Running a successful marketing campaign often depends on the quality of your contact data. Without accurate, relevant information about your audience, even the most creative messaging can fall flat.
That’s why knowing how to purchase data the right way is essential, not just to stay compliant with data laws, but also to make sure your investment delivers the result you need.
Why buying data can be a smart move
When done properly, purchasing marketing data can save time, expand your reach, and target audiences you might not otherwise access. Instead of building a contact list from scratch, you can use purchased data to:
- Target new markets or regions.
- Segment by industry, job role, or company size.
- Quickly scale your campaign reach.
However, it’s important to approach this carefully. The wrong data source can lead to wasted budget, low engagement, and even legal trouble.
Step 1: Understand your campaign goals
Before you even start thinking about how to purchase data, you need a clear picture of your campaign’s objectives. Ask yourself:
- Who do you want to reach?
- What message are you sending?
- What action do you want recipients to take?
Your answers will help you define the type of data you need, whether it’s consumer email addresses, B2B decision-maker contacts, or demographic-based lists.
Step 2: Choose a reputable data provider
Not all data suppliers are equal. To make sure you’re working with a reputable provider:
- Look for companies that own and maintain their own databases rather than reselling from unknown sources.
- Check their data compliance credentials. In the UK, that means working within GDPR and PECR regulations.
- Ask how often they update their lists to remove inaccurate or outdated contacts.
Most data providers are stringent with their data regulation compliance measures, but it’s essential to ask these questions and find out for yourself.
Step 3: Understand GDPR, PECR and legal compliance
Data protection laws, especially GDPR and the Privacy and Electronic Communications Regulations (PECR) in the UK, are strict about how personal data can be collected and used. When you purchase data, you need to ensure:
- The data was collected lawfully and with the necessary permissions.
- You have a lawful basis (such as legitimate interest) for contacting people.
- You comply with PECR rules around direct marketing, including email and SMS communications.
- There’s a clear process for people to opt out of future communications.
Ignoring compliance can result in fines, reputational damage, and poor deliverability. That’s why most data providers have stringent internal rules in place to prevent them ever falling foul of the rules.
Step 4: Request a sample
A trustworthy data provider will often offer a small sample so you can check the accuracy and relevance before committing. Review the sample to see if:
- The contacts match your target audience.
- The details are up to date.
- There’s enough information for your segmentation needs.
If the sample doesn’t meet expectations, it’s better to walk away before investing.
Step 5: Integrate and maintain your data
Once you’ve purchased your data, the work doesn’t stop. To keep it effective:
- Clean your lists regularly to remove bounced emails and opt-outs.
- Segment your contacts so your messages are relevant and personalised.
- Track engagement rates to see if certain data segments perform better than others.
The better you manage your data, the more valuable it becomes over time.
Purchase data with confidence
Knowing how to purchase data for your next campaign isn’t just about finding a provider and paying for a list. It’s about aligning your goals, choosing a reputable and compliant source, and maintaining the data for ongoing success. When done correctly, purchased data can be a powerful tool to expand your reach, improve targeting, and ultimately drive better campaign results.
If you’re looking for a partner to provide you with clean, compliant and promising data, get in touch with the Integra team by filling in the form at the bottom of the page.