A comprehensive, accurate, and GPDR-compliant UK business email database is many marketers’ favourite tool for generating leads because of the level of access it gives them to potential customers.

What is the first thing you do when you pick up your phone or tablet in the morning?

If you are anything like the 58% of those surveyed by Optinmonster, the first thing you do is to check your emails.

Most marketers agree that email marketing campaigns are a cost-effective way to generate leads and sales in a place that customers are guaranteed to look every day – their inbox.

Research backs this up.

McKinsey found that email is up to 40 times more effective than social media for helping businesses to convert leads into customers.

Furthermore, in a 2018 study marketers said that for every £1 they spend on email marketing, they get £43 back.

Why are B2B mailing lists so profitable?

There are many reasons that B2B companies buy targeted email lists and use email marketing to get leads and close sales.

Cost effective

It is cheaper to run email marketing campaigns than many other forms of advertising.

There are no costs for printing or advertising space and you have the ability to send out as many messages as you like for no extra cost.

Email also has a great return on investment and there are many email service providers who offer a free service for lower-volume mailouts.

Generates inbound sales calls

Emails sent from marketing databases you buy in are an easy way to gather leads and close sales because they are immediate yet not time-pressured.

Where a cold call can feel pushy, email allows prospects to take their time and read your message when they are ready.

Ending an email with a call-to-action which suggests a time to call or asks questions will make customers more inclined to phone for further information.

In fact, putting this action into the customer’s hands makes them feel more committed to working with you and makes it easier for you to close the deal.

Measurable and allows you to test before sending

With a B2B mailing list, you can personalise and test your messages before sending them out en masse.

A/B testing of subject lines and headlines can help you to refine your campaign and work out which approach is the most effective.

Once you have sent a B2B email marketing campaign, you can measure its results via analytics software giving you an easy way of understanding how well you have performed.

Increased sales and conversions

Email marketing is effective at every stage of the buying cycle (the process a customer goes through when buying a product or service) as a way to stay in touch and ease customer pain points.

Use email to attract attention, provide a solution and help a customer choose a product or service.

Later emails nurture that relationship and answer their questions.

Follow up emails are a proven way to promote future sales when combined with discounts and promotions.

Real-time marketing

Emails are an immediate form of marketing which allow businesses to reach the right targets at the right time with an offer or discount.

Businesses can use automated reports to see opens and click throughs in real time, allowing sales teams to follow up and open a conversation with the recipients that show the most interest, at exactly the right time.

Pros and cons of buying email lists in the UK

Why would you buy a targeted email list instead of building your UK business email database?

The data that you collect directly from customers when they subscribe to your email newsletter or leave their details for you on your apps and website is called first party data.

This is the most valuable tool at your disposal for marketing but it takes a long time to build a large-enough database to run meaningful campaigns.

It makes sense to buy business mailing lists if you:

  • are a new business without any existing customers,
  • are looking to branch out into a new market, or
  • want to expand your business to a lot of people quickly.

More Than Words provides contact details and email addresses for high-level contacts and decision makers across a range of industries.

All you need to do is give us a description of your target customer and we will generate a personalised, targeted list based on your requirements.

Pros of buying bespoke data from a UK business email database

Fast data collection

It takes time to build a substantial UK business email database and even longer to divide your list for successful email marketing campaigns to specific target audiences you want to sell to.

A bought-in targeted email database cuts the time it takes to build your list and start marketing from months to minutes.

Over time as you get to know your new contacts you can flesh out the database with insights about decision-maker but purchased data is an efficient starting point.

Quickly expand into a new market

Changing locations, branching into new sectors, or targeting a wider audience means a whole lot of research.

You need to identify and find financing for overheads such as website hosting, physical premises expansion and new technologies.

On top of this your team will be working hard to get things put into place for your expansion as well as performing their existing jobs.

There is usually little time or manpower left for finding and introducing yourself to contacts in this new market.

You can save time and move more quickly into your chosen area by purchasing a B2B email list.

Cons of buying bespoke data from a UK business email database

Could be marked as spam

The accuracy of your data directly impacts the success of your marketing campaigns.

Inaccurate data can lead to emails being sent to email addresses that are no longer in use or to irrelevant contacts.

This in turn causes lower-performing campaigns, lower sales and lower return on investment.

Furthermore, marketing emails often address contacts by name.

If the contact name you have is wrong, it not only looks unprofessional but could also lead to the recipient marking the email as spam.

Inaccurate data occurs when a broker does not update their lists often enough.

More Than Words regularly updates our databases to confirm that all data is accurate and in line with GDPR guidance.


GDPR is a complex legal area and it is crucial that data providers understand the laws surrounding third-party data to protect both your business and themselves.

You must be sure that your data provider is fully informed and in compliance with these regulations to assure the legal standing of your marketing.

More Than Words’ GDPR policy can be found on our website and your account manager can answer any further questions.

Pros of building your own email list


It costs less to build a UK business email database than it does to purchase one as your only costs are those for your own website and internet service.

However, it is important to be aware of the hidden cost of paying employees for time spent building an email list.

With prepared data that time can  be spent marketing, generating leads and closing sales.

Deeper understanding of customers from the outset

As you get to know your customers over time you will be able to add more information to a purchased database including:

  • customer behaviour,
  • customer spending patterns, and
  • what parts of your website and which offers resonate the most with your target audience.

An email list you build yourself will be based on this information from the outset, making it easier to personalise your messages.

Cons of building your own email list

Takes a long time

A B2B mailing list purchased from an experienced provider such as More Than Words is generated and available to you within minutes.

Building your own list could take much longer and requires constant attention to keep the data clean.

Could still be a waste of time and effort

The time commitment required to build an organic UK business email database means that your first marketing campaigns need to be successful to cover the costs of compilation.

A targeted email list from an experienced broker gives you some breathing space.

Because you can start sending emails and closing leads right away it is not as crucial that you get it right first time.

How to spot a good UK business email database and stop it going bad

There are a host of problems businesses suffer that are caused by bad email data.

Missed sales opportunities and high email bounce rates make it difficult for businesses to maximise the number of leads they get from a UK business email database.

Research from SiriusDecisions found that up to 30% of the information on contact databases goes bad each year as contacts leave jobs and businesses change or close down.

Data hygiene requires regular attention and a full inspection of the database at least once every quarter.

What issues can purchased mailing lists have?

The most common problems people find with purchased mailing lists include:

  • non-compliant data,
  • incomplete data,
  • inaccurate data, and
  • disorganised data

Since the introduction of GDPR guidelines in 2018, use of data is subject to restrictions that must be followed at risk of severe penalties.

More Than Words gives you confidence in your data as our team monitors and updates databases regularly to reflect changes and ensure value for money.

We have extensive knowledge of GDPR and can guarantee 100% compliance across your entire mailing list.

Our detailed records contain fields for:

  • contact name,
  • contact email address,
  • contact telephone number,
  • job title,
  • company name,
  • company postal address,
  • website address, and
  • information on company size (turnover, staff numbers etc).

Not every field is populated for every record, but the information provided allows you to ascertain enough demographic information for each business to appropriately personalise your messages.

Purchasing a UK business email database is a significant benefit for any business, particularly those just starting out.

Businesses we work with are understandably concerned that their initial outlay should pay off in the end.

This is where our account managers can step in and help you to refine your campaigns as well as to give you advice on making  the most of your list.

An account manager will also speak with you in advance of generating your email list to discuss your commercial and revenue targets.

One of the most significantly important pieces of advice we can give is to use your database to its full potential.

Use it regularly, communicate with your contacts on a monthly basis and follow up consistently with those that open your emails or click through to your site.

Being proactive is the best way to maximise the leads you can get from your B2B email list UK.

If you don’t get the response you want from an email ask yourself why. Pick up the phone and make a call, offer a discount or allow contacts to tell you their needs.

That is the best way to stop any good data list going bad.

Questions to ask when buying email lists of UK companies

How often do you update your UK business email database?

Regularly updating data ensures the accuracy and therefore the relevance of the email list to the buyer.

More Than Words performs regular data cleaning and updates on all of our databases to ensure that they provide the most realistic and up-to-date information available at the time of purchase.

What is your deliverability rate on your UK business email database?

It is almost impossible to guarantee 100% deliverability from any email list, even those you build yourself.

Your provider should be able to offer a guarantee that the majority of emails you send will reach their intended target.

A carefully chosen More Than Words database ensures that the right decision makers in the right companies receive your emails making it more likely that they will attract interest.

Currently, we can guarantee up to 85% deliverability across our databases.

How much do you charge for bespoke data from your UK business email database?

B2B email lists UK prices vary significantly.

Some providers require customers to purchase entire databases, meaning that businesses take on contact details they neither want nor require.

This often has negative effects on their email campaigns as their response rates drop due to campaigning to contacts that have no need for their product or service.

A More Than Words email database is completely customised to your wants and needs allowing you to choose contacts based on the types of business most commercially important to you.

The cost of a UK business email database really comes down to the value it offers to your business.

If you purchase a database on a 12 month license then the one-off cost is split across the months that you use it.

The more you use it the cheaper it works out and the higher your return on investment.

How are your mailing lists targeted?

If you are purchasing a list it is important to find one that is highly-targeted.

A mailing list that features 500,000 entries for ‘sales manager’ might bring you one or two leads.

But a mailing list that features 5,000 ‘sales managers at a mid-sized tech company in London’ is likely to generate a far better response rate because your emails will be more relevant to those recipients.

Your More Than Words account manager will walk you through the various categories on our database to help you find a list of contacts that are useful to you.

Do I have to buy the entire list?

No and we would rather you didn’t!

The foundation of More Than Words’ service is helping businesses to build individual and personalised mailing lists that they can use effectively to acquire leads and make sales.

Where do you get your data from?

Any data you use for marketing purposes must comply with DMA guidelines and GDPR rules.

Any reputable data broker should be able to confirm that their information is in accordance with these regulations.

As mentioned earlier, More Than Words’ full data policy can be found on our website.

Building your new UK business email database

Please call us, email us, or fill out the contact form to find out more and let us know how we can help you to build your customer base and sell your products and services with our UK business email database.

Prefer us to send out the campaign for you as well as provide you with the data? Ask your account manager when you call about our managed B2B email marketing campaign service.

You can reach us on 0330 010 3495 or click here to email us.

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

Call 0330 010 3495

Finding the right email marketing database for your company

To find the most suitable marketing database for your company, please call the More Than Words team today on 0330 010 8300, click here to email us, or fill in the form below and we’ll get in touch.