Direct Marketing News – Segregate append data from regular email subscriber list
By: Direct Marketing News
Email appending gives you the ability to reach your postal-only contacts by email. If not carefully managed, appending can hurt the performance of your “regular” email addresses, as appended email data perform significantly differently on metrics that the Internet service providers (ISPs) consider as factors for deliverability.
If you establish a lifecycle program to manage these factors, you can take full advantage of email appends without degrading the performance of your existing email marketing program.
Why should appended email addresses be treated differently? A marketer might go to an outside vendor for an email append when he has lots of customers with only postal addresses. The vendor looks up the postal addresses to find the corresponding email address then sends a permission email asking the recipient to opt in.
From there, it removes all bounce-backs and opt-outs, and provides the marketer with the appended emails. Since the email recipients did not initiate contact by email, this leads to challenges such as higher bounce rates, more spam complaints and lower engagement rates.
ISPs look negatively on these factors when considering whether to put your email into the inbox. If you simply add these addresses to your current email database, your overall performance could be negatively impacted. What is the right way to handle email appends? Segregate the append data from your regular email marketing subscriber list by taking the following steps.
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