Insight Data recently celebrated as email delivery rates reached a staggering 98% across its database of 50,000 email contacts. Vicky Francis, direct marketing manager at Insight Data says it’s all about results. “Email marketing is both an art and a science.  You need great creative to capture attention, but you also need the technical skills and technology to ensure the campaign gets delivered.”

Insight has developed its own email marketing platform, Mailminx, and sends over 5 million emails every year. The company also has a dedicated email team including designers, copy-writers and a technical team who manage the software platform. “We monitor important elements such as sender reputation, and insist on spam scoring and inbox testing every campaign.”

Vicky continues; “Off course, an email campaign is only as good as the data you use. Insight has over 50,000 verified email addresses spanning the glazing and building industry, including window/door companies, general builders, architects and construction companies.  The email addresses are tested and checked on average every 3 days, and Mailminx sends bounce-backs straight to our research team for updating.”

With almost all business people now accessing email on their smartphones, email marketing has become the most effective way of engaging directly with decision makers, bypassing the ‘gate-keeper’ completely.

“Email marketing isn’t about putting an advert into an email and sending it; that will have disastrous results. It needs to be professionally designed in HTML – like a website – and tested across different email clients like Outlook and Gmail.”

Building a dedicated ‘landing page’ is also essential says Vicky; “there’s no point sending a targeted email campaign and the recipient opens it, clicks the link and then goes… to your website home page. That’s a complete waste of time and money. You need a purpose-built landing page that reinforces the email content and has a lead-capture enquiry form. This then forwards the enquiry directly to you as an email.”

Insight can provide advice on how to maximise your email marketing campaigns, or if you don’t have the time or resources they can manage the campaigns on your behalf.  Call us on 01934 808293 or send us an online message.

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