• by Ray Schultz , Columnist, July 20, 2026

The marketing business is constantly coming up with new buzzwords to describe seemingly old processes. Take the term electronic direct mail. 

Forgive us for thinking that this was some kind of real-time direct mail application. But no—it’s an email variation. 

DHL explains it in a new article posted on its site. 

“While the terms are often used interchangeably,  EDM is more focused on driving transactions, whereas traditional email marketing often includes broader, brand-building communications,” it says. “Additionally, EDM also tends to be more integrated within an omnichannel strategy.” 

That’s only partially true. Email is often used for direct sales, especially when tied to promotions. And it certainly can be part of multichannel campaigns.  

DHL offers some advice in this regard:  “When launching a new product line or restocking a best selling item, align your email distribution with complementary marketing channels to maximize impact. Social media, PR efforts, and in-person activations can work together with your email campaigns to create a cohesive, omnichannel experience that consistently reinforces your message.”

Here’s another key difference: “While email marketing often includes ‘softer’, more brand-oriented communications -- such as welcome messages and ongoing engagement through regular newsletters -- EDM is inherently  more direct and sales-driven, as the name implies."

Again, does that say anything you haven’t heard about email?

But give DHL this much: The suggestions it offers are good basics for any email sender. 

It advises EDM mailers to: 

• Segment your audience database 
• Adopt a highly personalized approach 
• Track campaign performance