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Make purchased data work for you and target your ideal customers
Email marketing is a really cost-effective way to get your message into the inbox of key decision-makers. And we love companies that buy data. Upload purchased, non-opted in data and start getting top-of-funnel leads.
You’ve read the ‘bad’ and the ‘ugly’ of data purchase from dotdigital, Hubspot, Mailchimp or any other marketing automation provider for that matter. All telling you about GDPR issues, deliverability, sender reputation and it ‘isn’t good’. But these providers are B2C focused and this doesn’t hold true in the B2B world.
So here’s the ‘good’ of buying data. It can be really cost effective. Data purchase for email is a valid channel to generate leads. It does have an positive RoI. And yes, we understand that you might need some help along the way with reputation, GDPR, decent content and lead generation methodologies, and we have got your back!
Now you can use that purchase data you’ve just bought and start generating some outbound leads through email marketing.
Produce a lead machine
As marketers, data purchase can be a great way of filling the top of funnel with leads. And as B2B marketers in the UK, you can use this channel and method to get great results and new leads.
With the average CTR of 1-2% for email campaigns (can be slightly lower for bought data), if you send to 5,000 records that’s 50 leads generated from one send. Now that’s a pretty good return.
Warm up IPs & domains
ISPs use your IP address & domain to identify you as a sender, track sending behaviour, and assign an IP & domain reputation score. Better behaviour results in higher delivery rates.
New IPs and domains don’t have a reputation score since mail hasn’t been sent from it yet, and to minimise any sending issues, we have a methodology of making sure you don’t ruin your IP or domain on the first send.
Hook Then Nurture
We understand bought data is cold and the recipients haven’t chosen to receive your marketing emails. That doesn’t mean your offering is not of intertest.
The data may take longer to warm up, but sending them useful content (the hook) can produce a large volume of leads. And email marketing, using purchased data can deliver more leads than any other marketing channel. Once they are engaged you can nurture those leads with relevant content based on their interactions with your website content.
Is It Legal?
The short answer is yes.
Here’s the longer version. Email marketing in the UK is governed by the Privacy and Electronics Communications Regulations (PECR). GDPR still applies as it covers the processing of personal data in a general sense, however you have 6 options when processing data and for B2B marketers you can legally use Legitimate Interest.
Brought Data, Email & GDPR
All email addresses are deemed personal data, whether that email address is a corporate one or a personal one (Hotmail, Gmail, etc). GDPR applies to the processing of these email addresses and the difference between personal emails (including sole traders/partnerships) and corporate ones lies within PECR.
The general rule is that you must gain consent to send marketing emails. However, in a B2B environment, where employees have a corporate email address, you can send marketing emails to these individuals without their prior consent.
So, email addresses of corporate employees can be sent email campaigns and you can purchase this data. Legitimate interests would be used to process this personal data as long as you can cover the criteria listed.
- A corporate email is defined as a limited company, public limited company, limited liability partnership or government department and can be emailed without prior consent (eg. jane.doe@amazingsaas.com).
- You must provide the option to easily unsubscribe or opt out from receiving email marketing.
- The product or service being promoted can be purchased by the recipient in a professional capacity.
- The sender must identify itself and provide contact details.
- We also recommend having personas so you can use this to form the basis of Legitimate Interest. And make sure you have job titles against the records you are emailing, as you will struggle to prove Legitimate Interest if you cannot prove they are relevant purchasers. For example, we would find it hard to claim Legitimate Interest if we emailed HR people as they don’t generally purchase marketing automation software.