Behind E-Mail Append’s Resurgence
Many catalogers are missing important data that would allow them to make better use of both direct mail and e-mail to market effectively. Specifically, they don’t have the following:
1. E-mail addresses from many of their customers; consequently, they can’t use multichannel marketing to reach their best targets. They can certainly mail their catalogs, but they’re missing the one-two punch of using direct mail with e-mail.
2. Their e-mail lists often don’t contain name and address information. Therefore they don’t know the portions of their lists that are current or past customers. As a result, they can’t launch special campaigns to their best list segments.
Appending is a useful strategy to counteract both these situations.
E-mail appending has been around for several years. But it’s seeing a big resurgence in use. I’ve recently received e-mails from catalogers, publishers and major marketers asking for permission to send me e-mail. And it makes sense this is happening.
Catalogers who use a combination of direct mail and e-mail can gain greater sales than either channel generates alone. Below is an example of an appending permission e-mail I recently received. The subject line was: “A Special Invitation from Draper’s and Damon’s.” It’s short, focused, visually appealing and includes an easy opt-out link. The one thing I’d do to improve this e-mail’s impact is include a special offer with a promo code to capture attention, stimulate interaction and immediately generate sales.
Use appending only for existing customer relationships, and only when you have a name and full postal address. Only append to customers, and be mindful of how recently you’ve interacted with these individuals. When customers haven’t purchased from you in two years, they probably don’t consider themselves customers and are less likely to want your e-mails.
Look for Qualifying Permission
There are many reputable e-mail appending services. Make sure there’s qualifying permission on the database of the service you choose, namely the individual opting in to receive third-party e-mails. Use strict matching criteria so you’re matching on an individual and not a household level.
