The primary purpose of eDM is to drive organizational and subscriber value. Smart marketers will use eDM as a revenue predictor as well as a sales management strategy.
Lets say you have team of 8 sales people. That is 8 sales people that should be generating eDM subscribers through their daily activity. Be it face to face drop ins, calls etc each salesperson should be logging that activity in the CRM and/or eDM platform which will grow their subscriber numbers.
When campaigns are sent, recipients should receive campaign content from their contact point, not just from the organization.
Open rates, engagement and sales will all increase and you will have the data to monitor, tweak and manage the process as well as increasing subscribers.