By Alex Tremlett, operations manager, Insight Data

Email marketing has been around for decades, but many people are still not convinced that it should form part of a marketing toolkit.

For years, it’s been predicted that email marketing will die out, replaced by instant messaging platforms, social media channels, and other new technologies. However, this hasn’t been the case.

Nowadays, people can access emails in the palm of their hand, making email marketing one of the most powerful tools that businesses should be utilising.

While you can’t guarantee that everyone has a social media presence or actively uses these channels, you can be sure that everyone has an email address. This is because, without one, you’re not able to create a social media profile, order online, sign-up for streaming services and use many other platforms. In today’s world, no email address creates several issues – particularly for business owners.

Ultimately, this is why email is still the business tool of choice, and why it’s so powerful because every CEO, business leader, influencer, sales and marketing department will have an email address, which they will be checking regularly on their mobile phone.

As a cost-effective marketing tool, it’s definitely time to re-engage with email marketing.

Accurate and reliable data

Although email marketing is a powerful tactic, its success comes from how reliable and accurate the data is.

Sending a campaign to an out-of-date or inaccurate email list will increase the number of bounce backs and could even end up being blacklisted and flagged as spam.

To make sure that companies are reaching out to the most relevant people, and therefore accessing up-to-date contact information, Insight Data has actively researched over 14,000 companies within the window, door and conservatory industry.

Our fenestration database includes 20,000 email addresses of senior decision-makers from fabricators and installers across the UK.

With access to our fenestration database, companies can be assured that they are reaching the most relevant prospects. This is because our dedicated research team works tirelessly to make sure users have both the email address and job title of every contact. So, they know exactly who is on the email campaign distribution list.

Through Insight Data, companies can also narrow down their target audience by region, industry and name to create more targeted email campaigns which result in higher levels of engagement.

With an accurate list of prospects, the final step to creating a successful email marketing campaign is the design of the email and the software used.

Email marketing is a science that is very easy to get wrong. You can encounter a number of problems without the right software which is why we have designed cutting-edge technology that can bypass any issues, arrive at the right destination and be viewed in the right format.

Designed specifically for companies wanting to utilise the power of email marketing, Insight Data has built its own specialist email marketing platform. Known as STEM, the system combines the power of world-class email software which is compatible with Insight’s most advanced sales and marketing platform.

Our STEM users can instantly build, design and send email campaigns to their ideal prospects. They also have access to the most up-to-date market intelligence which increases their chances of getting the best results.

Plus, with full reporting capabilities, users can also track the number of email opens and click-throughs as well as analyse the success rate and data by device and location. With this information, they’ll be able to shape future campaigns, guaranteeing further success with every e-shot they send.

Working with a company, like Insight Data, which has the facilities to launch a thriving email marketing campaign, suppliers to the fenestration industry can effectively and efficiently pinpoint their ideal prospects.

Combining this specific technique with other marketing tactics like press advertising, direct mail, social media and PR will maximise your business’ exposure and increase both leads and sales.

Email marketing is a powerful, cost-effective marketing tool that can result in some quick wins and longer-term brand recognition.