Purchasing Data: A Clients Perspective

Understanding how to buy data in the UK and how to use it effectively can be a complicated subject. If you are an inexperienced purchaser of data or looking to use mailing lists for the first time there is just so much information to understand and put into use.

In order to give some impartial advice we reached out to David Smith, the Marketing Director at weighing scale manufacturers Marsden. We conducted a quick Q&A with him to share his insight on the use of B2B data as part of their marketing strategy.

How do you use data as part of your marketing strategy?

“In the past I think many companies used a ‘let’s email as many people as possible in the hope someone orders’ strategy. I think GDPR made everyone re-think email campaigns a little.

For us, it’s a key part: we identify audiences and then work out which channels are most suitable. It’s important to strike the right balance with other channels, though, and respecting that most recipients will not want an email from you every week”

What do you think is the most valuable thing about your marketing data?

“Quality over quantity. We always make sure we are choosing audiences that we have something relevant to say to; if that means less people to target, but a greater percentage of people who will be interested in what you have to say, that’s not a problem.”

How often do you purchase data?

“We used to have two or three reviews of data a year and buy multiple lists in one go. Now, we’re a little more responsive. We look at markets and how they may change in our favour, and we also look at who is buying from us. We get insights from both approaches into the kind of data we need to be purchasing.”

Why do you purchase data?

“There is a stigma around buying data; I think it has been given bad name because people have abused this channel in the past. But for us it provides another way of connecting with the potential customer.”

What do you look for in a data partner?

“High quality data, a broad range of industries – and good rates!”

How do you use the data you purchase?

“Most email campaigns form part of an overall campaign, but generally we look to target each audience once a month, usually a little less depending on the message.”

Marsden is the largest supplier of medical scales to the NHS, and also offers everything from slimming scales through to industrial scales. They have been successfully using mailing lists for their email campaigns for a number of years.

Their success is down to some of the key principles David describes such as effective targeting, multi-channel campaigns and of course, choosing the right data supplier.

If you would like to discuss your mailing list needs or how to get the best from your email marketing then please contact one of our team.

And finally, our thanks go to David for giving us his time and his insight.