E-mail Address Acquisition Has Its Problems
How can you be sure you're getting primary and accurate addresses?
Offer an incentive such as a sweepstakes entry or an electronically delivered premium, such as a free white paper or newsletter.
Use E-mail Appending with Caution
E-mail appending is the hottest—and most controversial—e-mail collection technique. A service bureau runs your customer file against a complied file of opted-in e-mail addresses. It then sends an e-mail to every match, explaining that your company will send them e-mails and give them the right to opt-out.
With e-mail appending, you can collect a good deal of e-mail addresses in a few weeks. You pay per match. There often are no upfront expenses or risks, and it requires little more than a tape of your customer file.
Sound too good to be true? It often is. A half-dozen of my clients tested e-mail append, and not one rolled out. When you look at the process, the flaws become clear: