Up to 28% data becomes outdated every year. In such scenarios, it is wise to take a call on whom to approach for data appending. Email responses are more expected in the digital world than responses on postal mails. The basic requirement for email append is the right merging of name and mailing addresses and matching the old data against the current data and then appending the email address.
Email appending or e-appending can be practiced either through opt-in or opt-out method:
- Opt-in: Permission-based emails are sent to appended email addresses asking customers if they would like to opt into the client’s mailing list in addition to giving them the opportunity to unsubscribe.
- Opt-Out: The contact has to reply to opt-out from receiving further emails and if there is no reply from a particular contact to a welcome email, that contact is automatically considered to be recipient of further mails by the sender.
How corrective e-appending measures can result in productive e-marketing?
E-appending is no easy practice, given the complexities in matching the old and the new mailing addresses, successfully appending e-mail addresses, sending permission e-mails to right inboxes and being able to raise a good number of interested customer responses to opt-in mails is a challenge. However, few steps can turn your whole email marketing experience into a win-win game. Let us take you through those now:
i. Not suitable for prospects: It is always feasible to run email append on a customer file because old or new customers/ subscribers/ partners guarantee high response rates on introductory email messages. While, running email append on prospect contacts, may not bring in replies from those contacts giving out their data. There are chances of losses in investment in the latter practice.
ii. Choose wisely: Your email appending provider should be clear about the compliance policies by Direct Marketing Association guidelines and abide by those while running e-append and should have clear knowledge of permission-based email marketing procedure.
iii. Suppression process: Run a global suppression on successfully appended email addresses and remove email bounces, complainers, excluded email domains and others. This process will guarantee a hassle-free execution of welcome mail and lessen complaint rates.
iv. Welcome mail precision: Welcome mail or the introductory mail showcases your future business plans and your present business processes. But in case of email bounce backs, the not working email addresses should be removed from the database by your email appending service provider as standard industry practice.
v. Keep Messaging Constantly: After sending welcome mails to appended email addresses, do not leave messages at your desks to be sent later, as late might be very late for the recipients to hold interest in your mails.
vi. Frequent Tracking: Frequent tracking of appended database will give you the leverage of understanding your current customer base and calculate the ROI raised from appended email addresses.
At Email Data Group, we offer unique e-appending services for b2b and b2c business contacts. Do not stay confused with your obsolete data. Touch base with us and our accurate and tested services will ensure your products and services promotions raise brand visibility and sales!
So get in touch with us today!
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