With any direct campaign the data is the key to the campaign success. Even more problematic, if you don’t have data, how can you run a campaign? No data, no campaign.
Without doubt the best quality data is your own carefully collected permission data from subscribes to your services, newsletter and customers who have opted-in.
But what if you want to extend your reach beyond this group? There are plenty of list brokers out there, just try a search. Unfortunately there is also plenty of poor quality data, that could give you a bad reputation or appear cheap and end up giving no results, no ROI.
So when you’re buying data make sure it’s the best available and fit for purpose.
The first rule about buying data can be just as easily applied to purchasing a second hand car. Be prepared to pay good money and go to a trusted / recommended source. And as with a car, check out the specs carefully before you buy.
Ideally you want to buy a very specific segment of data so the email you send can be targeted - rather than opting for a scatter gun effect. What are your criteria - income band, geographic area, couples, singletons…? […]

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