Email Appending

Email Appending is the practice of adding email information to a simple database that is based on subscribers’ or customers’ first and last name and postal address. Because of the importance of online marketing and the growing number of email marketing campaigns, older databases may no longer allow for the addition of this information. Therefore, instead of starting from scratch, with a new database, business owners or account managers can update their current databases with an email address for each of their clients. Merging this new information with older resources is more efficient and allows the business owner to gauge who in their customer base is active and who they might want to reach out to via traditional marketing channels. Because this information is used to update existing records, all mailings are opt-out rather than traditional opt-in messages.

Companies may employ multiple means of updating their databases to include email addresses. Some may opt to collect customer information as they make purchases in the store or communicate via phone. However, many businesses use a service provider who has access to massive email address databases. When companies use these types of services, the success of their email appending process will depend heavily on the quality of the service providers’ databases.

Email appending builds a solid mailing list of subscribers who are interested in a company’s products or services when the company is ready to begin regular email communications or email marketing. Because these clients will already have a history with the company, email messages can be tailored to the individuals based on past experiences and purchases. Presenting existing clients with usable communication ultimately helps a company’s viability and increases the chances that email recipients will act on or forward their incoming offers.