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Buying a Database of Email Addresses

Email Marketing Buyers' Guide

Most email marketing list providers will give you the option to buy or rent their email data. The different options are suitable for different uses.

Renting Email Addresses

If you have never used email marketing before, or are just planning a one-off campaign, then renting the data may be the most cost effective measure. Once you have chosen your demographics and the size of the list you wish to target then the list provider will be able to handle every aspect of the campaign and supply you with the results.

Purchasing an Email Database

However, if you are planning to use the list of contacts for regular mail-outs then it may work out cheaper to lease the data for a certain amount of time or in some cases it may be better for your company to buy the data outright.

This means that the list belongs to you and you can do with it what you will. If you have the systems in place to track the emails and provide your own data regarding clickthrough rates etc then purchasing the data may be the sensible choice.


Due to the heavy restrictions placed on consumer data it is only really possible to purchase B2B data. For consumer campaigns you'll often have no choice but to rent on a case-by-case basis. While it sounds restrictive, this does actually free you from most of the liability issues arising from data protection laws.

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