Email Append Source

“What are your experiences with email append?” This question was posted on several LinkedIn Groups, Twitter, Facebook, and through an mFormer poll. Here are the results:

+++++++++++++++++++++++++++++++++++++++++++

Martin Vrieze, Senior Partner at TruEdge Business Solutions writes;

You need to track and manage append email addresses separate from your true opt-in addresses. In some cases, you will need a separate contact strategy for appended email addresses since they tend to complain more, opt-out more and hit the spam button much more than a true opt-in. At the end of the day though, the benefit in gross profit after cost of goods and advertising and append costs was more than worth the extra hoops I had to jump through.

Take away: Requires extra effort but worthwhile.

+++++++++++++++++++++++++++++++++++++++++++

Vaibhav Domkundwar, Founder & CEO at Emailified writes;

We believe Email Append is not being used to its fullest potential in B2B, as compared to its use in B2C. But that is changing and we are seeing a lot of customers who get lists from trade shows, events and other sources immediately looking to append email addresses in order to build a relationship. B2B marketers are also looking into their CRM databases to verify email addresses for contacts that have not responded or not been contacted for a while, as well as add missing email addresses that are accumulated in CRM systems based on sales team adding new projects or inbound leads coming in without email addresses. So I think email append is a critical process for B2B marketers to consider and built into their marketing database development plans.

Take away: B2B email append is underutilized but on the rise.

+++++++++++++++++++++++++++++++++++++++++++

Dennis  Fish, Owner at Maximum Marketing Solutions, writes:

There are some good sources out there of emails for append purposes, but even the best sources will get you a 25 – 30% match rate. We have used them successfully in targeting an e-mail to arrive within 24 hours of the in home arrival date of a mail piece. On those names that we do have an address on, this has given a fantastic response lift!

Take away: Match rates vary but a multichannel approach may reap large rewards.

+++++++++++++++++++++++++++++++++++++++++++

Terry Newell, List Rep. and Researcher at SuperLists International, writes:

I am not entirely negative on email appends; however, those who take advantage of this service should be aware they will not be able to match their entire database, most companies I’ve worked with state a 10-25% match rate. I once worked with an append company on behalf of a client and this company sent emails to each of the matched records to advise the recipients they had been appended and that X Company would be in touch. Worked like a charm, very few opt outs. I think the important thing for people who want to append email is to realize they will not get over a 30% match rate (and that’s really high) and to work with a reputable company or broker to ensure they get what they paid for.

Take away: You get what you pay for.

+++++++++++++++++++++++++++++++++++++++++++

Matt Vernhout (@emailkarma) with EmailKarma.net writes:

From the ISP relations side – they have been less than stellar. Past experience shows that clients with an otherwise good reputation that tanks did one of these things: 1) Bought a list 2) Rented a list, or 3) Performed some version of an email append (usually opt-out). Generally one of the above resulted in spam traps or excessive complaints that impacted long term mailing of the client program. Likely to become #4 on the list one of these days is a List sharing service like the one talked about here.

Take away: Email Append, particularly opt-out append, can hurt your reputation with ISPs and customers.

+++++++++++++++++++++++++++++++++++++++++++

John Stockhausen, Vice President at Great Lakes List Management, writes:

The experiences I’ve had are varied based on the client’s objective and the match criteria. Matching on address only clearly yields the highest quantity, but the response rates are horrendous. Matching on Last and address get’s you a higher probability of the individual you’d like to speak to, but still not as qualified as first name, last name, and address- but the match rate plummets to 5% or under. I have had great success with a match and deploy with postal AND e-mail programs, but no success with matched e-mail as a standalone prospecting tool.

Take away: Multichannel append and deploy works best; finding the right balance when deciding upon matching criteria is also important.

+++++++++++++++++++++++++++++++++++++++++++

Mark Turnbull, Marketing Consultant at Unique Prospects Limited, writes:

It’s pricey; sometimes you’re better off purchasing a dedicated list that has emails already appended with your chosen criteria.

Take away: Buy a list instead and hope for the best.

+++++++++++++++++++++++++++++++++++++++++++

Carla Joye , President at Strategic Intelligence Group, writes:

My experience with email appends in the B2B world has been less than stellar. The cost far outweighs the value of the addresses that were appended. In my experience, the best way to get an accurate email address is through social network sites such as LinkedIn or Jigsaw, etc.

Take away: If your list is small, simply append the email addresses manually.

+++++++++++++++++++++++++++++++++++++++++++

Michael R. Strossner, Sr. Database Marketing at infoUSA – Mid Markets Division, writes:

A couple of things to always be aware of when working with this type of data is to make sure the information is opt in.  That means that your data provider has been given permission by the recipient that they can receive information from outside partners. Secondly always ask how the data is compiled & updated and what is their guarantee on accuracy and deliverability.

Take away: Deliverability is one thing, accuracy is another.