How Marketers Can Benefit From Email Database Services
With the election now over and the holidays knocking on our door, the lesson should be clear: enhancing your customer database needs to be on the front burner for marketers. One of the simplest and most cost-effective list enhancement strategies at your disposal is email appending.
Email appending is one of the more polarizing strategies available to email marketers, but if performed in a careful, conscientious and professional manner by an experienced provider, it might get you elected president, too.
Engage, engage, engage
Email appending isn't an acquisition strategy, it's an engagement strategy. You've already acquired the customer database you'll use as the basis for adding email addresses. This is one of the most valuable assets you have — buyers, donors, hand-raisers who have already proactively engaged with you through one of your marketing channels. Email appending allows you to broaden the communications you have with your customers in the most cost-effective, ecologically sensible and timely manner available to you — i.e., through emails.
4 easy pieces
Here are four easy steps to take to make sure your email append goes well.
1. Find a reputable provider. There are so many fly-by-night providers in the industry these days, and each of them claims to be the better than the next. They'll entice you with ridiculously cheap pricing, but can you trust them with your customer database? Furthermore, much of their data will be scraped or purchased and thereby contain spamtrap or honeypot addresses, which lead to blocking and blacklisting issues. There's a reason why it's so cheap. Self-registered, opt-in data doesn't come cheap, but it's the only way to go. Unfortunately, these "providers" give email appending the black eye it doesn't deserve.
Don't Google to find your email append provider; seek out providers from other trusted sources. Then ask for case studies and be sure to speak with previous clients. If they're unwilling or unable to provide real, live testimonials, run, don't walk away.
Related story: How to Grow a Successful Email List