E-Mail Append: Digging Deep to Drive E-Mail Revenue
The top three reasons e-mail appends are a viable and profitable option.
The top three reasons e-mail appends are a viable and profitable option.
E-mail appends are a pretty controversial topic these days. Do they still work? Are they legal? Should you consider trying one with your in-house database? To help get a perspective on all this, I spoke to Dan Babb, director of e-mail append services at Walter Karl Interactive.
Here is what Babb had to say: “E-mail appends can be used to effectively increase your revenue and reengage customers you may have lost touch with. One of the biggest misconceptions that people have about e-mail appends is that there’s only one way to approach it. To really understand what an e-mail append can offer, you need to start with the basics.”
An e-mail append is the practice of supplementing the name records in your customer database by using a reputable third party. There are many types of e-mail appends:
Deciding which of these, if any, are right for your company to use is often challenging. After six years of specializing in e-mail append services, I’ve talked with hundreds of companies and shared ideas on how an e-mail append can be used to help them achieve their online marketing goals. Here are the top three reasons I give to marketers who ask if e-mail appends are a viable and profitable option to consider:
It’s critical to your success as a marketer to get the word out about your products through various marketing channels and to let your customer decide where and how they wish to respond. If the rising cost of printing and sending direct mail doesn’t allow you to dig deep into your customer file, then sending e-mail and using e-mail appends may be a great way to reengage these customers.
Want more e-mail marketing information? ClickZ E-Mail Reference is an archive of all our e-mail columns, organized by topic.