If you’re running marketing campaigns, the quality of your contact data can make or break your results. For many businesses, buying data can be an efficient way to reach new audiences — but only if it’s done correctly. Poor-quality or non-compliant data can lead to wasted spend, low engagement, and even legal trouble.
In this guide, we’ll walk you through how to buy database resources safely, what to look out for, and how options like managed email marketing can help you get better results.
Why businesses buy data
While building your own email list organically is valuable, it can be slow. Buying data gives you access to a targeted audience quickly, allowing you to launch campaigns without waiting months for sign-ups to trickle in.
Common reasons businesses choose to buy data include:
- Reaching a specific industry or job role
- Expanding into a new geographic area
- Accelerating lead generation efforts
- Testing a new product or service
When done right, purchased data can complement your existing marketing efforts and help you connect with people who are most likely to be interested in what you offer.
Step 1: Define your target audience
Before you buy anything, you need to know exactly who you want to reach. Consider:
- Industry and job titles: Are you targeting IT managers, retail owners, or HR professionals?
- Geography: Will you focus on the UK, a specific region, or go international?
- Company size: Are you looking at small businesses, SMEs, or large enterprises?
The more specific you are, the easier it will be to find a supplier who can provide accurate, relevant data.
Step 2: Choose a reputable data provider
Not all data suppliers are created equal. Look for a provider who:
- Sources data ethically and legally
- Can explain how the data was collected
- Offers accurate, regularly updated records
- Has a good track record with customer feedback
A trustworthy provider will also help you stay compliant with UK laws like the GDPR and PECR, which govern how you can use personal information in marketing.
Step 3: Understand compliance requirements
Buying a list is not the same as having free rein to email anyone on it. You must have a lawful basis for contact, in many B2B cases, this could be legitimate interest, but you still need to meet all the relevant rules.
In the UK, the GDPR works alongside the Privacy and Electronic Communications Regulations (PECR), which set out rules for direct marketing by email, phone, and text. If you’re unsure, seek advice before launching your campaign. Non-compliance can lead to fines and reputational damage.
Step 4: Verify and cleanse the data
Even the best lists can contain outdated or incorrect information. Before sending your first campaign:
- Run the data through a cleansing process to remove invalid or duplicate records
- Check email addresses for accuracy
- Ensure any opt-outs are respected
A clean list will not only improve deliverability but also increase engagement rates.
Step 5: Test before you scale
Rather than buying the largest possible list straight away, start small. Run a test campaign to see how your audience responds — this can help you refine your targeting, adjust your messaging, and avoid wasting money on the wrong contacts.
Step 6: Consider managed email marketing
If you’re new to running email campaigns, buying a list is only part of the process. You also need to know how to use it effectively. This is where managed email marketing can help. With a managed service, experts handle campaign creation, scheduling, compliance checks, and reporting, ensuring your purchased data is used to its full potential.
Common mistakes to avoid when buying data
- Buying from unknown or suspicious sources: Cheap lists often come with poor quality or compliance risks.
- Ignoring data quality: If it’s not clean, you’ll waste time and money.
- Failing to segment: Sending the same message to everyone can hurt engagement.
- Neglecting follow-up: Data is only useful if you actively nurture leads after the first contact.
It’s important to note that the consequences for purchasing and acting on bad data will almost always fall on you — whether that’s regulatory missteps, or finding out that your purchase didn’t provide the results you expected because the data wasn’t properly cleaned, or its provenance was unclear.
Be stringent and demanding with your checks.
Mastering the buying of data
Learning how to buy database resources properly is essential if you want your investment to pay off. By choosing a reputable supplier, verifying compliance, and using strategies like managed email marketing, you can turn purchased data into a powerful tool for business growth.
Approach it with care, and your campaigns will be far more likely to reach — and resonate with — the right people.
We provide highly granular, clean and accurate data for marketing campaigns, get in touch with the Integra team by filling in the form at the bottom of the page.