A marketing email database is a collection of contacts collected by companies for use in email advertising. This information is used by businesses to interact with existing and prospect clients; this interaction can include advertising products and services as well as general brand building. If you want to find out more, continue reading below. If you want to compare data provider costs and services, simply fill in the form above to receive free quotes without obligation.
What is an Email Marketing Database?
Many businesses create their own email databases, although it is also possible to purchase or rent them from external companies. Though many companies prefer to rely on the databases they have created themselves, there are benefits to renting and buying new data from other sources too. Indeed, though many companies do still use only data they have gathered themselves, the external data buying market is expanding as time goes on.
This rise in database buying could have a number of causes, but a few reasons could include:
- Time. Building a database yourself takes time and energy.
- New customers. By buying data externally, you could encounter prospective clients that you would not otherwise interact with.
Having a well managed email database is an important part of marketing success, both in terms of reach and effect. A well maintained email database - whether gathered internally or externally - can provide solid new leads, the chance to develop profitable relationships, as well as an improved sense of brand.
You could have the greatest email template and copy, but if it is not sent to the right place then it is unlikely to lead to the response rate you are hoping for. Obtaining a quality email database that complies with legislation and industry best practice should therefore be a top priority.
Benefits of an Email Marketing Database
There are various advantages to using a quality email marketing database. Some of them have been listed in the section above but there are many more specific features that can aid marketers in their work.
Perhaps one of the key benefits of using an email marketing database is that you can compile lists targeted toward specific data. Approved Index’s suppliers use various criteria in order to compile lists which match as closely as possible the target audience for specific products or services. For business these criteria can include:
- Company activity (by SIC code if required)
- Number of employees
For consumers the criteria is different, with more focus on individual elements like:
- Age group
- Family Status
For both B2B and B2C businesses, the ability to segment and target specific datasets can make a huge difference in the success of email campaigns.
Buying a list is a good idea if you have a limited budget and a clear idea of how to use the data you obtain. Purchasing a data list that offers you with the right targeting options can be a huge asset.
Where does Email Data come from?
Email data is gathered from a hugely diverse range of sources, with methods varying across industries and from company to company. You will likely find yourself on a number of email lists if you’ve ever filled out online forms and ticked a box - or ignored the opt-out - that allows details to be passed onto affiliates.
You may also find yourself on an email list if you’ve ever:
- Subscribed to a mailing list.
- Completed a survey.
- Entered a prize draw.
- Submitted your business details to a directory.
- Uploaded your details to industry bodies.
All email data suppliers must collect and store data in compliance with The Data Protection Act 1998 and ideally in line with the Direct Marketing Association Code of Practice 2012.
If you want to ensure that the data you are buying is of a good quality, you might want to ask a few questions:
- When was the data last used or verified?
- How often is the database verified?
- How frequently do you clean the data?
If you are interested in comparing data providers, click the link below and complete our quick form for no-obligation quotes without charge.
Buying an Email Database
Generally, email marketers prefer to use email addresses and databases that they have built themselves from subscribers and existing customers. Although this is often considered best practice, it should be remembered that getting data this way takes time. For some businesses, and especially those who have not previously made use of email marketing, buying or renting a mailing list is an excellent first step to get your advertising strategy off the ground.
One of the most important things to look out for when purchasing a database is quality. Getting a ‘clean’ database is the best way to avoid falling into your prospective clients’ ‘Spam Folders’. Here are a few steps to take to ensure that the data on your list is clean:
- Origin and accuracy. Reputable list sellers will be happy to provide you with details of how their data was obtained. Ask for proof to avoid doubt.
- Consent. Check how the consent of was obtained. Reputable sellers will keep records of this, and these records can give you more details as to the nature of the data collection conducted.
- Freshness. Make sure that opt-in consent has been given within the last six months.
- Relevance. Check that your business matches the description for third parties that the list subscribers have consented to receive communication from.
- Screening. Check to see if the list has been screened against appropriate bodies and services.
When purchasing data it is also important to bear other factors in mind to ensure that the information you are getting will be suitable for your marketing objectives. Here are some things to consider before confirming any purchase:
- Size. If you are buying a B2B email list then relevancy is vital and a smaller list can very often suffice. With B2C marketing you will need more data that is properly targeted.
- Specify. If you can include specific criteria in your database then you may be able to better target your campaign. Being as thorough as possible is the best way to maximise campaign effect.
- Ask for references. Doing so can help you to assess the quality of both the data you are buying and the company selling it to you.
- Terms. Make sure you fully understand the terms of your agreement with the email data supplier. These terms will include details about how frequently you can use the list.
- Price. Find out how much you will be paying for a data bundle. Will the number of contacts fit your budget and strategy?
Compare Email Marketing Database Quotes
If you are considering purchasing an email marketing database for the first time, your best option is to compare prices. Approved Index works with top UK suppliers to make sure that you receive the best deal to match your needs.
To receive up to 4 no-obligation quotes free of charge, please fill in the enquiry form at the top of this page.
Let Approved Index help you find the best direct marketing agency for your business.