250,000 decision makers
88,000 organisations
118,000 UK sites
Local/central government
NHS/GPs/dentists/care homes
Further & higher education

Postal marketing data for the public sector decision makers you want to target

Connect with over a quarter of a million budget-holding decision makers with our comprehensive, accurate, and up-to-date public sector mailing list.

Use our public sector mailing list to send promotional material by post demonstrating and explaining the benefits your products and services deliver.

Our public sector mailing list contains the information you need to run direct mail campaigns to:

  • Care Homes
  • Central Government
  • Dentists
  • Further and Higher Education
  • Housing Associations
  • Local Government
  • MP’s and Lords
  • NHS
  • Parish Councils

Up-to-date, guaranteed, and accurate public sector data lists

Part of our wider UK public sector database, our public sector mailing list contains the postal contact details for senior decision makers across the public sector.

We provide your mailing list in Microsoft Excel, Microsoft Access, or comma-separated value formats.

We offer a 98% deliverability guarantee – if we don’t achieve this, we either refund you pro-rata or we’ll issue you with replacement records.

Our public sector mailing list service

The database we hold of public sector decision makers is vast but you don’t have to buy the entire list from us.

Instead, we’d rather you share with you information about what you do and which public sector organisations your products and services will be of the greatest benefit to.

Within 24 hours, we’ll come back to you with a count and a quote showing you the number of decision makers we’ve found who you can connect directly with via postal mail marketing.

We grant you a 12 month licence giving your company the ability to promote your company, its products and services, and its unique selling points to public sector decision makers.

Over your year with us, your account manager is there to support you and to help you make the greatest return from your investment in our public sector mailing list.

Our technical team are also there to help you if you need assistance to segment your database for even more precise postal mail marketing.

And, within More Than Words, we have some of the UK’s most experienced copywriting and design professionals.

If you’d like them to provide you with feedback on your sales letter and/or the brochures you’re using to market your products and services, send them over to us before you send them to the printer.

Within 24 hours, we’ll get back to you with our suggestions and on the changes we’d make to your marketing collateral to generate the maximum number of leads from your campaign.

Order a bespoke public sector mailing list for your business

Get in touch with us and let us know more about your company, its products and services, and the decision makers you want to contact.

Please speak with one of our account managers on 0330 010 8300 or you can email our marketing databases team by clicking here.

When you call, please ask us about our sales letter writing and brochure writing service if you need help creating the marketing materials you intend to use on your public sector mailing campaign.

Please also ask us about our:

Our mailing list of public sector organisations in the UK

Generate more leads and sales with your public sector mailing list

Technological advances have seen email and social media marketing rise to prominence in recent years.

But marketers are more recently seeing a resurgence in the popularity of direct mail marketing campaigns.

An direct mail campaign built upon research into the benefits your products and services can offer the public sector can provide significant returns and build your company’s credibility in the minds of these important buyers.

The DMA recently reported that 57.1% of direct mail communications are opened compared to the 21.33% average open rate of email marketing messages as analysed by MailChimp.

Our team share their seven step approach to generating the maximum return on your investment in postal marketing to the public sector.

1. Define your audience

Public sector procurement is founded on trust.

For the most part, public sector contracts will go to those businesses considered “trusted suppliers” – a relationship earned over time.

The contacts on your public sector mailing list will be most interested in talking to suppliers which know their needs well.

They also expect you to know who they are and how they fit into the organisation they work for.

Your More Than Words public sector mailing list includes contact details for over 250,000 influencers, budget holders and decision makers.

This can form the basis of your research.

The first step to constructing your direct mail campaign is to define the correct target audience for your specific offer, product or service.

This will inform every aspect of your direct mail message from your call to action to wording used in your marketing collateral and the design.

For the greatest success, you should segment your public sector mailing list according to the specific needs of different organisations which your products and services address.

You can group contacts by characteristics including:

  • location,
  • job title,
  • purchasing responsibilities, and
  • organisation size.

Avoid wasting time and money on sending direct mail messages to the wrong people by speaking with one of our account managers to select the decision makers most likely to respond to your approach.

2. Focus on design

The content of your direct mail message is important but you first need to persuade them to open it.

Direct mail should have a unique, stand-out design which intrigues the recipient enough to open and act upon it.

Take this opportunity to be as creative as possible and experiment with different formats, sizes, colours and layouts.

As long as the style of the direct mail is uniform with your own branding and company profile, there is no limit to what you can do with your design, budget-permitting.

3. Personalise your message

As mentioned previously, relationships are fundamental to winning contracts within the public sector.

“Hard sell” tactics don’t work in this market.

Buyers want to work with companies which demonstrate industry knowledge and an interest in working with their organisation specifically.

Personalisation greatly improves the response and open rates for your direct mail.

And the more closely you can tailor your message to the recipient and why they want your products and services, the better the response will be.

Using your segmented list, take your standard direct mail message and slightly alter it to address the motivations of each sub-group.

4. Write persuasive content

The final goal of a direct marketing campaign is to persuade recipients to take a specific, measurable course of action.

To do this, your direct mail message must include three basic elements:

  • a call to action,
  • enough information to persuade the recipient to perform the desired action, and
  • clear instructions on how they can respond

A call to action (CTA) tells your recipient the desired course of action you want them to take after opening your mail.

This could be anything from making a purchase to calling your business or booking a consultation.

Make your CTA clear and obvious.

Provide recipients with the simplest possible way to take you up on your offer.

Your direct mail copy should focus on the specific benefits of your product or service to persuade the reader to act on your call to action.

Your copy should include:

  • a strong headline,
  • simple language,
  • a short, concise message that highlights the key benefits of your product or service, and
  • a deadline if applicable.

5. Add value

Modern public sector purchase decisions do not always follow the traditional top-down public service model.

An increasing number of services and facilities are now outsourced to private suppliers with a focus on careful product/service selection balanced with price competitiveness.

Certain subsects of the public sector use structures like ‘problem-based procurement’ – where decision makers search for solutions to problems rather than specific products.

Your direct mail campaign needs to demonstrate value that will appeal to different audiences within the public sector.

You could provide a special offer or deal which specifically benefits each recipient driving them to act on your CTA.

When segmenting your audience:

  • decide what problems this group has that your product or service can solve and
  • what kind of offer they are likely to be most responsive to.

6. Use multiple marketing channels

Multi-channel marketing campaigns are an effective and efficient way of building a customer/business relationship.

Using online and offline methods, you can direct marketing messages to your target contacts across a range of different channels.

The aim here is to keep your business within the eyeline of the people you want to attract without being too pushy.

To do this you can follow up a direct mail message with an email or telemarketing call.

Social media is another popular way to add ‘marketing touches’ throughout the buyers journey.

A multi-channel approach builds an immersive buying experience which keeps your business top-of-mind when contacts are making purchase decisions.

7. Make your marketing strategy measurable

Direct mail is not as easily measurable as digital marketing.

Nevertheless, successfully optimising your direct mail campaign relies on having measurable goals.

Decide what your objectives are for each campaign.

Then keep track of every customer action taken so that you can make adjustments and refine your strategy over time.

Record when people respond to your CTA via offer codes or a campaign-specific landing page or tailored URL.

Make sure that you analyse these responses to understand which elements of your postal campaign are working best.

Well-tracked data helps you to:

  • test your content and approach,
  • see what went right and wrong in your past campaigns, and
  • further tailor your content to individual leads.

Public sector mailing lists - FAQ

The public sector mailing list you purchase from More Than Words is a database containing the postal address contact details for decision makers within the organisations and departments you choose.

Your database is licensed to you for 12 months meaning that you can run multiple direct mail marketing campaigns over the course of the year.

You have two choices available to you on how you actually run your campaign – do it yourself or involve third parties.

If the campaign you want to run only involves contacting a few dozen or a couple of hundred decision makers, you may wish to do this using your existing resources – staff, printing equipment, franking machine, and so on.

This will be time consuming but it will be cheaper for your company than using third party companies.

For larger campaigns running into many hundreds or thousands of recipients, you will probably save a lot of time and money by outsourcing all or most of the work to other companies.

The third parties you’ll need to engage with on your campaign will include a:

  • copywriter – copywriters create the text used on your sales letter and in any supporting material you include in your envelope
  • designer – your designer will be responsible for the appearance of your sales letter and supporting materials
  • printing company – they will take the raw graphical files produced by your designer and print them off in the required number
  • mailing house – mailing houses are responsible for inserting the materials outputted by your printing company and taking advantage of the reduced postal charges offered by Royal Mail and other carriers on larger volumes

The information contained on each record on our public sector mailing list includes:

Contact details

  • Title, first name, last name, initial
  • Job title
  • Postal address (and whether or not they work from their organisation’s main site)
  • Known highest education qualifications
  • Seniority
  • Name of the organisation the contact works for
  • The name of the department the contact works for

Organisational details

  • Organisation name
  • Type of organisation (for example, local government, central government, NHS, QUANGOs, education, and so on)
  • Type of department (for example, metropolitan council, acute trust, and so on)
  • Number of employees
  • Annual spend of the organisation
  • Economic Planning Region to which the organisation belongs

In addition although not on every field, there are useful notes on each organisation including information o department changes, departmental mergers and so on.

For care homes, information is provided on…

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

….for an additional charge.

Our database contains information on the number of students for each college or university shown in bandings.

For an additional charge, we can populate each record on Housing Association contacts with the following information where available:

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

Across our list of boroughs in England, Scotland, Wales, and Northern Ireland, we can provide for an additional charge per record:

  • the population served,
  • the controlling political party,
  • the last time political control changed hands,
  • the next election 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 can provide you with for an additional charge per record:

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

When speaking with our account manager, please ask us to select the parish councils to include on your database of the size you want.

For an additional charge, we can share the population figure we have on each record we supply you with.

In order to keep the costs as low as possible on your direct mail campaign, you should only purchase decision maker contact details where you can demonstrate to those decision makers how your products and services:

  • improve the quality of outcomes delivered by a public sector organisation,
  • save money in the provision of services, or
  • allow them to offer additional services which they could not offer because of constraints placed on them by limitations of the products and services they are currently using.

Although direct mail marketing offers impressive returns on investments, the actual return you make is partly dependent on the cost of organising and executing those campaigns in the first place.

It’s better to restrict the number of contacts whose details you purchase to 2,000 where you know there will be an interest instead of buying 10,000 where the motivation to purchase is not clear to you.

Yes – please ask your account manager about adding email data to your public sector mailing list when you call.

Email data is asked for by clients much more frequently than postal data because it’s possible to run twelve email campaigns to public sector decision makers for the price of one postal mail campaign on large enough volumes.

We sell a variety of bespoke public sector email lists (including GP email lists and our NHS email database) – let us know how we can help you.

Yes – we have over 200,000 direct telephone numbers for public sector decision makers on our calling list.

You can purchase them for your company’s use or, if you’d prefer us to call decision makers on your behalf, please ask your account manager about our telemarketing campaigns to the public sector.

Because you’re communicating with decision makers offering for sale products and services which benefit the organisations they work for rather than them personally, you can continue to use any public sector data you already possess which you have gathered yourself.

You have a legitimate interest under GDPR to contact public sector decision makers in these circumstances.

Please make sure that, if you purchased public sector contact data from a third party supplier, your licence allows continued usage.

No – you’ll need to relicense the data for another 12 months’ usage from us one year and a day on from the time you originally purchased the data.

You are allowed however to stay in touch with decision makers who have contacted you as a result of receiving direct mail from you under the following two conditions:

  • if a contact has purchased your products and services from you or
  • if a contact has entered into dialogue with you about your products and services but no sale has taken place yet.

How to buy public sector mailing lists from More Than Words

For your postal mail marketing campaign to public sector decision makers to generate the greatest response, you need to make sure that you only invest in purchasing the contact details of those with a genuine need for your products and services.

If you get in touch with us and let us know what you sell and the types of organisations and departments you want to sell to, we’ll run a count for you and send you back a quote within one working day.

Please call us, email us, or fill out the contact form and let us know what you want to achieve with the public sector mailing lists you purchase from us.

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

We’re available on 0330 010 8300 or you can email our mailing lists team by clicking here.

We’re based in North Shields town centre if you want to come and visit us. There is plenty of free parking outside and we’re only three minutes’ walk from North Shields Metro station.

Call 0330 010 3495

Contact us about our public sector mailing list

To speak with one of our account managers, please call us on 0330 010 8300, click here to email us, or fill in the form below and we’ll get straight back in touch with you.