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Direct Marketing News – Segregate append data from regular email subscriber list

Direct Marketing News – Segregate append data from regular email subscriber list

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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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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