Email marketing campaigns to the public sector

The UK’s public sector is a valuable, yet complex sector to break into. Where B2B marketers often find success with social media and other forms of digital marketing, the public sector looks to other channels when looking for new suppliers.

It relies on the supplier connecting directly with the organisation’s they feel most need and could benefit from their products and services.

An email marketing strategy is one of the best ways you can communicate this information.

‍Our managed email marketing service, allows you to communicate directly with budget-holding decision makers within the following types of organisations:

• central government,
• MPs and Lords,
• local government,
• parish councils,
• NHS,
• care homes,
• dentists,
• further and higher education, and
• housing associations.

Our database contains:

• more than 130,000 public sector decision maker email addresses,
• 43,000 organisation email addresses,
• 88,000 organisations, and
• 118,000 sites across the UK.

The information contained on our databases is designed specifically for direct marketing campaigns.

Choose the public sector contacts you want to reach

Select the decision makers with budgets and responsibility for purchasing products or services you supply.

With our managed public sector email marketing service you can specify decision makers by both job function and management level.

Over a 12 month period, email marketing to our public sector database will increase…

• how aware your target audiences are of your company,
• the credibility of your company in the eyes of these decision makers, and
• the added value in the products and services you offer.

The lower your marketing costs, the higher the return you’ll make on your investment with us.

We will work with you to choose the potential customers with the highest likely level of interest in what you sell.

The professional services you’ll receive during your 12 months with us

With our fully managed service, you benefit from:

1. Public sector contact data

• an accurate email list of public sector professionals,
• contact information for senior decision-makers,
• multiple fields per entry,
• data can be used for 12 months.

2. Three email broadcasts with full reporting

• one email design,
• three email broadcasts, and
• full reporting three days after the campaign has been sent showing opens and clickthroughs

3. After-sales support

• technical support – if you need assistance using the data you’ve purchased, our in-house technicians are always available to help
• marketing support – our designers, writers, and account managers can help you with any public sector advertising you send out

Key points of our managed email marketing to the public sector service

An experienced email designer for your campaign

Your designer will create elegant and attractive emails for your campaign.

We tailor the design of  your content and never use email templates for the successful delivery of your promotional messages.

• Fully-branded – we keep your colours, fonts, and logos as part of your graphical email
• Design never gets in the way of the message – eligibility is the key design component
• Emails look superb on all devices – fully-responsive HTML5 design

Persuasive, compelling, engaging copy

Your sales copywriter composes benefits-led, engaging, and professional content for your email marketing campaigns, designed to build the credibility and authority of your business.

Brand awareness is crucial for any small business, but particularly with the public sector, in which many valuable contracts are awarded to a small group of approved contractors.

Trust is central to convincing public sector decision makers to invest in your business, products and services.

Work with your own dedicated account manager

You’ll deal with one experienced account manager responsible for ensuring the successful execution of your entire email marketing campaign to the public sector.

• Commercially focused, knowledgeable of marketing best practices & driven to deliver the level of quality of responses you want
• First port of call to arrange late changes to your campaign or campaign content.

Want someone else to handle the follow ups?

Telemarketing campaigns are not included as part of our managed email service, but can be provided by our experienced telesales representatives for an additional fee.

Making a telephone call to follow up email contact is an effective way to generate more leads.

Telemarketing makes it possible for prospects to build a personal relationship with your company in addition to the opportunity to make new sales leads.

It also allows you to do market research by finding out more about the current suppliers, local trends, and purchasing habits of your contacts.

Our database of public sector decision makers and influencers has extensive information on decision makers and influencers, including their telephone numbers.

Speak to your account manager about our telemarketing to the public sector service.

Use the campaign reports we product for successful follow ups

Once your campaign has been delivered, we send you a detailed report showing you how subscribers interacted with the email.

This information is invaluable to your sales team, allowing them to prioritise prospects for more effective and efficient follow ups.

More Than Words Live Lead – we send you details within 30 minutes of every recipient which responded to their email with a direct enquiry

Click through report – on each email we send, there is a link to further information about your product or service. Our reports contain full contact details of every recipient who clicked through.

Open report – in addition to knowing which recipients clicked through to your website, we’ll also send you details of how many times each recipient opened your email. The more opens, the higher the level of interest.

Why 12 months’ email marketing to public sector buyers makes a difference

We organise email marketing campaigns to the public sector in 12-month blocks for our clients.

Our job is to give your company the greatest opportunity of making the highest possible return on your investment.

Sending just one email to public sector decision makers for marketing purposes will not produce the results you want.

You gain no benefit from only being seen one time because of:

• the extended buying cycle in the public sector,
• the more complicated decision-making process,
• the higher values attached to tenders, and
• the greater scrutiny over purchases made using public money.

It’s much more effective to send a regular email newsletter to decision makers once a month if you want to build a relationship with them.

Prior to engaging with you, buyers and influencers need to feel that:

• they know your company,
• they trust in your experience and expertise, and
• you understand the pressure they’re under to make the right decision.

Choosing your marketing approach to the public sector

Public sector suppliers are often required to navigate long and complex buying cycles and decision-making processes.

This means that you need to approach marketing and selling to the public sector differently to the way you market and sell to other businesses.

During our initial consultation, we develop a strong understanding of:

• your products or services,
• the types of public sector organisations which need them, and
• the departments and decision makers within these organisations responsible for placing orders for your products and services.

When we have agreed the correct targets with you, we then storyboard an email campaign with the aim of effectively and meaningfully connecting with these buyers and influencers.

Your storyboard outlines the message we propose for your email and how it will help your company achieve the objectives you have for the campaign.

You’ll play a major part in the drafting process of each email, and we only send out emails which you’ve signed off in full.