The source of externally-purchased data lists should be carefully considered by email marketers, according to a representative of the Direct Marketing Association (DMA).

Richard Gibson of the DMA’s Email Marketing Council has explained that the source of data appearing on business lists is critically important to its effectiveness when used in email marketing campaigns.

Mr Gibson was speaking in consideration of figures from the last National Client Email Marketing Survey, published in 2007, which showed that 83 per cent of email marketers planned to up their budgets for 2008.

He said: “The supply chain is multi-faceted. There are numerous sources and a finite number of companies.

“The source of data is crucial and should not be underestimated, as with all aspects of database marketing, correctly targeting is vital as is accurate data.”

The December Marketing Outlook survey from StrongMail Systems found that 81 per cent of companies questioned plan to use acquired data to increase the relevancy of their email marketing campaigns in 2009.

Related Topics: Business Data & Lists