Insight Data, the specialist data and direct marketing company has generated over 2,000 trade and commercial leads from email marketing campaigns carried out for clients in October, representing millions of pounds in new business.
Vicky Francis, marketing manager for Insight, says: “We manage dozens of email marketing campaigns, from pure lead-generation eshots to regular customer e-newsletters, and the results in October broke all records.”
Unfortunately, many companies are still trying and failing at email marketing and the number of companies getting blacklisted is rising, seriously damaging their own reputations.
Vicky adds: “Successful email marketing requires three elements – highly accurate data, a powerful email marketing platform and the right message designed for an email audience. Traditional marketing methods don’t work for email marketing so it is important to have experienced digital marketing skills.”
Insight Data has developed Mailminx, a highly advanced email platform that ensures much higher deliverability rates than other email systems, and also spam scores and tests the email design format in different email clients such as Outlook and Gmail.
“In October we sent some 300,000 marketing emails on behalf of clients and achieved 98% deliverability and an average 21% open rate,” Vicky continues. “But the really exciting result is the number of sales leads – some 2,100 trade enquiries directly from the campaigns.”
One reason for the increased results is the move towards mobile platforms. When Insight builds an email marketing campaign, clients can specify a mobile version to be built. The software then detects how the email is being opened, and either serves the desktop version or a mobile-friendly version.
Vicky comments: “Mobile-optimised campaigns with a dedicated mobile landing page can generate four times the result of a standard email campaign, because most people now use their iPhones or other mobile device to read emails.”
Insight provides a complete email marketing service, including design and copywriting. Clients can supply their own data for campaigns, or can use the Insight database which is continuously updated and verified. Current email contacts on the Insight database include:
• Fabricators/Installers: 14,053
• Republic of Ireland Fabricators/Installers: 583
• Local Builders/White Van Man: 11,760
• Architects and Specifiers: 17,002
• Major House Builders and Contractors: 4,085