EDM development involves creating and implementing Electronic Direct Mail (EDM) campaigns. It involves designing visually appealing email templates, coding them to ensure compatibility across different devices and email clients, and incorporating compelling content to engage the target audience.

EDM development is essential for businesses as it enables them to effectively reach their audience, deliver targeted messages, and drive desired actions. Well-designed and developed EDM campaigns can enhance brand visibility, increase customer engagement, and ultimately contribute to business growth.

EDM development services usually include design and branding, responsive email coding, content creation, testing and optimization, campaign management, and analytics. These services ensure the result of visually appealing EDMs, seamless user experience, and improved campaign performance.

Responsive email coding is coding EDM templates to ensure they adapt and display correctly across various devices and email clients. It utilizes HTML and CSS techniques to create flexible layouts, scalable images, and optimized content that adjusts to viewing environments.

EDM testing lets you preview and assess how your emails appear and function across different email clients, browsers, and devices. Testing helps identify rendering issues, ensures consistent branding, and improves email deliverability. Platforms like Litmus and Email on Acid are commonly used for comprehensive EDM testing.

Some best practices for EDM development include designing for mobile-first experiences, optimizing load times, using clear and concise content, personalizing emails when possible, ensuring call-to-action solid elements, and regularly testing and refining campaigns based on analytics data.

Whether to outsource or handle EDM development in-house depends on your resources, expertise, and specific requirements. Outsourcing to professionals can provide access to specialized skills, save time, and ensure high-quality results. In-house development may be preferred if you have readily available expertise and resources.

Yes, proper EDM development practices, such as adhering to email coding standards, optimizing for different email clients, and maintaining good list hygiene, can improve email deliverability. By following industry best practices, businesses can minimize the chances of their emails being marked as spam and increase their chances of reaching the recipients’ inboxes.