guide to understand how email appending works
Post on 13-Apr-2017
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Guide to Understand
How Email Appending Works
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Overview
When marketers talk business and marketing techniques, email marketing tops the list! And when discussing email marketing one cannot help but address its challenges, the most prominent of all being the dynamic nature of data.
Research shows that almost 25-30% email addresses get obsolete annually. And to add to that it is estimated that almost 84% email traffic could be spam (Radicati).
All those figures are too much to roll out campaigns without planned action. And that’s why email appending is recommended.
E-append is supposed to be simple and thorough so that once your database is appended your campaigns can be free of email bounces and spam. Email appending is more than a process, so let’s understand how email appending works!
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So let’s understand how email appending works!
1. Identifying the Right Vendor
2. Sharing Data
3. The Process of Email Address Appending
4. Sending the Welcome Mail for Permission Pass
5. Closing the Deal with Appended Emails
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1. Identifying the Right Vendor
Email address appending starts with identifying the right vendor. There are several email appending companies in the market that fight for supremacy.
As a marketer be prudent and identify a vendor who adheres to best practices such as having an exhaustive suppression file, offering opt-in ids, providing the source of email and more.
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2. Sharing Data
Once the vendor has been identified, the nest step involves sharing your present customer database with the vendor. For best results it is recommended that all data is shared including your present list of opt-out addresses. Since you are going to pay for each email appended it is best not to pay for data that won’t prove beneficial.
Sharing customer data such as name, phone, title, company name, mailing address or any other detail, ensures data accuracy and efficiency.
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3. The Process of Email Address Appending
The email append process starts with existing marketing database being matched against vendor master base in strict confidentiality to identify missing data, misspellings, obsolete data, new data and updated accordingly. Based on the nature of data present and extent of e-mail append expected, this process takes about 24-72 hours.
Though automated procedures are followed, some appending service providers also check for accuracy manually so that no data is missed or duplicated.
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4. Sending the Welcome Mail for Permission Pass
Once the appending process is complete, a “welcome” message is drafted and sent to all addresses for permission for future communication usually in the form of an “unsubscribe” option or link for validation.
So in order to have brand credibility and positive list deliverability it is recommended to get your permission pass through the welcome emails.
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5. Closing the Deal with Appended Emails
Once the permissions are achieved a comprehensive list can be designed and delivered to the client, hence closing the entire email appending process.
So yes, email appending is totally worth the effort! At the end of the day you want to keep your customers engaged and ROI to improve – and that cannot be achieved if you are using an obsolete email database.
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Using Email Appending Best Practices for Data Cleansing
In 2012, email ad revenue reached $156 million (I.A.B.) and research showed that well planned email campaigns can improve ROI by 4200%! Those figures explain why email marketing is the most preferred channel for communicating with B2B & B2C audiences.
E-appending is not simply a process of data hygiene and cleansing, but when carried out according to the best practices can result in better customer engagement. Using opt-in email addresses that are permission based, instead of opt-outs, is a key component of integrated marketing.
Collaborating with a reliable vendor for email appending services not only saves time and money, but helps in adding new addresses to/updates existing marketing and email lists, and boost ROI in a systematic manner.
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Microtargeting Through Geolocation
Geo-targeted email campaigns are gaining prominence and marketers cannot ignore the trend. While IP addresses were used to identify prospective users and customers from across countries, modern mobile devices and smartphone has made it more convenient and economical to track global users.
Email marketing in 2015 and beyond therefore will depend on technology to identify behavioral patterns among targeted audiences and then reach out to them through personalized email messages. Microtargeting as such has better statistics for open rates, click-through rates and even acting on the Call-To-Action.
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Acquire existing data and format it according to master database
Match with master database to update missing emails ids
Test and verify email ids with opt-in emails
Deliver updated database to client
How WE Help
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Upgrade your Database Today!Leverage Low Cost communication with email marketing
Get in Touch with Us Today for the Best Deals in Email Appending
CONTACT
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