Things to Consider When Doing an Email Append

All email marketers are looking for a way to increase their subscriber base, and one way to do this is through an email append. What are some things to consider when doing an email append? Fresh Address has an excellent white paper on things to consider when choosing a vendor to do an append for you. A couple of points on what to look for:

• Reputation: Look for testimonials, references, and a credible client list.


• Guaranteed Results: The emails you pay for should be deliverable addresses; a credit should be issued for any that bounce.
  
• Vigilance: Good vendors are as careful about their client’s reputation as they are about their own. They should ask you where your data is coming from and may refuse to append prospect lists.

Having worked first hand with Fresh Address, I can vouch for the fact that they have a good reputation, and produce results with their append list. If you're thinking of doing an email append, I would recommend speaking with them about their service.

List Revival

List Revival
A multi-channel cataloger offered its house-file an incentive to come shop – web, call center, or store. Buyers were given a smaller offer, non-buyers were offered a little more. Everybody won something, a few won a lot, a handful really made out. You had to tell them a little bit about yourself, and of course, all offers were e-mailed to you.

The sequence of events that led to this were quite interesting. You got a direct mail piece at home or a phone call. They provided you with an access code with a timed incentive to respond. You went online – input your offer code & were e-mailed a confirmation link.

This confirmation link asked you to provide preferences – seven basic questions & a big thank you with a coupon you could redeem immediately. You wonder why the cataloger went back and forth with the prospect or customer.

This was a result of a few control group tests. Let me offer a colloquial example. If I was to meet you and ask you your name, where you are from, what you like, & your ‘best’ e-mail id – you are more likely to respond correctly if I was to engage you in a dialog versus having you answer all questions all at once. People are human, not robots.

The impact this had was phenomenal. Pre ‘list revival’ the catalogers e-mail list was 20% of the house-file, they averaged less than 5% open rates, with an even more dismal click-through. Post ‘list revival’ the cataloger had more than doubled the e-mail list. Also their open rates quadrupled & click through’s improved.

The result of all of this was better segmentation, targeted messaging, & a boost in overall sales. More importantly, a random survey of more than 1000 new customers revealed that they felt they were part of the ‘club.’ The offers they had received were exactly what they wanted!