YesMail

E-mail: The Art of the Append
January 1, 2003

By Hallie Mummert By and large, people have come to accept the delivery of direct mail in their postal mail box. The same is not true of e-mail. Perhaps because people set up their own addresses and pay for their account service, they are more guarded about who and what is allowed into their e-mail inbox. This viewpoint is what makes the practice of e-mail appending—where you match up customer names with e-mail addresses compiled by third party vendors—controversial. "The privacy zealots will say that any message the recipient did not give the marketer permission to send is spam," explains Reggie