As a general rule of thumb, the older the data the less relevant, and therefore the less effective it will be. 12 months is the absolute maximum age of data that we recommend. In most cases, this is due to budget concerns. Beyond a year, you risk contacting consumers whose circumstances have changed or worst case, you may be purchasing contact information that is obsolete.
The age of our data varies depending on our clients’ budget and who they’re targeting. We supply data that has been generated anywhere between 24hours and 12 months.