Why Would Direct Marketers Use Email Append?
Email Append is a practice that allows business owners and marketers to reach more potential customers with accurate and deliverable emails, resulting in a successful and cost-effective email marketing campaign.
According to Wikipedia the Definition of Email Appending is: A marketing practice that involves taking known customer data (first name, last name, and postal address) and matching it against a vendor’s database to obtain email addresses.
The way in which this is achieved involves using providers with extensive data-sets and advanced matching logic that can match a vendor’s email lists with the most up to date email information for opt-in consumers. This will give direct marketers the advantage of having accurate emails sent out to potential customers on the first attempt during the marketing campaign.
A provider that is able to guarantee delivery of an email that proves to be a direct match made from a vendor’s email list will save the vendor a great deal of time and money when it comes to researching and re-sending emails to the correct email addresses.
The Email Append opportunities also allow business owners and marketers to constantly track and update their emails lists with the most current information. This will also save time and money for future direct email marketing campaigns.
Is this service a Regulated Marketing Practice?
Email Append has been criticized as a controversial business practice, but working with CAN-SPAM compliant companies ensures direct marketing emails are all sent above board.
Critics of the past claimed that some of database marketing and management companies that utilize Email Append strategies for their marketing campaigns do not comply with opt-in practices and government regulated CAN-SPAM standards.
Therefore, it is important to find a legitimate provider that is aware and compliant with all CAN-SPAM policies.
The CAN-SPAM Act was signed into law by President George W. Bush in 2003. CAN-SPAM stands for Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003. This act established the United States’ national standards for the sending of commercial email. These policies are set to ensure that email marketing campaigns are directed at opt-in consumers’ email addresses.
What is an Opt-In Consumer?
The term opt-in applies to any individual, family or business that has actively agreed to receive commercial email messages. These consumers may have agreed to receive emails by clicking a box on the page of a website, filling out a form to receive more information on a service they are interested in or making some other type of positive response on a website or during a marketing campaign.
Using an opt-in system ensures consumers only receive commercial email messages after they have given their permission. Email Append services promote marketing to opt-in consumers and provide email lists consisting of email addressees for individuals, families and businesses that have given their permission to receive commercial email messages.
What should you look for when seeking out an Email Append Provider?
When researching an Email Append provider it is important to remember to seek out a company that engages in CAN-SPAM and best opt-in practices. It is also key to seek out a company that is able to guarantee deliverable emails for your marketing campaign. The idea behind using email append is to increase the accuracy of an email marketing campaign while decreasing the cost and man hours it takes to run the campaign.
The best providers will understand that needs of your marketing campaign and be sure to deliver the best customer service possible at every stage of the campaign.
Mark Schenker helps direct marketing companies improve marketing campaigns through his company, Anchor Computer Inc. Anchor Computer Inc. has been in business since 1974 and is a leader in the database marketing industry. They provide direct marketing services including NCOAlink processing, email append, phone append and CRM retargeting.
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