According to a recent study published by Dr Nora Barnes, senior fellow and chair of the society for new communications research at the University of Massachusetts, more than a quarter of Fortune 500 firms have set up Twitter accounts.

Eric Mattson, chief executive officer of Financial Insite and co-author of the report, said: “The continued steady adoption of blogs and the explosive growth of Twitter among Fortune 500 companies demonstrate the growing importance of social media in the business world.”

This trend is echoed in the window industry, with the number of windows companies using Twitter rapidly increasing.

Insight Data’s Business Development Manager Justin Ball comments “many businesses are using social media to communicate with their target audience and the window industry is no exception. We regularly ‘tweet’ our latest news and it is great way of keeping our customers up-to-date with any new developments.”

While twitter may not be an obvious route to market for window companies, Justin Ball believes the growing presence of systems companies, fabricators and industry magazines using the medium is evidence this is beginning to change.

“Lots of people who have desk based jobs in the window industry are likely to visit social networking sites such as Twitter in their lunch-break. Some of these people are using this time to set up business accounts while others are simply following window industry companies using their personal accounts. This means there is a great opportunity to communicate with potential customers and prompt them to find out more about your company or visit your website. Exploring these less obvious routes to market can yield excellent results and we would encourage any of our customers looking to find new customers to embrace this new technology.”

To see Insight Data’s Twitter account follow this link www.twitter.com/insightdata

If you would like any more information on this blog or Insight Data in general, please call 01934 808 293 or visit www.insightdata.co.uk

You may think your company doesn’t need a newsletter but think again. Newsletters are a great vehicle to deliver information to existing or prospective customers. Not only can you alert the market to your products and services, you can make a more personal connection with the reader by including interesting or heart warming stories about your staff or business. Most of your competitors don’t know how powerful a well-produced newsletter can be, so you have an opportunity to steal a march on them!

Below are just some of the reasons why you need a newsletter. Newsletters are;

• Relatively cheap to produce
• Great engagement devices that get people involved and interested
• One of the best ways to express your business identity and values
• Remarkably flexible – you can use them to convey information, promote your own offerings, share customer testimonials, provide interesting or amusing content ect.
• Relationship builders that help retain good customers, as well as attract good prospects

So how do I produce one?
Ok, so you realise that a newsletter is a great idea and now you want to produce one. But how do you go about it? The following section describes the most important parts of a newsletter and explains how you can do it yourself.

1. Masthead and nameplate
The masthead is the area that appears at the top of the newsletter. The design of the masthead needs to remain consistent throughout all your newsletters otherwise people will not recognise it is your newsletter. The nameplate is a full width display of the newsletters name, issue number and date. Make sure you use appropriate font and the colours reflect your organization.

2. Articles
Each page should have a lead story. You should give this story the most visible headline and more space than any other story– between a third and two thirds of space on the page

The lead story needs to be extremely useful and interesting to the reader. For example, you could write a story saying how selling energy rated windows will increase your customers profits or a recent industry report has reported a surge in demand for composite doors.

When you decide what articles to include in your newsletter, make sure you cover a variety of topics. You want to have something of interest to everyone but make sure it is good journalism, not just disguised sales pitches.

Get to the point
Write short, to the point articles – between 100 and 300 words – and make sure they contain solid nuggets of useable information. Also make sure you tell stories. Tell who did what, when and why they did it and insert a relevant photo of the person.

Grabbing and holding the readers attention
Design is as important as writing in making an appealing newsletter. Lay out articles in such a way that they capture the reader’s attention and invite them to read on. Break them up with new paragraphs at least every five or seven column centimeters. Interrupt long flows of text with headers, tables bullets or an illustration. Add a sidebar (a very short piece or how-to tip that relates to the main article) to increase appeal to the reader.

3. Headers
Headers (also called headlines) should be set in the larger and bolder type than the body of the article. Don’t make a header too wordy, but ensure that it contains enough description to invite the viewer to read on.

You can use special headline typefaces for your headers or use bold type from the same typeface family used in the body of the article. You don’t want to use too many type styles in a single publication. As a general rule of thumb, stick to using one type style for most or all of your text. However, headlines are the exception. You can use a variety of colours shapes and sizes in the headlines to keep them interesting and break up the articles.

4. Type
The body of an article should use a clean, conservative typeface set large enough so it can be easily read – usually size 10, 11, or 12. Avoid all fonts designed to look like handwriting, comic book scripts or old typewriters, unless you have a really good reason to use them.

5. Columns
Use columns whenever you have a large amount of type. The eye may waver and jump from line to line when it has to follow lines of type that go across a full page. If you break up the same article into two or three columns, the line is shorter, so the eye focuses for a shorter amount of time and doesn’t get side tracked.

6. Flow and readability
Make sure your newsletter flows. If you have to continue articles on another page, don’t make finding the continuation difficult for readers. If possible, keep article together to make reading less frustrating.

7. Size
You can publish newsletters on virtually any size of paper. The main factors are the amount of content you have and budget (think smaller if you are on a limited budget). Newsletters can range from both sides of an A4 to a 4, 6 or 8 page A4 newsletter.  A larger format A3 newsletter is still occassionally used to create impact, but can look a little clumsey.

8. Photos and artwork
As with brochures, you can use photos and artwork to make a newsletter article more interesting and to create an appropriate mood or feeling. Text wrap – when a text wraps around a box containing artwork instead of stopping above the box and continuing below it – can also be an effective strategy in a newsletter.

Get these factors right and you will be well on your way to writing a newsletter that will hook the interest of new and prospective customers. Alternatively, Insight Data’s creative design and copywriting team will put together a powerful newsletter, print it and mail it to your prospect clients selected from the Insight database. For more information contact us on info@insightdata.co.uk, by telephone on 01934 808293 or visit www.insightdata.co.uk

Imagine prospecting for gold in the late 19th century. Technology was limited, resources sparse and often sheer luck determined who struck gold and who came up with nothing. These days, there is no reason to leave prospecting for sales leads, the modern gold dust, to chance. Insight Data, the leading provider of prospect data, have launched the latest version of SalesTracker, the industry’s first on-line prospect database which will transform how subscribers target, convert and win new business.

According to Helen Costeloe-Hughes, Insight’s Commercial Director, there are three key elements a business needs to bring together in order to prospect successfully. “First and foremost you need high quality, accurate data. Secondly, you need a system in place to manage the data. Having the information is one thing, but you may also need to assign prospects to the right members of your sales team so they can keep track of leads. Thirdly, you need a contact strategy to ensure your message is getting across to the right prospects. There’s no point having the information if you don’t communicate effectively with your target audience. Your contact strategy can include a mix of direct mail, e-marketing, telesales and cold calling. If this is done well, you will be making appointments with hot prospects and you will start to see results very quickly.”

Sounds very promising, but how can your business bring these three elements together?

“SalesTracker effectively kills-off old fashioned desktop databases” continues Helen, “The user-friendly front end not only allows users to search the data and identify relevant targets quickly and efficiently, it is also a fully fledged contact management system. One of the key features is ‘List Builder’, a powerful campaign management tool that allows clients to create and save search results and instantly produce lists for direct mail or e-mail and follow-up schedules for sales people. Meanwhile a new scrolling function makes it faster and easier for telesales people to use. Any number of lists can be saved and comments added simultaneously to all records on the list. Users can then refer back to individual campaigns for follow-up.”

So, what can the new Salestracker offer you?

High quality data

The backbone of the new Salestracker is data. Insight has contact details of over 14,000 window, door and conservatory manufacturers and installers in the UK and subscribers can select the data that is relevant to their business. For example, if you’re looking to target installers in the South East or aluminium fabricators in the North West, Insight provides contact details for just that region, enabling you to quickly scroll through and select your prospects. The database is updated live in real-time a full-time team of directly employed researchers. If a new record is added at 9:00am, clients can be contacting them at 9:05am, which is a huge advantage to subscribers.

Apps
One of the most exciting features on the new Salestracker is Applications (Apps). Users can select the Apps that will be most beneficial to their business and can even have their own Apps built for them. An iPhone, Blackberry and smart-phone App is already in development. It utilises GPS tracking technology and, as Helen explains “If a sales person is early for a meeting, they can simply click on the App on their handset to receive a list of every window company around their current location. This will help them use their time effectively and target more prospects.”

Insight will soon be launching a Credit-Referencing App that allows users to check the credit score, credit limit and financial status of their potential customers. “This has never been done before in the window industry and will give companies an unprecedented insight into their prospects’ financial information – a very powerful tool especially with the uncertain economic conditions” Helen comments.

Direct Marketing
Now you have the name and details of your prospects and have a tracking system in place, you need to implement your contact strategy. If clients don’t have time or resources to do this themselves, Insight has the facilities in-house to put together powerful direct marketing campaigns that are proven to get results. Helen explains “We have our own fulfillment facility capable of personalised laser-printing, collating, folding, inserting and franking several thousand items in hours, while our creative team designs eye catching fliers and writes powerful sales letters that will grab your prospects’ attention. Mailminx is our latest in-house service, enabling you to send out hard-hitting e-shots that will reach your targets without getting caught in spam filters.”

Helen concludes “prospecting is something every business needs to get right. We already had over 200 users subscribed to the previous Salestracker and expect this to grow rapidly with the launch of the brand new version. We urge any companies in the window industry to get in contact with us so we can help you smash your sales targets for 2010.”

For more information on Salestracker visit www.insightdata.co.uk/Salestracker.htm or contact Insight Data on 01934 808293 or by email on info@insightdata.co.uk

Posted by Insight Data’s Marketing Department

If you use direct mail to promote your company, writing a powerful sales letter is absolutely vital. So how do you write a sales letter than really gets the phone ringing?

Pitch to the right audience

Your product or service needs to match the needs of the recipient. It’s no good trying to sell your bespoke aluminium system to an installer who only deals in PVC-u.   Likewise, don’t send technical material to the sales manager, or fluffy sales material to an operations manager.   Target precisely and make it relevant to the reader.

Using a headline introduction

Use a powerful introduction headline to capture the readers attention so they read the first paragraph.  (Which has more impact: “A sales letter Richard Branson would be proud off” or “Writing a good sales letter”).

Use short paragraphs and be precise

Less is more. Get to the point and be clear and concise throughout, or you risk losing their interest.  Short, snappy paragraphs are always best.  And make it personal – Dear Mr Smith will always elicit a better response than “Dear Sir or Madam”.

Use simple words

You are not trying to impress the reader with your vocabulary.  Short, easily digestible words are better than long, impressive words.  This isn’t a technical data sheet, it’s a sales letter.

Focus on benefits

You may want to shout from the rooftops how good your new product is, but all the reader cares about is what it will do for them.  Talk about the benefits – will it make life easier for the customer, is it faster, better, cheaper? Will it improve sales or profit margins?  “This new window will reduce your heating bill by £325 per year” is better than “Our windows are fitted with the latest Low-E glass”.

Include a call to action

Every direct mail letter should include an all-important call to action, ideally with a deadline. Call before 4pm Monday. The call-to-action should direct people to your website, or to phone or email you for a specific reason – more information, book an appointment, request a brochure.   Let people know what to do, and some of them will do it. Don’t let them know, and nobody will do it!

Use testimonials

The best recommendation for your product or service comes from satisfied customers, so try to include a testimonial. If you delivered 20 composite doors at short notice to one of your trade customers, quoting your customer as “delighted with your service” can be very compelling.

Use the You word

I can talk all day about how great I am and how great my company and my products are, after all we are the number one in our industry.  Alternatively I can talk about you and your business and how you could increase your sales and increase your profit if you simply contacted me. You is the most powerful sales-word in the English language.  Since M&S (Marks & Spencer) became Your M&S the business has seen spectacular success.  Are you sold yet?

So there you have it.  By following these tips you should be well on your way to writing powerful sales letter that might even impress Richard Branson.  But if you don’t have the time or resources to do your own direct mail, Insight Data has a dedicated direct mail division, including highly experienced copy writers.  Call 01934 808293, follow us at www.twitter.com/insightdata or visit http://www.insightdata.co.uk/Directmail.htm

Posted by Insight Data’s marketing team. 

Insight Data is the UK’s leading provider of prospect data for the window, conservatory and building industry, with an in-house direct mail and email marketing division for customers who don’t have the time or resources to carry out database marketing themselves. www.insightdata.co.uk

Our thanks to www.asgmarketing.co.uk for supplying this article.

With direct mail proven to generate 10 to 20 times more response than other marketing why do so many companies still get the basics wrong? Below are the 7 Laws of Success that will make sure your direct mail campaign is a success and drives new business right to your door.

 1. Use data from an accurate up-to-date database – High quality data is the backbone of any direct mail campaign. Don’t use directories, online listings, or budget mailing lists – you’ll be wasting your money trying to contact companies who have moved, gone bust, or who are not relevant to your product/service. Investing in a prospect list that is accurate and up-to-date will pay for itself many times over.

2. Use a personalised, well written sales letter – A personlised letter is more likely to be opened by the recipient, giving you the few seconds needed to create an impact. However, if your grammar is poor or the copy doesn’t flow, the reader will simply bin the letter, wasting all your hard work. Even the layout of the letter is important. If it doesn’t look appealing to the eye it won’t be read.  See our article on writing a sales letter.

3. Use window envelopes – never use address labels -What is the first thing people think when receiving a letter addressed with a label? Junk mail. And the first thing they do? Throw it in the bin. Window envelopes look more professional and are much more likely to be opened by the intended recipient rather than their secretary – giving you a few vital seconds to create an impact.  

4. Produce a quality flyer/mailer with your USP – if you don’t give the reader a really good reason to contact you, guess what? They won’t!  Think carefully about the benefits your product/service offers and explain it clearly and precisely.  Then, turn this into a well-designed, well-written and high-impact flyer/mailer. 

5. Always include a ‘call-to-action’ – Good design and copy is essential to hook the readers interest in the first place. You then need to tell your reader what to do next – otherwise known as ‘call to action’.  For example – “Call now to get your free quote!” or “Visit our Website today and download our new order form!” If you don’t explicitly tell someone what to do, the chances are they won’t bother contacting you. 

6. Remember: Repetition creates Recognition – One or two mailers will create a response, but mailing regularly will keep you name where it needs to be – in front of your prospect.  And what happens when they need your particular type of product/service, or their current supplier lets them down?    Remember: Repetition creates Recognition.   Mail prospects monthly and you’ll quickly see your brand recognition – and enquiry levels – increase.

7. Monitor and analyse your response - Be sure to record your response rate and see which mailers give the best response.  Simply changing the headline or image can dramatically change the response rate.  So experiment and monitor the results – and keep tweaking it until you maximise your response rate!

Getting these Seven Laws right can transform your fortunes and potentially drive millions of pounds in business to your doorstep.  If you don’t have the time or resources to carry out regular direct mail in-house Insight Data has a dedicated direct mail division, visit http://www.insightdata.co.uk/Directmail.htm, email us on info@insightdata.co.uk or call 01934 808 293.

Insight Data Ltd

Insight Data is the UK’s leading supplier of prospect data for the window and conservatory industry, with an in-house direct mail and email marketing department for customers who don’t have the time or resources to carry our database marketing themselves. Visit www.insightdata.co.uk

Marketing e-mails are at risk of being blocked as spam because companies are not correctly managing their e-mail communications, according to a survey conducted by the Direct Marketing Association (DMA) – the leading authority in direct marketing.

More than half of the businesses questioned admitted they did not restrict the amount of messages that can be sent in a given period, while a fifth of marketers interviewed are failing to remove email addresses from mailing list after they bounce back.

According to the DMA, this has “potentially catastrophic implications for their sender reputation” and could result in their Internet Service Providers (ISP’s) blocking their marketing messages as spam. With more companies using email as part of their overall marketing strategy, this needs to be urgently addressed.

So how can your business use e-marketing successfully and avoid spam filters?

Investing in dedicated email software and using it correctly is essential to avoid spam filters. If you send out bulk emails from the same email address or domain you could easily get blacklisted on the ISP’s blacklist register and your email blocked as spam.  

Here are some tips on choosing the right email software;

Stagger Sending

Use a software system that staggers bulk sending; so instead of 3,000 emails sent simultaneously it sends in bursts, thus reducing the risk of ISPs identifying large volume spam.

Spam Test

Choose a system that “spam” scores your email.  This technology uses the latest spam software to scan your email against know criteria and gives a spam score.  The word Essex for example (Es – sex) could increase your spam score and lots of “click here” hyperlinks can bump up your spam score.   Using spam-scoring software enables you to tweak your email and increase deliverability rates.

Inbox Test

Use software that provides “Inbox Testing”.  You may think your email looks great, but when it arrives in Hotmail, Gmail, Outlook 2003, Outlook 2007, AOL or Yahoo Mail it can look completely different.  Inbox testing allows you to preview how your email will look in all the major email clients before you send it – improving your response rate.

Have an Unsubscribe List

You must include an unsubscribe option, and be sure to remove any recipient from future mailings.  Failure to do so can result in penalties and the recipient can report you (this person is spamming me) which can result in your domain being added to blacklists.  Manage your unsubscribe list to ensure this doesn’t happen!

View in Browser

Many email clients – such as Outlook or Hotmail – will block images automatically, and recipients need to click to enable viewing of the full email.  However, if for whatever reason this doesn’t happen (an over-eager email client strips out the content), be sure to include a “view in browser” option whereby the recipient can click on a link to see the email in all its glory on their web browser.

Use accurate Data

Email data degrades at over 5% per month.  People move, change jobs, change email addresses or domains, and inevitable email addresses can be incorrect (.com rather than co.uk).  Be sure to update and refresh your email data list every time you send an email campaign.  

Track your results

Be sure to monitor your deliverability rates, email-opening rates, and click-through rates to your website or purposed designed microsite/landing page (created specifically for your email campaign). 

I don’t have the time or resources to do email marketing!

With over 150 billion emails recorded as spam every day, effective email marketing is a science. For this reason it is often outsourced to a specialist company to avoid the pitfalls outlined in this article.   Insight Data has a specialist email marketing division which uses its own world-class email marketing technology, MailMinx, along with a dedicated team of digital marketing experts.   What’s more, as the UK’s leading provider of prospect data for the window, conservatory and building industry we also hold and update over 50,000 email records.  For more information contact us on info@insightdata.co.uk, by telephone on 01934 808293 or visit http://www.insightdata.co.uk/Emarketing.htm