A well-managed email database of existing and potential customers is one of the most valuable assets a company owns. It might seem easy to buy a database to generate leads by targeting the right people, but a successful lead generation campaign is only as good as the data you have. It’s essential to have a database which is specific to your needs to provide information and help generate, not only leads, but good leads.

4 Reasons why you should not buy your database:

Good data aren’t for sale: If data is for sale, it means it have already been ripped to shreds by everyone who has purchased it and emailed the individual on the base. Good data would’ve been kept safe to ensure that the value of the data has not been diminished by letting other people get their hands on it.

They don’t know you: Individuals may have given permission to be on the list providing company’s database, but not to the companies who purchased the data. Thus, it is most likely to be marked as “spam” and lose potential customers’ trust.

Your email deliverability and IP reputation are at risk: It cannot be confirmed how many times the email addresses have been used on a purchased database, whether they have been removed for hard bounces or from where those addresses originated. A company’s email deliverability and IP address are at risk and could take months to get your ‘Sender Score’ up and rebuild the reputation of your IP.

Data decay: According to NetProspex, most companies with a sizable database, experience a 2% monthly data decay rate. This decrease in data may be aggravated when using purchased data which include contacts irrelevant to your goals.

Instead of buying a database, you should build and grow your own opt-in email database consistently. Different digital channels could be used such as webinars, e-books, blogs, social media, websites etc. creating strong call-to-actions for people to sign up to your database.

At Digital Fire, we assist our clients to grow their existing databases via targeted email data rental campaigns. We don’t sell our data, we “rent” it out, meaning that we broadcast campaigns on behalf of clients and then report back. All data is opted in, profiled, carefully managed and highly responsive – it’s about adding value to the end user’s life, while driving sales and revenue for our clients.

As Zig Zagler said: “You don’t build a business, you build people, and then people build the business.”  The way a database is developed is fundamental to a company’s future, attracting and creating a trusted network.

Planning a lead generation campaign?

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