The importance of data in email marketing
There are many factors to consider when embarking on an email marketing campaign. One of these is who to send your emails to? If you're trying to tap into a new market or want to simply bring more customers on board, then you will be looking to seek out companies you have probably not had contact with before.
But there are many things to consider. Sending out thousands of emails to just anyone (the blanket-bomb approach) in the hope that it might be of interest can be a completely pointless exercise. If you are looking for specific customers in a small geographical area or a particular industry. If it's brand awareness you are after then the number of contacts will be important to your campaign. It's important to know that. Targeting the right people in the right places is key to a successful campaign.
So, where do you start?
There are many data houses that specialise in obtaining contacts for this purpose and they all differ greatly! Over the past few years or successfully running these campaigns, we have forged close relationships with those we feel offer the best quality data.
One of the great advantages to licensing data from a data house is that they will have done all the research for you, creating a database of well-segmented and up to date email contacts that are fully GDPR compliant. Obviously, there is a cost involved in licensing data from them, but the amount of time and effort saved in trying to obtain this kind of information yourself is well worth it!
Data suppliers have enormous amounts of information available so it's important to consider targetting the right people for your purposes. There are various criteria to consider which can help to narrow or widen your search to ensure that you only approach the most relevant people in the right companies.
Who is your target audience?
Consider the following criteria:
Industry - are there specific industries that are suited to your product or service or are of no relevance and you want to exclude?
Job title - do you want to be in touch with HR departments, financial decision-makers, buyers, marketing consultants etc?
Size of company - often you can specify by number of employees or turnover if this is relevant to your campaign. There would be no point contacting enormous nationwide companies offering to do their catering if you have a small company with 5 employees as you just wouldn't be able to cope if they said yes!
Geography - companies such as solicitors or financial advisors could offer their services to anyone irrespective of location, but going back to the small catering company we already mentioned as an example, there could be little point gaining a customer in Edinburgh if you are based in Brighton!
Once you have selected the right data, it's then on to what to do with it. We work on highly targeted and effective lead generation via email prospecting campaigns with our clients. Using a specialised email platform we ensure that emails are delivered to inboxes, not spam and aim to achieve the very best results.