Insight Data has updated its email database and now has over 20,000 window industry contacts – more than twice that of other data providers – as well as 15,000 architects and specifiers.
But according to Insight’s digital marketing manager Pete Fealey email should form part of an overall marketing strategy; “email marketing and e-newsletters are the latest big thing but digital marketing is a world apart from traditional marketing. Direct mail can sit on someone’s desk for a few days, with email you have a millisecond to create an impression and gain a suitable response –then it’s gone forever.”
In the right hands email marketing can be a powerful tool, but with over 150 billion spam emails sent every day, companies can invest time and money with little or no return; “you need to understand the mechanics of digital technology” explains Pete; “send bulk emails and you can easily get blacklisted. What’s more, with spam filters, junk folders and using standard email software only a percentage of emails will get through to the intended recipient. Even if they do get through, an email displayed in Outlook can look different to the same email in Gmail or AOL.”
Insight Data has responded with Mailminx, a high-end email marketing system developed jointly with Insights own software team. “We can provide a complete email marketing solution from designing the format to managing the legal compliance. We know, for example, that because most businesses use MS Outlook with a preview pane emails should be designed at 600 wide resolution otherwise they don’t view properly. “