Creating EDMs that generate leads for your business.

In any business, lead generation is key to driving sales and sustaining a profitable business. Despite this, 61% of marketers say generating leads is their top challenge. For small business owners especially, it can be a challenge to figure out which marketing efforts are worth the time and money and how to go about attracting new customers.

One digital marketing approach that’s stood the test of time for good reason is email marketing, or EDMs. In fact, a 2018 study found that the average return on investment for EDMs is $32. In practice, that means for every dollar you put towards your email marketing budget, you can expect to receive an average of $32 in sales in return. In light of this, it’s easy to see why EDMs are a widely popular marketing tactic for large and small businesses alike.

So, where should you start with email marketing? This guide covers the essentials of generating leads with EDMs to help you get the most out of your marketing budget.

What is EDM marketing?

The acronym ‘EDM’ stands for ‘electronic direct mail’ and it’s a type of direct marketing that uses email to communicate commercial messages to an audience. In other words, it means getting in touch with customers (or potential customers) via email to share updates and information.

Typically, an EDM mailing list is made up of people who have visited your site and opted to sign up for your newsletter, or entered it when making a purchase or filling out a form on your site.

EDM marketing can be used to help achieve goals such as:

  • spreading the word about your products or services (building awareness)
  • advertising promotions and sales
  • up-selling or cross-selling
  • collecting customer reviews
  • attracting new customers
  • encouraging past customers to buy from you again.

As you can see, the possibilities are vast when it comes to EDM marketing, so it’s important to have clear goals in mind before you get started. In this article, we’ll be talking about creating EDMs for the purpose of lead generation.

What is lead generation?

Lead generation is the process of collecting and gathering leads – aka potential customers – through marketing efforts. For example, if you ask a user on your website to fill out a form that includes their email address, that’s a type of email lead generation.

Similarly, if you send that user a follow-up email with more information about your business, you’re doing what’s called ‘lead nurturing’. In other words, you’ve generated the lead and now you’re taking the next step to encourage them to become a customer.

In the context of EDMs, lead generation usually involves:

  • creating informative, relevant website content that can be used to both drive traffic to your website and that you can directly share with users via email
  • creating a mechanism by which site visitors can sign up to your email mailing list, such as a form on your website
  • interacting with your leads on a regular basis through relevant emails
  • incentivising your leads to become paying customers with sales, promotions or other marketing content

It’s important to note that lead generation isn’t as simple as putting a form on your website and hoping for the best.

Genuinely attracting and encouraging potential customers to give up their details comes down to having a strong SEO and content marketing strategy. Our free guide to creating standout online content for your business covers this in more detail.

How to generate email leads.

You know you want to start using EDMs to grow your customer base but there’s one problem: you don’t have any email subscribers. Expecting to drive sales through email is like putting the cart before the horse if you haven’t built a subscriber list.

The following tactics are just some of the ways you can encourage people to share their email with you – but feel free to get creative in your approach!

Have a contact form on your website.

This is one of the easiest ways to capture leads as it encourages users to share their details any time they want to contact your business via your website.

Remember that you must include an ‘Opt In’ box that the user can tick to give their consent if you want to use the email address captured for marketing purposes. You can find out more about this in the ACMA’s guide to avoiding sending spam.

Use display pop-ups.

A display pop-up is a form that shows up onscreen any time a user takes a specified action on your website.

For this lead generation tool to work, it’s important to have the pop-up display at the right time, such as when the user has reached the end of a page containing valuable information. Most website builders either have their own pop-up builder or a plugin you can install to add display pop-ups to your website. If you’re not sure about the process, Yellow Pages’ Websites team can help.

Run a competition.

Running a competition is a great way to drive enthusiasm for your brand, increase subscriptions and generate leads. And, depending on the prize, you can run a competition on social media, through your website or elsewhere without having to outlay much of your budget.

Photo contests, caption contests and voting competitions are especially ideal for getting people involved and excited. You can use a competition builder like Shortstack to create a form that captures entrants’ email addresses, which you can add to your website and social media pages.

Offer gated content.

Gated content is any content that requires email sign-up to access. Long-form articles, step-by-step tutorials, how-to guides and instructional videos offer a great opportunity to capture email addresses. This is because insightful, in-depth content provides a valuable reason for people to sign up. The key to making this work is ensuring the content is highly relevant to your audience and based on your specific expertise.

Email lead nurturing best practices.

So you’ve built a solid list of email leads. Now the question is: what do you do with them? The process after lead generation – also known as lead nurturing – is just as important, if not more important, than getting the leads in the first place.

At this stage, it’s critical to make contact with your subscribers regularly to remind them about your business and give them reasons to engage with you further.

There’s no one-size-fits-all approach to email lead nurturing, and your strategy should be based on what your specific customers are looking for, as well as your business model. However, you can get started with these email lead nurturing best practices that can be applied to any business.

  • Use an engaging, snappy and personal subject line – Subject lines with the highest open rates are under 60 characters or over 70 characters, so go short or long, but not in-between.
  • Send relevant emails that serve a specific purpose – Whether it’s an upcoming promotion, a great new piece of content, a limited-time discount or anything else, make sure every email you send has a goal.
  • Send your emails at the right time – Choosing the perfect moment to send emails to your subscribers depends on their behaviours. Testing different send times and reviewing your open rates for emails will help you pinpoint the sweet spot for your business.
  • Enable email marketing personalisation – Personalisation is key to getting noticed, maximising open rates, and ultimately, making more sales. Choose an email marketing platform that has the capability to address subscribers by name at the very least, and if you’re game to get even more sophisticated, set up triggered emails based on users’ behaviours on your website.
  • Make sure your emails are optimised for desktop, mobile and tablet devices – Emails should be easy to access and skim on all devices.
  • Keep testing and fine-tuning your strategy – Pay attention to your email marketing platform’s analytics and reporting, so you can make more informed decisions about your lead nurturing strategy.

What does a great lead nurturing email look like?

  • Engaging and succinct
  • Targeted to your specific audience
  • Designed to drive action with an incentive
  • Personalised to the recipient
  • Easy to skim on all devices.

Which EDM marketing software should you use?

Most modern EDM platforms and apps run the gamut from simple text-based email send-outs to full automated marketing campaigns. Choosing the right one for you depends on your business, your level of technical know-how and what you want to achieve.

If you simply want to use EDMs to share monthly newsletters or let people know about promotions every now and then, you might be satisfied with the free version of a popular platform like Mailchimp or sendinblue.

If you need to manage customer contacts gathered from multiple sources, Pocket Office makes it easy to respond to all customer enquiries in one place.

Or, if you want to set up more complex marketing campaigns, a paid email marketing service like Campaign Monitor could be the right fit for your needs.

In any case, when comparing your options, take note of the following features:


  • Quick and easy setup.
  • User-friendly interface.
  • Customisable template library.
  • Drag-and-drop email editor.
  • In-built analytics and reporting.
  • Guides and tutorials.


  • Subscriber segmentation.
  • Marketing automation capabilities e.g. automated emails sent based on subscribers’ browsing history.
  • Send time optimisation – automatic send times based on your open rates.
  • Remarketing ad capabilities.
  • Business app integrations.

Using EDMs to generate leads for your business has never been easier thanks to the range of sophisticated and user-friendly email marketing and business management platforms out there.

If you’re looking for a tool to help you manage your email marketing and business from end-to-end, check out Yellow Pages’ handy business management app – Pocket Office.

Pocket Office allows you to:

  • Send all your leads to one organised place
  • Answer customer queries
  • Organise payments and quotes all in one place
  • Keep loyal customers with promotions and deals
  • Bring back lost customers
  • Send group emails and welcome your new customers in just three steps.

Find out more about Pocket Office here.

Manage bookings, invoices, appointments, email marketing and more with Yellow Pages' Pocket Office.

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