When running a successful promotion, the job isn’t done once the entries are in. Prize fulfilment is a crucial final step—providing an excellent opportunity to re-engage consumers already invested in your brand. EDMs have emerged as an effective method for doing so. In this blog, we’ll explore how EDMs streamline prize fulfilment, amplify retargeting efforts, deliver exceptional results, and offer actionable tips to maximise your EDM campaign’s success.
The Role of EDMs in Digital Prize Fulfillment
Electronic Direct Marketing (EDM) is an email marketing method used to target consumers who have previously interacted with a brand. This might include:
- Entering a past promotion
- Making a purchase
- Joining a mailing list.
For prize fulfilment, EDMs simplify the process, enabling brands to notify winners, confirm their details, and maintain a professional image. However, more importantly, they create opportunities to reconnect with consumers long after the promotion or initial interaction has ended. Contacting consumers who willingly provided their details offers a range of benefits for EDM retargeting. Let’s explore them!
Benefits of Using EDMs for Retargeting
1. Personalised Communication
Firstly, EDMs enable brands to create tailored messaging that resonates. By segmenting audiences based on factors like past interactions, demographics (i.e., age, location, gender), or purchasing behaviours, brands can control exactly who is engaging—allowing them to deliver content capable of fostering meaningful consumer interactions (Hoory 2024).
Whether inviting consumers to participate in new promotions, sharing exclusive deals, or introducing a new product/service, retargeting EDMs create a more personable experience (compared to traditional marketing), building consumer relationships while increasing positive word-of-mouth, sales, and interaction with future promotions (WebFX 2024)!
2. Increase Conversion Rates
Retargeting EDMs also drive higher conversion rates. By targeting individuals already interested in your brand (i.e., engaged in a previous promotion, or purchased a product), these consumers are primed for action and more likely to prioritise you over competitors’ services. By delivering tailored messages that resonate with these previous interactions, EDMs can trigger the following:
- Making a purchase
- Exploring an offer
- Engaging with a new promotion.
This can increase your brand’s return on investment (ROI), with studies recording an average increase of 4400% for email marketing (WebFX 2024). Beyond immediate sales, this approach fosters stronger brand loyalty, turning one-time interactions into lasting consumer relationships—ultimately driving revenue growth.
3. Strengthen Brand Recall
Using EDMs to follow up with prize winners and participants is more than a courtesy—it’s also a strategic opportunity to keep your brand top-of-mind in a crowded inbox. Regular, engaging communication serves as a friendly reminder of what you offer and why consumers should return, especially for those who may have forgotten!
By showcasing your products, services, and promotions consistently—but not excessively—you build a positive reputation as a brand that cares about its consumers and satisfies their needs. This thoughtful and well-crafted strategy reinforces your brand’s value, builds trust, and fosters connection and familiarity, making your brand a go-to choice for future purchases.
4. Cost-Effectiveness
Compared to traditional marketing methods (i.e., print or direct mail), EDMs offer a more budget-friendly solution for retargeting consumers that doesn’t compromise effectiveness. With advanced automation tools and analytics, brands can deliver thousands of highly customised messages with minimal effort, cutting costs on printing, postage, and time spent producing them.
This allows businesses to grow their campaigns consistently and in a time-efficient manner, regardless of their audience size!
5. Data Driven Insights & Optimisation
Lastly, retargeting EDMs provide access to invaluable data, allowing brands to optimise their campaigns to better-engage their target consumers. This includes (but is not limited to):
- Open & bounce rates
- Click-through rates (CTR)
- Conversion rates
- Return on investment (ROI).
Having access to these metrics allows brands to measure and refine their strategy. This helps improve the effectiveness of any future promotional campaigns. Additionally, A/B testing email formats, subject lines, and CTA’s help provide deeper insights into your audience’s preferences, allowing brands to optimise their content and drive better results.
Tips to Maximise Your Retargeting EDM’s Success
Want to create retargeting EDMs following your promotion? Here’s our top tips:
- Craft Compelling Subject Lines – Your consumers will see the subject line first. So, make sure it’s engaging, concise, and relevant.
- Optimise for Mobile – Ensure your emails are mobile-friendly as most users access their emails on mobile devices.
- Include Clear CTAs – Direct your audience with simple and enticing CTAs to maximise engagement. A marketing message is worthless if your target consumer doesn’t know what actions are required from them.
- Leverage Automation – Automate follow-ups and drip campaigns to maintain consistent communication without additional effort.
- Personalised Beyond Names – Use segmentation to tailor messages based on interests, behaviours, or demographics.
Concluding Thoughts
To conclude, EDMs are more than just a tool for prize fulfilment—they are a powerful channel for retargeting consumers, building loyalty, and driving meaningful conversions. By integrating EDMs into your promotional strategy, you can maximise the impact of your efforts and foster lasting connections with your consumers. With careful planning and execution, EDMs will not only simplify prize fulfilment but also serve as a launchpad for long-term brand success.
At Adlab, we specialise in creating promotions and EDM campaigns that cut through the noise, helping your brand stay memorable and drive real results. From strategy to execution, we’ll ensure your EDMs deliver impact at every stage. Get in contact with us today!