130,000 email addresses
250,000 decision makers
88,000 organisations
118,000 UK sites
12 months’ usage licence
12 months’ after-sale support

Choosing our UK public sector database for your marketing campaigns

More Than Words’ UK public sector database contains accurate and up-to-date contact details for decision makers within the public sector segmented by the type of organisations they work for and the budgets they’re responsible for spending.

HM Government spends £284 billion a year on buying goods and services from suppliers.

This is around a third of all public expenditure.

And the government has expressed its commitment to spending 33% of its budget with SMEs.

Unlike many other sectors, the public sector marketplace focuses on best long-term value and not on price.

More Than Words’ UK public sector database helps you communicate with the decision makers who have the budget and the need for your products and services.

And our back-up support services mean that, over the course of 12 months, we’re there to help you as much as possible to generate the maximum number of new leads and contracts from your marketing.

Three different ways of promoting your products and services using the UK public sector database

Our database offers you three different ways to market to public sector decision makers – by email, by post, and by phone.

If you want to use all three channels, you’ll need to select your target audience from our complete public sector database.

Our complete public sector database contains the contact details for over 250,000 buyers by email, phone, and post in:

  • government (local, central, and regional),
  • Housing Associations,
  • care homes,
  • higher education,
  • parish councils,
  • further education,
  • the NHS,
  • dental practices and more.

If you want to market to the public sector using a particular channel, please use the links just below to find out more information about our public sector postal mailing lists, email lists, and telemarketing lists:

  • Public sector mailing list – connect by postal mail with over a quarter of a million budget-holding decision makers with our comprehensive, accurate, and up-to-date public sector mailing lists
  • Public sector email addresses database – our 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
  • Public sector calling list – our public sector calling list gives your telemarketing team the details it needs to open meaningful conversations with up to 250,000 budget-holding decision makers

Building your bespoke UK public sector database

Once you’ve chosen how you want to market to your target audience, how do we build a bespoke database of interested buyers for your company.

In consultation with you, we’ll interrogate our public sector database to find the right decision makers based upon:

  • the type of organisation and department they work for,
  • each contact’s level of seniority and the areas of procurement they’re responsible for,
  • their annual spend, and
  • which geographical areas they serve.

On each record, we’ll provide you with a significant amount of additional information which you can use to better tailor your message to your target audiences.

For a full list of the information provided on each record, please see our FAQ section further down this page.

Accuracy and after-sales support

We offer the following accuracy guarantees on our UK public sector database:

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

If we don’t hit these targets, you can choose whether you want a pro-rata refund or whether you’d like us to issue replacement records to you.

Once you have received your database from us, you have 12 months to use it.

Use those 12 months to build up decision makers’ awareness of your company and its products and services. During that time, demonstrate your experience and credibility by using each contact to share both sales information and sector insights with your target audience.

To help you do that, you have your own account manager with experience in helping clients market what they sell to the public sector.

Their job is to help you whenever you need it and to make sure that we do what you ask us to do correctly, efficiently, and quickly.

If you need help using the database, phone or email our technical support team. If you need us to, we’ll walk you through on the phone how to use the database in the way you want.

Our advertising and marketing support team are also available for you during the year.

If you want them to provide you with guidance and feedback on a sales letter or email you want to send or review a telesales script before your telemarketing team starts calling, get in touch.

Within 24 hours, they’ll come back to you with their opinions and suggestions.

If you choose More Than Words to supply you with your UK public sector database, you’re working with an experienced team of data professionals, outbound marketers,  and designers with experience in helping clients sell to public sector decision makers.

How to order your UK public sector database

We’d really appreciate the opportunity to speak with you so we can find out more about your company, what you sell, and how what you sell benefits the public sector.

With that information, we’ll come back to you within 24 hours with a count on the number of decision makers we’ve found most likely to need to purchase your products and services.

We’ll be able to tell you how many email addresses, postal addresses, and telephone numbers we have for your target audience.

Please contact us on 0330 010 8300 or you can email our marketing databases team by clicking here.

UK public sector database – select by marketing channel

Making the most from your UK public sector database

Our UK public sector database offers businesses the simplest and most cost-effective way to connect and engage with decision makers within the public sector at both local and national levels.

Providing high-level contacts within each organisation, our database is your company’s resource for accurate and up-to-date information on the people with responsibility and a budget for purchasing your products and services.

Why should you target the public sector?

There are many reasons that a business might want to focus their marketing efforts on public sector organisations. These include:

Bigger opportunities

Whilst the public sector can be difficult to sell into initially, contracts tend to be higher value and longer term and working on them eventually offers a significant return on investment.

Historically, the majority of public sector spending has gone to larger, better-known suppliers, but in recent years this has changed to favour smaller businesses.

In 2018/19, the Government spent £14.2 billion with small and medium-sized businesses an increase of £2 billion from the previous year.

The Government has pledged to increase their contracts with SMEs year-on-year in a bid to boost economic growth and provide more opportunities to UK businesses.

So there has never been a better time for small businesses to make connections in the public sector.

Long term relationships

Public sector procurement has also moved away from relying on traditional suppliers for all processes.

Replacing current suppliers in the public sector involves significant time and expense meaning that, often, government organisations prefer to stick with current appointees where they can.

However, if new suppliers are able to demonstrate that they can better meet current standards and provide better value for money, decision makers within the public sector are receptive.

For those companies able to secure contracts within the public sector, remaining flexible and abreast of changes in the sector will go a long way to ensuring that they are not replaced in the future.

Opportunities for innovation

The public sector is always looking for new ways to achieve targets and improve processes.

Businesses which expand and improve their range of products or services to feature more innovation and more adaptability are particularly sought after in an environment where there is downward pressure on budgets every year.

Benefits of using our UK public sector database for email marketing campaigns

Email marketing offers your company direct email inbox access to decision makers in charge of budgets for purchasing your products and services.

Getting across your most important sales information

With a well-written email marketing message, you have up to 30 seconds to get your main points across.

Use that time to demonstrate your expertise within the public sector and the value for money offered by your products and services.

You can use it to promote white papers and case studies on your website.

Every time someone clicks through to your website, you’ll be able to identify who they are and where they work.

For the decision makers who open your email or clickthrough to your website, you can start a conversation with them by following up and asking them for more details about what they’re specifically interested in.


Postal mail and telephone-based marketing campaigns deliver significant returns on investment.

They do however require larger investments upfront than email marketing.

With email marketing, you can carry out 12 campaigns to the public sector decision makers on your database often for the same investment as one direct mail campaign.

Email marketing offers companies eager to find and convert new public sector customers the opportunity to do so on a more limited budget.

As you onboard new clients from your email marketing campaigns, you can then use those revenues to establish an even greater presence in the marketplace by using highly effective telemarketing and direct mail marketing campaigns.

When done well, according to the Direct Marketing Association, email marketing yields an estimated 4,300 percent ROI.

Blends well with other marketing channels

The companies which sell the most to the public sector vary the marketing methods they use.

Email marketing is particularly popular among these companies because it can be deployed quickly to support other campaigns you’re running – like telesales, direct mail, online advertising, and more.

The more public sector decision makers see your company and its products and services both as a result of your direct marketing campaigns and your online marketing campaigns, the greater your company’s visibility.

With More Than Words’ UK public sector database, you can send emails to the decision makers you choose 12 times over the course of the year.

Benefits of using our UK public sector database for telemarketing campaigns

Telemarketing works really well with public sector decision makers because of the personal connection it creates.

With telemarketing, you can build relationships, really understand clients’ needs, and use what you find in conversation to generate leads and close sales.

A series of productive conversations during which a public sector decision maker feels that you understand what problem they have or what opportunity they’re trying to solve and that you can provide them with a solution gives your company the greatest chance of making the sale.

Many companies also use telemarketing to build a sales pipeline based upon the information which decision makers share with them.

You can use telemarketing to find out more about your contacts, their buying cycle and current suppliers, and any upcoming opportunities that you could be involved in.

Benefits of using our UK public sector database for direct mail marketing campaigns

Not only is direct mail more likely to be opened and read, it is also easier to make personal to your recipient.

At the most basic level, addressing each direct mail message to an individual helps it to feel more exclusive.

Physical mail already feels more valuable to recipients than something intangible like email.

Use direct mail to provide a free sample, a brochure or a catalogue helps you to demonstrate what your business does and why your prospect should care.

Database of public sector organisations and contacts - FAQ

The information fields for the contacts on our public sector marketing list are as follows:

  • Salutation – Mr, Miss, Mrs, Ms, Dr – etc
  • First name
  • Initial – first name abbreviated to the initial letter
  • Last name
  • Job Title–official job title
  • Seniority – level of management within the organisation they work for
  • Qualifications – educational or vocational qualifications the contact is known to have
  • Town or city – the town or city in which the contact is based

You can contact the decision makers on the public sector marketing database using the following three fields:

  • Postal address – The postal address at which the contact is based
  • Contact email address – the email address of the contact
  • Contact phone – the direct number for the contact (if this is not available, please use the switchboard number contained in the organisation fields – more about that in the next FAQ answer)

Please note that our coverage of email addresses is not universal.

If you intend email marketing to be your prior route to contacting the decision makers you select, please let your account manager know when you call.

Included within each contact field on the database is information on:

  • Annual spend – the organisation’s spend over twelve months shown in millions.
  • County – the postal county in which the contact is based
  • Internal department – the name of the internal department which the contact works in
  • General organisational grouping – Local Government, Regional Government, Central Government, NHS, QUANGOs, etc
  • Main email – the main e-mail address for the organisation
  • Main phone – the main telephone/switchboard number for the organisation
  • Main site – indicates is the person is located at the headquarters or main site for the organization they work for
  • Name of the organisation – The official legal title of the organisation
  • Staffing level – Number of Employees employed across the organisation
  • Organisational notes – Useful information we find about the organisation including forthcoming changes/mergers and so on
  • Organisation Type – includes a top level description of the type of organisation a contact is working for (for example, an NHS Trust, Local Authority, and so on)
  • Organisation Type Additional – used to further clarify an organisation or to describe a specific department within an organisation (for example, an Acute Trust, Metropolitan Council, and so on)
  • Postcode – the postcode of the location at which the contact is based

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

For care homes, you can search by:

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

For FE and HE information, select the colleges or universities you want to market to by the number of students (numbers are banded).

For housing associations, you can narrow down your desired targets by:

  • 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 contacts, we hold the following information:

  • 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, select your targets using the following criteria:

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

You can choose to contact the decision makers on your UK public sector database by email, phone, or post.


When you get in touch with us, please let us know which marketing channels you intend to use so that we can run a full count and quote for you.

No. To keep in touch with the decision makers on your UK public sector database, you need to relicense it for another 12 months.

You can stay in touch with a decision maker you’re interacting with if…

  • they have purchased your products and services from you
  • if you are in a dialogue with them but you’ve not sold to them yet,or
  • they have asked you to stay in touch with them in writing (please keep records of such requests)

…and they originally started interacting with you after you approached them as part of a direct marketing campaign.

Contact us about our UK public sector database

Please call us, email us, or fill out the contact form and let us know:

  • which decision makers you want to target and
  • what you want to achieve with the bespoke UK public sector database you purchase from us.

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

We’re available on 0330 010 8300 or you can click here to email us.

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 UK public sector database

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 back in touch with you.