Email marketing continues to gain favour with businesses looking to cost-effectively engage with potential prospects, but data experts Insight Data warn that many companies are focussing large amounts of time and effort on campaigns that are generating little or no response.
Insight Data’s commercial manager Helen Costeloe-Hughes comments: “There are three key ingredients to a successful email marketing campaign – data, creative and technology – but many businesses are only focussing on one or two of these aspects which can lead to disappointing results.”
According to Helen the foundation of any successful email campaign is quality data:
“No matter how good your campaign looks, if it doesn’t generate response then that is a lot of time and resources wasted. Investing in quality, up-to-date data will get your campaign seen by the right people, improving response rates dramatically. Here at Insight data our in-house research team continuously refresh our records to ensure users of the data are only targeting the most relevant contacts.”
The next step to email success is the visuals of the campaign. Just as a good looking campaign sent with an out of date mailing list is not going to get seen by the right people, a poorly designed campaign will not entice people to respond no matter how up-to-date your mailing list.
Helen comments: “Our dedicated email marketing team are experts in creating powerful and visually appealing campaigns that use engaging and relevant headlines to catch the attention of the recipient and make them want to read more and respond to your email.”
Once a design is supplied or created, Insight Data will develop this in rich, high impact HTML format. This is then SPAM scored and ‘inbox tested’ against various standard email clients such as Outlook, Gmail and AOL using Insight’s specialist email marketing software, Mailminx. This helps to reduce the number of emails caught by spam filters and junk email folders to ensure more emails get through to the intended recipient, improving results further.”
Helen concludes, “Whilst email marketing is a powerful and cost-effective way to engage with thousands of potential customers, many companies are wasting time on just one part of the campaign instead of all three aspects. Using an expert email marketing provider such as Insight Data to send and manage your campaigns will help drive response and boost results.”