The perfect beginner’s guide!

Do you want to conquer a new market? You must have a well defined external email database. This email file, which helps generate leads and get higher conversion rates, can be bought or rented. If you’ve never heard of email file rental, this guide is for you! Why do you need a database? What Are the Pros and Cons of Buying an Email File Vs. Who are the actors involved? How does this work ? How much does it cost? Pay attention to this unique concept…

Is an Email Database Important to a Business?

The mailing list or email file contains the contact details of all your prospects who are potentially interested in your services or products. For a company, this list is important to convert maximum prospects. In addition to being targeted, contacts should be renewed regularly.

However, acquiring new addresses takes time and can be costly. This is the reason why many companies prefer to resort to buying or renting databases.

Effective for disseminating and exchanging information, email is the most popular communication channel for marketing companies. Email marketing satisfies more than 40% of professionals, compared with about 20% for retargeting, with just over 15% satisfaction compared to advertising on social networks. Considering that approximately 23 million French people log into an email account every day, this digital marketing strategy is considered less intrusive.

An SNCD (or National Union of Direct Communication) analysis conducted in 2019 also shows that about 70% of professionals visit a website after receiving an email, while about 50% purchase a service or product.

Why choose Email File Rental?

Renting or buying a file makes it possible to obtain new addresses and conquer a new market. While each of its options has various advantages, leasing is the most beneficial solution for some companies.

Buying Email Files

When you purchase a file of email addresses, you are the only one to decide what to use. You can typically achieve an indexing, a segmentation, then a targeting or a marketing campaign. For each contact, you benefit from various additional information and you are likely to use as many addresses as you want.

However, you have no control over the quality of the addresses or their origin. In addition, sending emails is more expensive in terms of rentals. In compliance with the Data Protection Act, you do not have the right to transfer or rent the database to any third party. You must ensure yourself to update the information. However, this task can be complex and time-consuming.

Rental of an email database

By renting a file, you benefit from the update of coordinates. The agency that rents out its database ensures that email addresses are recent to increase the chances of delivery. This point marks its difference with the purchase of files, because with this last option, the update of contacts is not guaranteed.

This solution also allows you to save time and money, as for each email sent, the cost is lower compared to purchases. You can focus on other digital marketing strategies related to your business, as the agency that offers file rental takes care of the sending and even the design of the email marketing campaign.

Since the file is only available for rental, you cannot reuse it. Furthermore, you do not have the right to have detailed contact details for using them as part of your digital marketing campaigns.

In any case, before renting or buying a database, you should ask yourself questions about its use. Choose to buy if:

  • You want to perform several operations and later follow up with your prospects by phone or email;
  • You like to take care of designing and sending emails;
  • You have enough budget to send emails to all prospects and perform various tasks.

On the other hand, choose to rent if:

  • You need to save time by calling the service provider to take care of sending the email;
  • You have a limited budget to send;
  • You are planning to conduct only one contact operation.

And to avoid having duplicate contacts, ask your service provider for the duplication. You’ll avoid paying twice for the potential person you’ve already contacted.

How to choose the right emailing software according to your company?

How does email file rental work?

Rentals of email files include three actors: the publisher, the advertiser, and the agency.


The publisher is responsible for collecting email addresses and then renting them out to advertisers. For example, it can create its own database through contests, newsletters, requests for quotes, or online estimates.

This company publishing sites aims to monetize its audience using email files. The concept of opt’in partner takes its full meaning from the moment the Internet User provides his/her personal data and agrees to their use for commercial purposes. Although some Internet users do not agree with the practice that generates spam, it is beneficial to those who can monetize their audience.

Opt’in differs from opt’out which is prohibited by CNIL or the National Commission for Computing and Liberties, as it does not consider the opinion of the Internet user. The purpose of this technique is to force him to tick the partner box, or to pre-tick the box in its place.

However, some sites that use opt’in intentionally present pre-marked partner boxes to prevent the Internet user from unchecking them. The quality of the email depends on whether the Internet user has voluntarily checked the Partner box. It is of better quality when the latter has checked it because he is interested. The same is true for highly targeted contacts that are more valuable than those gained through competitions. Thus, a quality email file will be more expensive.


An advertiser is an actor or company that aims to acquire new customers using marketing or advertising campaigns. Today, many companies involved in financial services or insurance use email rentals.

To be successful in your marketing campaign, your average basket must be large and your target precise. By meeting these two conditions, you increase your chances of getting a satisfactory return on investment.


The agency can take care of:

  • Enrich contacts by cross-referencing multiple files to obtain additional behavioral information. This method improves the eligibility of addresses;
  • Prepare a campaign report with calculation of return on investment;
  • send emails from addresses in files;
  • Select the files to be used according to the quantity and targeting requested by the client;
  • Prepare email templates that she will then send to prospects. They can also set the landing page that will appear when the user clicks it.

How much does it cost to rent a file?

The cost of a database depends on various factors:

  • amount : A file with a large number of addresses is more expensive than a file with a small volume;
  • database quality : It is necessary to remove inactive email addresses regularly to receive quality files. Although it is difficult for an advertiser to estimate the quality of a file, the latter must take into account the method of obtaining contacts, unsubscribing, number of possible dispatches per month, etc. ,
  • degree of targeting : A qualified prospect costs more than an unqualified one.

For example, you should also take into account the various services offered by the agency, such as routing costs, campaign management costs, or template creation.

For individuals, approximately 10,000 poorly targeted contacts amount to between €50 and €100, while a whopping 500,000 poorly targeted contacts amount to between €20 and €40. Calculate between 80 and 120 € for the rental of a database of poorly targeted contacts aimed at professionals.

If the volume is equal to 100,000 contacts, the rates vary between 40 and 80 €. Prices vary between 200 and 400 € for a volume of 10,000 addresses, for an email file aimed at professionals and very targeted. Lastly, they vary between €150 and €300 for a volume of 50,000 highly targeted addresses.

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