What is Email Appending?
It is when a vendor matches e-mail addresses in its database to postal addresses in a client company’s house file. It also allows you to update your information on your current customer database so you can be sure you’re not wasting space in your database. There should be enough room for names and email addresses in the same list making sure you can keep those required for a longer period of time. This is the quickest and most effective way to build an e-mail database.
When you have made up your mind to pursue an e-mail append pay serious attention to planning, pricing, and Email Appending process, when performed in an ethical manner by a reputable vendor, can provide you with guaranteed deliverable e-mail addresses for up to 20% or more on your first project.
To build a database of customers, make sure you hire a company that has the same vision like yours and is committed to helping you grow your company quickly and effectively.
While there is no hard and fast rule to be followed, there are some common Email Appending mistakes made by marketers which can be avoided.
Go with high-quality data:
The main objective of Email Appending is to upgrade and cleanse existing data source as well as get the email addresses of prospective customers. So, discuss your requirements with your vendor and make sure whether the vendor has the ability to deliver the same.
Don’t get carried away by vendors who quote less. Quality must be a priority and price does not assure quality. So, do not compromise.
The significance of Opt-In and Opt-Out e-mail alternatives:
When you narrow down on a vendor for e-mail appending, make sure they are able to provide 100% opt-in e-mail option. The opt-in email indicates that when upgrading the database with email ids, a welcome email or approval based e-mail has to be sent to evaluate the validity of the e-mail id.
By following this, one is assured that your privacy is appreciated and they can opt-out if they do not want to participate in e-mail projects. Avoid simple mistakes and make no room for negligence as it can damage your brand’s online reputation in the long run.
It is noted that most vendors’ opt-in databases have an approximate bounce rate of 30% to 50% or more. Some as high as 80%. This could result in you being blocked or blacklisted by the Internet Service Providers.
Evaluate your vendor alternatives very carefully:
Don’t just invest in the first Email Appending service provider you come across. Instead, do your own research. Find out about the company- since when they have been in the market, who are their customers and from which part of the world, what kind of service they excel at and so forth. And when you are doing your research you will notice that in most cases companies will not over guarantee. Today, while companies are keen to attract a new customer, they also have to maintain their online reputation and deliver the best email appending services.
Trust your own resources for checklist construction:
Once you select the right vendor make sure you provide them with existing data source for them to update. Collate the data in one exhaustive and also extensive database. You should have the ability to generate maximum data through organic ways like sites, social networking sites, client recommendations, events/promotional campaigns as well as other means you can consider. It is a known fact that company emails lapse at the rate of 3-6% on a monthly basis. Nevertheless, you will probably still call for appending solutions, to make sure that your very own data source is an excellent one.
Do not exaggerate your individualized messages:
Every marketers’ and organizations’ main purpose is to attract as well as retain clients. So, it is necessary to send the right messages to customers, but don’t overdo it. Personalized messages are a sure means to grab consumer interest and attention; this surely must be taken into consideration when sending emails.
Ignoring direct list-building options:
Organically grown e-mail addresses are the least costly to get and will provide you with the low yielding result. At times, doing everything the right way will probably only yield e-mail addresses for approximately 25% of your customer or donor base and your growth rate.
Appending e-mails to a prospect list:
When you get an e-append make sure you are using the only donor, customer or with individuals you have a relationship that never got around to giving you their e-mail addresses. So, appending e-mails to a third-party or prospect list is not recommended unless you want a high spam-complaint rate.
Not insisting on list cleaning as part of append process:
Your vendor should automatically perform hygiene services on your list like checking for typos, errors, and other problematic addresses to make sure results are clean and deliverable. In addition, they should adhere to all CAN-SPAM regulations including Federal Communications Commission Wireless Domains, the Digital Marketing Academy’s Do Not E-mail list, and your own unsubscribe list. Vendors should be cautious with data as it is their own.
Not asserting on 100% guaranteed deliverable results:
When you invest in any e-mails it should be deliverable. They should be the only preferred e-mail addresses of your customers.
If they bounce within a reasonable post-append grace period your vendor should credit your account immediately. And don’t settle for a credit towards a future project that you may not even be sure of.
Overlooking the importance of opted-out e-mail:
Another important part of e-mail append process should include permission messaging. Newly-appended customers should be given the opportunity to opt-out of an e-mail relationship with your company.
Sending personalized e-mail messages:
An outstanding way to handle clients is to send a welcome message along with your attached email addresses. This presents them to a brand-new technique of communicating with them and gives them the heads up regarding any mail they might be receiving.
Clearing appended results into house list:
When you have e-mail addresses of customers, that doesn’t mean they are ready to buy. So, send a welcome message” to your appended e-mail addresses that introduce them to this new mode of communication and explains its value in terms of offers, ideas, etc. And don’t forget to offer them the opportunity to opt out.
Conclusion:
Once you have your appended data or e-mails, don’t expect them to start performing immediately. So, calm down. Take a breath and have realistic expectations. Marketing studies have proved that it takes anywhere from 7-10 impressions to get someone to notice.
Also, there are some other things to keep in mind when you first start messaging your appended e-mail addresses. Like, you can expect a few bounces (1-3%) due to unpaid accounts, full mailboxes, and internet issues. Since most messaging recipients didn’t directly provide to you an e-mail address, you can keep them informed in advance and put extra effort into crafting your welcome message.
At Email Data Group we believe that growth of both small and big businesses mostly depends on effective advertising. You will need to rely on an appended data for strategic marketing campaign done in the correct manner to be able to grow your business and clientele list.
Make use of Email Appending Service and ensure that your business mailing lists always contain the most current, most deliverable addresses and responsive phone numbers available. So, whatever your plans are, make sure you do not make the same mistakes. Contact us at Email Data Group today! You can call on 800-710-4895 or Email us at info@emaildatagroup.net
Amy John is a marketing executive with over 12 years of experience in the execution of marketing and lead generation strategies.