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Extensive public sector list with accurate decision maker email addresses

Who do you need to connect with to increase your chances of creating new leads and winning new orders from the public sector?

Email marketing to public sector contacts works well for both:

  • complex tender-led procedures involving multiple decision-makers and influencers, and
  • smaller, ad-hoc orders (sub-£100,000) not requiring the level of scrutiny or involvement of higher-value deals put out to tender.

More Than Words Marketing’s database contains over 130,000 public sector decision maker email addresses (plus an additional 43,000 organisation email addresses) across 88,000 organisations at over 118,000 sites across the UK.

We have information for the personal email accounts of budget-holding decision makers in:

We licence data to you for 12 months giving you time to educate the public sector decision makers and influencers you target about:

More Than Words Marketing's database contains over 130,000 public sector decision maker email addresses
  • your company,
  • its products and services, and
  • its unique selling points.

During the year, you have full and free access to support and guidance from your account manager as well as our in-house technical and advertising teams.

Generating the greatest return from marketing to public authorities

More Than Words’ public sector email list offers your company a proven and direct way of selling your products and services into a complex market.

Content Marketing Institute’s 2019 B2B Content Marketing Research reveals that almost 90% of marketers use email addresses as an inexpensive and effective way to target potential customers.

Using a public sector decision maker’s email account to pitch a product or service is, understandably, daunting.

Whether you are contacting a government department, housing association or senior decision maker within the NHS, simply having access to their personal data does not mean that they will be interested in a cold sales pitch.

However, there is currently a serious drive for government agencies and organisations across the sector to cut costs and increase quality of service.

This, combined with the government’s commitment to spending £1 in every £3 on SMEs by 2022, there has never been a better time to market to the public sector.

Buying cycles within in the public domain are longer and more complex than B2B cycles.

But the rewards for successfully marketing to this market are:

  • financially significant, high-profile long-term contracts, and
  • added credibility and prestige for your company at large.

Understand the sector

generate leads from the public sector

As a private company dealing with the public sector, you must carry out specific research in advance to better understand the specific issues affecting the organisations on your mailing list.

In addition, procurement practices vary depending on the types of public service you’re marketing to, including:

  • central government: departments and their agencies,
  • NHS: hospital trusts, ambulance trusts, GP surgeries,
  • local government: councils and local authority services including police and fire services,
  • further and higher education: colleges and universities,
  • schools: state, independent and academy primary and secondary schools, and,
  • private- and charity-run public services: Housing Associations, care homes, health and social Care.

Boundaries can also be blurred with some organisations (like Housing Associations) which provide public services but which are partly privately funded.

Email marketing best practice

GDPR guidelines came into force in 2018 changing the ways in which we are able to use and share data.

More Than Words only provides public sector email data which fully conform to GDPR standards, as set out in the Data Protection Act.

There are certain best practices we recommend that you follow when email marketing to the public sector including:

marketing to the public sector
  • engage in meaningful and necessary conversation, containing only information that is in organisational or public interest. No hard sales pitches!
  • only send the same marketing email once,
  • do not use diary invitations as a way to begin unsolicited marketing,
  • understand that your contact receives hundreds of marketing emails each week and it may take time for them to get to yours, and
  • do not contact the assistants of senior managers claiming a business relationship with them that you do not have.

The key to remember when approaching any public body is that you are attempting to break into what can appear as a somewhat ‘exclusive’ sector.

Building an honest and authentic relationship with the individuals on your public sector email database is the most productive marketing strategy you can employ.

The long game: employing multiple marketing touches

More than any other market, the public sector requires patience in lead nurturing in order to close a deal.

The buying cycle for public sector organisation is very long with early consultations starting up to 24 months before procurement.

Procurement managers look for UK businesses which display:

  • a high level of insight and professionalism into the sector,
  • how it works, and
  • how their product or service could benefit their organisation.

A campaign of carefully planned marketing touches is key in using your data to its full potential.

Marketing touches refer to the various ways in which a business interacts with a potential customer before a sale.

Marketing touches include exposure to your company and its products and services through email marketing, social media, direct mail and even in-person meetings.

With each marketing touch, you should:

  • ask questions – this has the dual benefit of engaging the recipient and gathering information for you to use later down the line.
  • connect with multiple contacts – use your prospecting communications to connect with not only buyers but also those who sign off on decisions. Every opportunity is attached to a person .
  • avoid the ‘hard sell’ – we can not reiterate enough that this is the easiest way to lose the interest of anyone working in the public sector.

Public sector email addresses - FAQ

We send your data by email or via secure transfer.

We can send the data to you in one of the following formats:

  • Microsoft Excel,
  • Microsoft Access, and
  • comma-separated values (CSV).

Your account is overseen by an experienced manager whose job is to coordinate all your communications with us so that you experience the best possible service.

All clients receive a full 12 months’ worth of telephone- and email-based support from our in-house team of technical experts.

If you like, we can also review any email or other promotional literature you propose to send out to the public sector to offer constructive feedback.

Data accuracy is a significant factor influencing the success of your email campaign so we make sure that our list is continuously updated.

We offer pro-rata refunds on data if we miss the following benchmarks:

  • 85% email deliverability (excluding soft bounces)
  • 92% telephone number accuracy
  • 98% postal address accuracy

The following information is contained on your public sector email database:

  • Contact Salutation – Mr, Miss, Mrs, Ms, Dr – etc
  • Contact First Name – the contact’s first name
  • Contact Last Name – the contact’s last name
  • Contact Initial – the contact’s first name abbreviated to the first letter
  • Job Title – job title of the contact
  • Qualifications – educational or vocational qualifications the contact is known to have
  • Town/City – the town or city in which the contact is based
  • County – the postal county in which the contact is based
  • Region – the Economic Planning Region in which the contact is based (London/South East/etc)
  • Email address – the email address of the contact
  • Main Email – the main e-mail address for the organisation
  • Seniority – the contact’s level of Management of the contact within the organisation
  • Main Site – indicates is the person is located at the headquarters or main site for the organization they work for
  • Department – the name of the internal department which the contact works in
  • Name of the organisation – The official legal title of the organisation
  • Type – General area of the government – eg Local Government, Regional Government, Central Government, NHS, QUANGOs, etc
  • Organisation Type Higher – Specific type of organisation – eg NHS Trust, Local Authority, etc.
  • Organisation Type Lower – Used for Further Categorisation of Organisation Types – eg Acute Trust, Metropolitan Council, etc.
  • Number of Employees – Number of Employees employed across the organisation
  • Annual Spend – The spend of the organisation, shown in millions.
  • Organisation Notes – Useful information we find about the organisation – forthcoming changes/mergers etc
  • Website URL Website address for the organisation
  • Region – The Economic Planning Region in which the contact is based (London/South East/etc)

We can append the following additional information to some or all of your records for an additional charge.

For care homes, information is provided on:

  • the type of home and
  • the capacity of a home.

For FE and HE information, we share the number of students for each college or university shown in bandings.

For housing associations, we provide information on:

  • the type of tenants,
  • the type of housing,
  • the number of units or houses owned or managed,
  • whether the association is currently building new homes or units, and
  • the name of a parent organisation (where applicable).

For local government, we provide:

  • the population served,
  • the controlling political party,
  • the last time political control changed hands,
  • the next eletion date,
  • the official LA code,
  • the number of seats within an LA, and
  • the name of the ward represented by a councillor.

For the NHS, we provide:

  • the population covered (shown in bandings),
  • the number of GPs within a practice, and
  • the official code for the practice.

For parish councillors, we share the population covered by the parish council displayed in bandings.

We can send one or more of your email campaigns to the public sector data you select from our file.

To find out more, please click for more information on our email marketing campaigns to the public sector.

Yes – our team is particularly experienced in contacting public sector officials and councillors.

Click the link for more information on our telemarketing to the public sector campaigns for clients.

We supply a wide range of public sector data lists to clients including but not limited to:

  • Government email addresses for UK departments
  • NHS email database
  • Local authority mailing list (including email addresses)
  • GP email list
  • Housing Association email addresses
  • List of practice managers email addresses

Decision making structures vary from public sector organisation to public sector organisation.

In addition, the job titles of decision makers responsible for purchasing your products and services varies from public sector organisation to public sector organisation.

Let us know more about the products and services you want to sell.

We’ll then get back to you within 24 hours with a full breakdown of the decision makers we’ve identified together with a competitive quote.

To order public sector emails from More Than Words, simply call us on 0330 010 8300 or click here to email us.

Contact our public sector email marketing team

Get in touch with More Than Words Marketing

We’re open during office hours between Monday and Friday.

Please call us, email us, or fill out the contact form and let us know which products or services you wish to sell into the public sector and we then help you identify the right contacts.

We’re available on 0330 010 8300 or you can contact our UK public sector database team by clicking here to email us.

Find out more about our public sector email addresses service

Call us now to receive more info on 0330 010 3495, click here to email us, or fill out the form below.



    Public sector email addresses – interesting links and more information

    Email marketing to the public sector is particularly effective when competing for either bigger contracts or for orders under £100,000.

    You can also use it to demonstrate your expertise and build your credibility with decision-makers and influencers on the larger contracts.

    Email marketing should certainly be one of your methods of engaging with decision-makers and influencers – one of a variety of methods.

    We’ve compiled a list of six of the most helpful and constructive articles on marketing to the public sector if you’re new to it:

    With over 260,000 contacts in 89,000 public sector bodies, the first task is finding the decision-makers and influencers involving in purchasing your products or services for their organisation.

    To start building your list, please call us on 0330 010 3495 or you click here to email us for more information and support.