. Of course, you need to set your goals first and create a marketing campaign around those goals. When it comes to analysing the data from a campaign, here’s what you should watch out for:

  • Click through rate – To determine this number, you use the number of subscribers that clicked on one or more links divided by the total number of emails sent for that campaign.
  • Open rate – This number is found through the total of unique email opens divided by the total number of emails that were delivered (not sent). 
  • Click-to-open rate – To find this info, you need to divide the total unique clicks by unique opens. 
  • Bounce rate – This number shows how many emails were undeliverable by the marketing software that you use. If this number is high, there might be a problem with the software system. 

These four key performance indicators (KPIs) can help you determine which campaigns are successful vs. which ones need to be optimised. Other KPIs to consider looking at include unsubscribe rate, list growth rate and email sharing rate. When it’s time to analyse the data from the campaign, be sure to consider other factors such as time and day of the week sent. 

Bonus tip: You also need to be sensitive on sending email newsletters during certain events where readers may not be focused on their emails as much. This can truly affect the outcome of your campaign. If you need to resend an email because of low opens or poor click through rates, be sure to segment your list and only resend the email to readers who did not open the email! 

Is It Time to Use EDM and Marketing Automation?

There’s no doubt about it – email marketing and marketing automation will continue to grow as the world continues to focus on digital techniques. With electronic direct mail, you can send email communications while using other marketing strategies to support your campaign. Through marketing automation, you have endless possibilities of reaching people in every stage of the marketing funnel. Although creating all the emails workflows and setting up the automation rules takes time in the beginning, it is worth it in the end! 

Whether your business is just getting started, or you’ve been a player in the game for a long time, you can’t ignore your email marketing and automation any longer. Email newsletters and communication provide readers with more information than you may realize. If you want to stay ahead of your competitors, it’s time to go all-in with EDM and marketing automation.  At Zeidan, we know this is a lot to take in all at once. You have to handle all aspects of your business and take care of the marketing, too?! With the help of our marketing experts, you don’t have to worry about your marketing automation needs any longer. To learn more about our marketing automation service, visit our website. Or if you’re ready to start improving your automation efforts, contact us today to get started.