Increase Your Valid Email
Addresses by 15% or More
|
|
The best and fastest way to increase
your email address database is through
email appending.
What is email appending?
Well, it is not a spidered, rented or
purchased list of email addresses, but
it does increase your number of
deliverable emails.
Curious? We were too. Read on for a
full explanation.
Your House List = Your Highest Response
Rates
If you have a customer list chances are
good that a third or more do not have
valid email addresses. They may have
been good at the time you received them,
but email addresses are transitory
things subject to change with a new
provider or when your customer moves.
You are probably familiar with
National Change of Address (NCOA)
services. They compare your house list
to the latest updates at the post office
and update your database with the new
addresses. Email appending is similar to
NCOA, but because there is no central
repository or motivating reason for your
customers to update their email
addresses the chances of finding a
correct email are lower than that of a
mailing address. Despite those odds, a
good service can give you updates for
15% - 30% of your list. That can offer a
tremendous boost to your deliverable
email campaigns, especially since house
lists are historically more responsive.
So, what can email appending do for
you? The list is pretty impressive:
- Add and/or
correct 15% - 30% of your house list
email addresses
- Stay in touch
with customer who want to hear from
you
- Save advertising dollars -
emailing is less expensive than
traditional methods
- Increase response rates - your
house list is more responsive than
rented or purchased lists (avoids
SPAM too)
- Test your campaigns quickly -
tracking email campaigns is faster
and less expensive than traditional
marketing (see
our Hitbox example in last month's
article)
Email Appending Case Studies
Let's look
at a few real life examples of how
email appending has helped the
marketing efforts of different
companies.
A
Specialty Clothing Retailer
This company wanted to capitalize on
their existing customers for repeat
purchases. As most of their offerings
are custom fit, repeat customer orders,
particularly online orders, would help
increase their margins. While they want
to drive traffic to their e-commerce
website, they have few of their existing
customers email addresses.
Email appending provided the following
benefits to this retailer:
-
Email appending
added 24,117 email addresses, which
match their existing customer
database (approximately 25% of the
existing database was appended to
include email addresses.)
-
73% of the
recipients opened the initial email
message.
-
36% clicked on the
links within the initial message to
go to the clients website.
A National
Cable Company
This company wanted
to expand their business & consumer
customer database to run special
promotions campaigns and promote new
services via email.
-
Email appending added 268,854 email
addresses, which match their
existing customer database.
-
9.6% of their existing database was
appended to include email addresses.
-
The company only pays for the
addresses that were successfully
appended and now has 268,854 of
their existing customers' email
addresses.
An
Automotive Service Center
This company wanted to use online
advertising as a primary vehicle to
promote value added offers and
communicate with their customers. While
they had some success with email
advertising in the past, they had only a
very small database of email addresses
for their existing customers. In order
to build upon their previous success,
they needed to expand the size of their
online database.
-
A test
append added 100,925 email addresses
(12 % of total records submitted for
append) which match their existing
customer database.
-
As an
initial test, 36,000 records were
purchased for use in an email
campaign with a coupon element.
-
33 % of
recipients clicked through to print
the online coupon
-
Within 2
weeks of the test drop, the client
agreed to purchase the remaining
records appended from the first
file, and are planning on submitting
the entire customer database for
email appending.
|
 |
|
Tell Us Your
Story.
Get a Free Gift. |
|
|
|
|
|
Should You Email
Append?
If you have
an existing house list and less than
100% valid email addresses then email
appending is a good way to increase your
deliverable emails to a historically
responsive group. Since you only pay for
the email addresses located by the
service, and you only purchase as many
as you wish at a time, the benefit of
fresh addresses is usually worth the
cost (You can test a small group and see
if the response income offsets the cost
of appending). This pricing model makes
the service effective for both large and
small lists.
If you would like to learn more about
email appending, how to accomplish it
and what kind of results you can expect,
email us. We will have a
representative contact you.
Mailware Tip: You can easily
export your customer database email
addresses for use with your campaigns or
to forward to an email appending
service.
To export email addresses to use with
a campaign manager (e.g., Constant
Contact) run the following report.
And, to export your entire customer
database to send to an email appending
service run report:
You can find these reports in the
Report Center (located under the Reports
tab on the Company Database).
Don't have Mailware? Try the Free Demo.
 |
