Purchased Data: The Good, The Bad & The Ugly
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!
The compelling stats of email & purchased data
76% of UK businesses describe email marketing as ‘important’ or ‘very important’
66% of marketers report that email delivers an ‘excellent’ or ‘good’ ROI
69% of B2B marketers claim that they get back more than £6 for every £1 invested in email marketing.
Professionals spend an average of 13 working hours each week in their email inbox.
68% of businesses are struggling with lead generation, so it makes sense that purchasing lists is still a common B2B practice
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 avergare CTR of 1-2% for email campaigns (can be slightly lower for brought data), if you send to 5,000 records that’s 50 leads generated from one send. Now that’s a pretty good return.
INFOGRAPHIC: 10 Vital Stage of Data Purchase
Rotate domains & IPs
Sometimes when sending to cold data you can damage your reputation as the engagement of those campaigns are relatively low. This means your sender score can be impacted and your inbox placement can suffer.
To help with this we allow you to rotate domains so if you do hit a ‘honey trap’ or stumble into an issue, you still have a domain to send from so you can still use outbound email as a core part of your lead generation.
Warm up IPs & domains
ISPs use your IP address & domain to identify you as a sender, track sending behavior, and assign an IP & domain reputation score. Better behavior 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 methodolgy of making sure you don’t ruin you 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.
PODCAST: DMA’s Legal Compliance Officer discussing Data & GDPR
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 corporates 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 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.