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DF: Perhaps the biggest challenge is explaining to the finance department what, exactly, they are paying for. "Don't we already own the names?" they ask. "Can't we already market to these people and ask them to sign up for e-mail without the cost of an append?" But gathering e-mail addresses is a lot trickier than it seems. Customers, when they see that you already have their address and that you are politely asking to send them valuable information, are a lot more willing to say, "Yes," than they are to give you their e-mail address in response to a mailing.
TM: What types of organizations should consider e-mail appending?
DF: I think the best organizations to consider how an e-mail append can help achieve marketing goals are those with already-engaged customers and a regular, timely e-mail program. I envision nonprofit organizations and SMB class companies as prime candidates.
TM: What tips do you have for choosing an appending partner?
DF: Ask for references. Make sure the company you are going with has done this before and does a good job. Also, ask up front for an estimate on how many names will be gained from the exercise, given the size of your list and number of names you have without e-mail addresses. Finally, do your own list hygiene.
TM: When gearing up to send your data for e-mail appending services, how should savvy marketers prepare the data?
DF: I really want to stress how an append is not a cleanup for data. We happen to have fairly clean data at L-com, but I can see a company that has been less careful with its data using an append and thinking that will solve the problem. Also, I want to stress privacy concerns when doing an e-mail append. People are more careful about their e-mail address, so you have to respect that. Assure them that they are an existing customer and that you're not abusing the relationship.
TM: What types of organizations should consider e-mail appending?
DF: I think the best organizations to consider how an e-mail append can help achieve marketing goals are those with already-engaged customers and a regular, timely e-mail program. I envision nonprofit organizations and SMB class companies as prime candidates.
TM: What tips do you have for choosing an appending partner?
DF: Ask for references. Make sure the company you are going with has done this before and does a good job. Also, ask up front for an estimate on how many names will be gained from the exercise, given the size of your list and number of names you have without e-mail addresses. Finally, do your own list hygiene.
TM: When gearing up to send your data for e-mail appending services, how should savvy marketers prepare the data?
DF: I really want to stress how an append is not a cleanup for data. We happen to have fairly clean data at L-com, but I can see a company that has been less careful with its data using an append and thinking that will solve the problem. Also, I want to stress privacy concerns when doing an e-mail append. People are more careful about their e-mail address, so you have to respect that. Assure them that they are an existing customer and that you're not abusing the relationship.
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Social Media ROI
Email Marketing that Works (2nd Edition)