An experienced data professional who has been working within the direct marketing industry for over 20 years. Having spent 17 years as owner and MD of Data HQ Ltd his remit covers the whole of the management spectrum including; strategy development, organisational structure, company policy & procedure and product development.
Welcome to the data catch 22—to build a database, you need data.
You also need content, of course, and enticing calls to action. The best way to bring in new contacts to your email database is to provide them with engaging information that they actually want to receive. You also want to ensure you minimise churn with ongoing high-value communications.
In a world driven by data, however, it’s incredibly hard to rely on just your in-house contacts and content alone. If you’re a new business, your database may not even exist yet. This requires building or buying a mailing list to supplement your internal database and grow your brand awareness.
Purchasing data, however, can feel like a minefield. The poor use of personal information has seen plenty of bad press recently. So, where’s the best place to buy an email list? How do you know this data is compliant? How can you ensure you avoid marketing malpractice?
Now for the good news. There’s nothing risky about buying an email database if you take a few precautionary steps first.
Why should you purchase a mailing list?
Firstly, consider time vs. effort. It can be painstakingly slow to build your database from scratch. It takes heavy research well as space for trial and error. When you’re just getting a business off the ground, you may lack the time or budget to invest the right amount of effort.
A targeted b2b mailing list that is high-quality, GDPR compliant and perfectly matched to your product or service is an ideal stepping stone to getting keen eyes in front of your brand
Purchasing a targeted b2b mailing list that is high-quality, GDPR compliant and perfectly matched to your product or service is an ideal stepping stone to getting keen eyes in front of your brand.
Bear in mind when it comes to your mailing list success, consistency is key. Your prospects may enter your market several times throughout the year, so you need to keep your brand under their noses for as long as possible without overdoing it.
A word of warning, though; buying a mailing list is a key strategic marketing investment. Cutting corners can lead you down a muddy path.
When buying a mailing list goes wrong
Your marketing list is the jumping off point for driving traffic to your blog, website and social platforms. But, no matter how beautifully designed, well written and painstakingly executed your campaign is, if your mailing list is poor quality, your results will disappoint you.
Sadly, there are some providers giving purchased data a bad name. They may act unlawfully or unethically, selling questionable or out-of-date information that doesn’t stand up to scrutiny. And it’s your brand reputation that’s in the firing line. Instead of sending a well-considered, thoughtful marketing message you could end up sending spam.
It’s important to note that buying compliant data is your responsibility, not the providers.
You need to be confident that the list you are buying is compliant. As the sender, this is your responsibility. Be mindful of this when selecting your marketing list provider.
How to avoid the pitfalls of bad data
Firstly, if it looks too good to be true, it probably is.
If it’s cheap you might be buying a mailing list that’s been scraped over many years. The list could feature inaccurate or generic email addresses and may have a high bounce rate. Data of this quality will severely damage the success of your campaign, not to mention your IP reputation.
Good data may cost a little bit more, but in reality that extra cost will bring you a far greater return on investment.
Next, dig a little deeper on your data provider. The best way to do this is to ask some key questions like:
- How are their lists researched?
- How often do they update their lists?
- How are they updated?
- Where do they find the information?
- How is it verified?
Good data may cost more, but in reality that extra cost will bring you a far greater return on investment.
It is absolutely essential to know exactly where the data you are purchasing originated. A good data provider should be able to tell you how they collect their data, and these sources should be reputable. This quality assurance will allow you to maximise your campaigns and hit launch with confidence.
Finally, check your compliance.
Since the introduction of GDPR, people are hyper-aware that their personal data is valuable to businesses. This regulatory change is positive step for buying mailing lists; it means a crack down on the unlawful use of personal information.
You will, however, need to ensure that your email marketing campaigns remain in-line with new requirements. To do this, you need reassurance that your purchased mailing list is compliant. Always check your data partner’s stance on regulation. Do they always put best practice and compliance first? Ask them.
Remember, a reputable provider like Data HQ will make sure your purchased mailing list is wholly relevant to your campaign by segmenting by company size, job title, department and much more. They will only work with trusted and reliable sources which gives you peace of mind you can trust the quality and compliance of the data.
Find out how purchasing a mailing list can help your marketing campaigns deliver the results they deserve.
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