Insight Data: Using data to capitalise on direct mail campaigns

Insight Data’s Operations Manager, Alex Tremlett, discusses the true power of combining a marketing technique that often gets left out of sales and marketing strategies with a winning data list.

Almost every business has had to rethink, reinvest and adapt over the past three years. A pandemic followed by economic uncertainty has made many businesses across the construction sector take a fresh approach with their business model.

As a result, marketing and reaching out to customers is more important now than ever, which is why getting their attention is vital. One of the most effective ways to do this is in the shape of an age-old marketing technique.

Direct mail has been around for several decades, and its success comes from the personal touch it provides. Although it feels forgotten in a digital world, the pandemic helped to show people just how important it is to them.

According to the Royal Mail, 31% of direct mail leads to commercial actions, whether that’s purchasing, going online or visiting a store, which is a huge number considering the scale of some campaigns.

Lockdown

In fact, 7 in 10 people felt that mail was the best way for the Government to communicate key messages during the lockdown in 2020, showing the importance of physical mail.

But such actions are only plausible if the mail is delivered to the right people and the right place.

Sending hundreds or thousands of letters, drop cards and brochures to the wrong audiences and locations will prove a costly waste of money and resources. To avoid this, you will need a real-time prospect database so you can target the most relevant audience.

Ultimately, the likelihood of a successful direct mail campaign hinges on the data that drives it.

That is why Insight Data’s direct mail campaigns achieve a deliverability rate of 96%.

Low risk, high delivery

Insight Data help to ease any worries you may have about creating a direct mail campaign by providing you with its comprehensive collection of real-time data

With its prospect database, the target audience can be carefully selected to ensure you generate quality leads and connect with the key decision-makers.

Campaigns can be used to deliver any objective, depending on your needs. From personalised sales letters, corporate newsletters or promotional material, you really can put the client at the heart of the message.

For a marketing strategy to be successful it needs to utilise data. Time and time again Insight Data has seen companies waste thousands of pounds sending mail which ends up in the hands of the wrong people, or even goes undelivered.

But with its construction database, you will have access to over 1,000 records of companies with a turnover of over £5 million – ranging from the UK’s leading main contractors, house builders, property developers and major property maintenance companies.

Data never stays still, and with companies changing personnel and suppliers, it is vital to have access to the most up-to-date information that is available to you.

Data kept fresh by a dedicated team

All data is kept relevant at Insight Data by a team of dedicated in-house tele-researchers, who make around 20,000 telephone calls a month.

The team, made up of construction file researchers, ensure the data doesn’t become static. They manually input the correct contact details which then automatically updates the information on the Salestracker platform and also refreshes for all users.

All of the data can be used to help companies successfully sell their products and services, gain a better understanding of its competitors and communicate with other-like minded businesses.

Insight is better with data

Insight Data is the UK’s leading provider of real-time data for the fenestration and construction industries.

Launched in 2007 by Andrew Scott, Insight has a dedicated research call centre and software development unit, with 20 staff at a purpose-designed HQ near Bristol.

For the last 15 years, Insight Data has pioneered live data, providing customers with access to the latest, most accurate information in real time.

For more information on gaining access to Insight Data’s market-leading database, please visit https://www.insightdata.co.uk/contact/

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