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How to fail with purchased data


We received an email the other day from a Marketing company who had received a complaint from the Email service provider they used to send an email to the data we had leased to them.

Apparently out of the 2000 highly targetted records we had provided 10 of them had unsubscribed citing “spam” as their reason for unsubscribing.

This data, although highly targetted, was cold – they would know nothing about the company sending the email and we all know how to treat these lists don’t we….well it appears we don’t

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What the client did

Email the list immediately with a sales offer including a 30% discount. Result – complaints, lack of opens and very few sales.


What the client should have done

This data was purchased on a 12 month lease so plenty of time to create a relationship, sort the wheat from the chaff, identify any niche markets and build trust in the brand – well before any selling takes place


I repeat – this was all from a marketing company taking money from their clients on account of their expertise!

If you need to supplement your database and need to talk about how to do this let us know – we’re happy to help.