Mailing databases – what are they, how much do they cost and are they worth buying?

In the work of a marketer, where online communication plays a key role in marketing strategiesMaili, mailing databases are an invaluable tool for any company. Among other things, they make it possible to effectively reach a specific target group. Whether you run a small business or a large corporation, mailing databases can be the key to building lasting relationships with customers and, ultimately, generating sales.

It is important to understand that mailing databases are not just lists of email addresses. They are powerful resources for reaching potential customers on a massive scale. You can use them to provide valuable content and promote your products or services. However, the use of such mailing databases requires both some financial investment and proper planning, strategy and knowledge, including privacy rules and data protection.

From this article you will learn:

• What are mailing databases?
• What types of mailing bases are there?
• How much does a mailing base cost?
• Is it worth buying mailing databases?
• How to effectively use a mailing base?

What are mailing databases?

Mailing databases are nothing more than collections of data containing the e-mail addresses of people who have agreed to receive marketing messages from specific companies, organisations or brands. In short, they are lists of contacts that can be used to send information, promotions, commercial offers, newsletters or other communications via email.

How do mailing databases work?

Mailing databases involve collecting the email addresses of people who have expressed an interest in receiving information from a particular company. The process often requires that users voluntarily subscribe to a mailing list, either when making a purchase or as a result of other marketing activities (a sign-up form on a website may serve this purpose).

Once a company has a mailing database, it can use it to communicate directly with existing and potential customers. Using mass emailing tools, personalised messages can be sent to a large number of recipients at the same time.

Applications of mailing databases

Mailing databases are widely used in digital marketing. Companies often use them for:

• Email marketing campaigns – thanks to mailing databases, personalised emails can be sent, containing, for example, information about new products, promotions, events or special offers. It is possible to adapt the content of messages to the preferences of recipients and thus conduct effective communication with customers.
• Gaining customer loyalty – mailing databases make it possible to regularly contact customers and provide them with valuable content, advice or industry information. This enables you to build lasting relationships with your customers and increase customer engagement.
• Sales activities – mailing databases are an effective tool for promoting products and services and generating sales by providing information about new offers, discounts or limited occasions.

Mailing databases – examples of use

Mailing databases can be used for a variety of purposes, depending on the marketing strategy adopted and the specific needs of the company. Here are some of the most popular uses of mailing databases:

• Newsletters – this is a good way to provide subscribers with interesting content, news, industry articles, advice or exclusive offers. Newsletters make it possible to effectively build and maintain customer relationships and regularly remind users about your brand.
• Notification of promotions – a business can send emails informing customers of upcoming promotions, price reductions or sales. These types of messages can effectively encourage recipients to take up the offer, which in turn translates into increased sales.
• Personalised offers – using the information stored in the mailing database, a company can send personalised offers tailored to the preferences and needs of individual recipients. This approach allows for more effective outreach to customers, which can increase the effectiveness of e-mail marketing campaigns.
• Research and feedback – mailing databases can also be used to conduct surveys, collect opinions or obtain feedback from customers. This allows for a better understanding of their needs and expectations, which makes it possible to tailor the offer and marketing strategy to their preferences.
• Marketing automation – mailing databases can help automate processes such as sending welcome messages, reminders about an unfinished order or messages with product offers in line with previous purchases or customer interests.
• Remarketing campaigns – mailing databases can be used to create personalised remarketing campaigns to re-engage the interest of people who previously interacted with the brand but did not make a purchase.
• Customer education – mailing databases can also be used to provide valuable educational content that helps customers better understand a company’s products or services, mission or values.

Each of the above-mentioned uses of mailing databases requires an appropriate approach to segmenting recipients, personalising messages and taking care of the quality of content so as to maximise the effectiveness of communication using an e-mail address.

Types of mailing databases

There are three main types of bases that a company can use: own mailing bases, purchased mailing bases and rented mailing bases.

Own mailing bases

Proprietary mailing databases are collections of data, collected by the company on the basis of consents and information provided by customers. These may include email addresses collected during website registration, purchases, downloads of information material or other customer interactions with the company. Using an in-house mailing database gives the company full control over the data and enables more personalised and targeted communications. However, it requires considerable time and effort.

Purchased mailing databases

It is also possible to purchase ready-made mailing databases from specialist suppliers. Purchased mailing databases are usually created based on customer demographics or preferences. They are useful for companies that want to launch marketing campaigns quickly and reach new target groups. However, it is worth noting that buying mailing databases can be expensive and the quality of the data can vary. There is also a risk that many of the people on such a list may not be interested in the product or service in question, which will negatively affect the effectiveness of the communication.

Hired mailing databases

A company can also rent access to databases from others – a process that usually involves a contract with a marketing company that has access to a large and accurate mailing database. Hired mailing databases can be beneficial for businesses that want to reach new target groups or target specific market segments with their messages. However, as with purchased mailing bases, there is a risk that the recipients on the rented list will not be interested in the product or service in question, which may negatively affect the effectiveness of the campaign.

Each type of mailing base has its advantages and disadvantages. Choosing the right type should depend on the company’s objectives, budget and strategy. Building a mailing list can be more costly and time-consuming, but offer greater control over the data. Purchased or rented mailing databases can be a quicker way to reach new audiences, but the quality of the data and audience interest will be less certain. Before deciding on the right type of mailing base, carefully analyse your needs and resources.

How much does a mailing base cost?

The cost of a mailing base can depend on a number of factors. To begin with, let’s consider the costs involved in buying or renting a mailing base.

How much does it cost to purchase a mailing base and rent it?

Prices for purchased mailing bases can vary. Costs are influenced by the size of the base, the quality of the data, the market segment in which you operate and even your geographical location. The price can range from several hundred to several thousand zlotys.

Renting a mailing base, also known as ’email rental’, involves paying for the ability to send messages to a base owned by another company, rather than buying the base directly. Costs are usually determined by the number of emails you wish to send and can also vary depending on the market sector, your marketing objectives, etc.

Costs associated with maintaining and updating your own mailing database

The costs associated with maintaining your own mailing database depend primarily on the tools and platforms you use to manage your email list. For example, many email marketing platforms, such as MailChimp or GetResponse, offer different pricing plans, which usually depend on the number of subscribers and the features you want to use.

The maintenance of an email database also consists of updating and cleaning it. This is a key part of keeping it effective, which also comes at a cost. It can be done manually, however, which requires a lot of time and resources. It is also possible to automate the process. To do this, you need to use the right tools, which can also generate costs.

The final cost of a mailing base therefore depends on a number of factors, including whether you decide to buy a mailing base, rent it or build your own list. It also depends on the size of the database, the tools you use and the costs involved in maintaining and updating it.

Is it worth buying mailing databases?

The issue of buying mailing databases is one of the most controversial topics in digital marketing. To begin with, let’s compare an own and a bought mailing base.

Own versus bought mailing base

When you build your own list of subscribers, you have to invest time and effort, but the long-term benefits will be worth it. The main advantage of your own mailing base is its authenticity. The people on your list have expressed an interest in your brand or product and have chosen to receive messages from you. This greatly increases the chances of them responding positively to your marketing emails.

On the other hand, buying an email database may seem like a quick and easy solution for businesses that want to increase their visibility quickly. However, it does carry some risks. Most of the people on the purchased list are unlikely to know your brand. These people are also unlikely to have consented to receive emails from you, which may result in low engagement, a high rejection rate and a potential violation of their privacy.

Ethical and legal aspects of buying mailing databases

When considering a purchase, also consider the ethical and legal aspects of buying mailing databases. Under the General Data Protection Regulation (GDPR), which is the law that applies in the European Union, you must have explicit consent from the people who are on your mailing list. Purchasing a mailing database may break these rules if the people on the list have not consented to receive emails. This can lead to severe legal consequences, including hefty financial penalties.

The safest and most effective strategy is therefore to build your own mailing base, which is more authentic, engaging and compliant with data protection regulations.

How to use mailing databases effectively?

Using mailing databases effectively requires a strategic approach that includes both technical and creative elements. Here are some key steps to help you get the most out of your mailing base:

• Customer segmentation – this allows you to target messages to specific groups of recipients, divided, for example, by age, gender, location, interests or previous interactions with your brand. This allows you to tailor your communications to the individual needs and preferences of your audience, increasing the chances of engagement.
• Personalisation – is key to increasing audience engagement. This ranges from simple personalisation, such as addressing the recipient by name, to more advanced techniques, such as tailoring email content to the recipient’s specific preferences.
• Creativity and value – emails must provide value to recipients. These can include useful advice, exclusive offers, new product information or interesting content. Create attractive, well-written and aesthetically pleasing emails that will capture the recipient’s attention and encourage interaction.
• Testing and optimisation – use A/B testing to check various elements of your emails, such as subject line, design, content or sending time. The data collected through testing will help you better understand what works and what doesn’t and enable you to optimise future campaigns.
• Maintain compliance with RODO – remember that under RODO, you must obtain consent from recipients before adding them to your mailing list. Maintain transparency in your communications and provide an easy way to unsubscribe.

Remember that using mailing databases effectively is a process of continuous learning and adaptation. Track your metrics, listen to your audience and be willing to experiment and innovate.

Summary

In conclusion, mailing databases are an essential tool in any company’s marketing strategy. They help build relationships with customers, increase brand awareness and lead to increased sales. The cost of databases is variable and depends on a number of factors, such as their size, the quality of the data, the market sector and the tools used to manage and maintain them.

As for the issue of purchasing mailing databases, the decision is not straightforward. On the one hand, purchasing a mailing base can speed up the process of building a subscriber list. On the other hand, it carries risks, related to low engagement, potential infringement of recipients’ rights and legal consequences.

The best strategy is to build your own mailing base. Although this requires more time and effort, it has long-term benefits in terms of better quality leads, higher engagement and compliance with data protection regulations. Not sure how to build your mailing base? Get in touch with us!