EDM marketing is widely used in the field of cross-border e-commerce. Even though social media has partially replaced email in terms of customer operations, EDM is still the main tool for customer development. EDM has the following main functions.
(1) Building brand image. The value of EDM marketing to the corporate brand image is gradually accumulated in the long-term process of contact with users. Standardized and professional EDM marketing has a positive role in promoting brand image, and it is also a long-term construction process.
(2) Product promotion and sales. Product promotion and sales are one of the main purposes of EDM marketing. It can stimulate the purchase of potential customers and the repurchase of old customers to a certain extent, so it has an excellent sales effect.
(3) Maintaining customer relationships. EDM marketing is an interactive communication tool. Business personnel can play some small games with subscribers in emails to stimulate users’ curiosity and increase customers’ click-through rate.
(4) Market research. Using e-mail to conduct online surveys is one of the most commonly used methods in online market research. It has the characteristics of questionnaire delivery, short payback period and low cost.