Know More about Email Appending Best Practices

Email Append typically enables you to grow your list through a third-party provider quickly. This process allows businesses to engage a large number of quality leads by adding the missing email address to customer’s database. You can experience an average of 35% increase in ROI by appending the correct records.

Although the process seems to be uncomplicated, it’s not so simple and can turn out to be a risky attempt with no reward guarantee. However, if you execute it correctly, it can curtail the risks and enhance your list size in the process. To help you in this area, we have jotted down some of the must try e-append best practices, which are sure to benefit your business.

1. Properly Understand your List

The industries need to understand their list before sending it to any dealer. Otherwise, you may end up paying a massive penalty for breaking the law. So, what should you know beforehand?

Ensure that your list contains the information of only active subscribers. Because it is useless to append the record of a customer who will not identify a previous relationship with your brand. The practice of e-appending is acceptable only if the recipient is your previous customer or has initiated any business relationship with you earlier.

That is, the individuals who have purchased a product or service from you, signed up for any of your subscription services, responded to your survey, or had any offline contact with your sales representative.

In case, if you append the records of a prospect who did not volunteer their information to your company, you are indeed breaking the data regulation policies such as GDPR and CAN-Spam.

2. Knowing the Vendor’s Reputation is a Must

You may find various vendors out in the market selling their services for less price. But, be vigilant while picking any of them. To reap the desired outcome from this service, you must choose the vendor with the best reputation in the industry. It may require you to spend some of your time researching and finding out the best one among others.

Once you find such vendor, always remember to ask them about their list obtaining practices and how they handle unsubscribes, bounces and discontent. They should have a thorough knowledge of the DMA guidelines surrounding e-append its practices and must be able to validate the expertise.

The wrong vendor will undoubtedly turn out to be the most costly marketing mistake you have ever made. So, choosing a legitimate partner with expertise in privacy policies and permission email marketing is extremely crucial for any business.

3. Learn the Matching Process Used

Check the type of matching process used by your vendor. Is it a string level logic or based on a more complicated algorithm? Or do they rely on household matching techniques instead of individual matching?

In a household matching process, the vendor matches the last name and the street address with email. Whereas, for an Individual matching process, the first name, last name, as well the street address is successfully matched with an email. Generally, household matching yields a higher matching percentage. But, it isn’t appropriate for specific business models such as financial services.

Your vendor must be wise enough to explain every process in simpler terms. If they are unable to explain it quickly, we bet you they will find it difficult to handle things when a more complex situation arises.

4. Always Provide Opt-in and Opt-out Permissions

E-append vendors usually send out an opt-in request to the matched addresses to let your recipients know about your purpose to connect with them through email. If your vendor doesn’t follow this step, ask them to do it to avoid anti-spam regulations that can hurt your email reputation. It is the safest and ideal route to grab only the right industry leaders.

The vendor must also send opt-out links in his initial request. So, the uninterested customers can come out of your subscriber list without any trouble.

5. Shield your House List

We always advise you to keep the addresses received from the vendor separately, to protect your house list. Addresses received from them must not be combined with your house file until recipients respond.

You must check those addresses by sending out emails from a separate IP. This practice can enable you to find out the batch of email addresses that you got from the vendor is good or bad.

6. Run Series of Email Suppression

Do you spend more time crafting an email but end up getting only a handful of response? It may happen when your list contains several disinterested recipients who want to come out of your email subscription. In such cases, suppress your customer database by cutting out those prospects who have already opted out of your list for some reason.

Suppressing also includes removing the emails that are bouncing because of blacklisting. Focusing on email suppressing task will dramatically reduce the volume of customer complaints and ensures a higher response rate. Also, it lowers traffic congestion on servers to provide maximum deliverability of messages.

Hence, before sending a welcome email to the appended email addresses, it’s crucial to run a series of email suppressions. You must choose a vendor who can run CAN-Spam and global suppression to remove bounces, blacklist email domains, known complainers, DMA do not email file, and perform other domain suppressions. These levels of suppression will surely minimize future complaints.

7. Send Welcome Email Immediately

A welcome email will be the first exposure to your recipients about your brand. So, you should set a strong tone in this message. Also, be very clear about your intentions regarding their email addresses. Follow the below-mentioned conditions while composing the welcome email.

  • Specify your name in the ‘From’ address.
  • Make sure your subject line is relevant, concise, and not misleading.
  • Tell them the benefits of receiving your messages concisely.
  • Do not ever try to sell anything to the recipient in your Welcome Mail. The only intent of this email is to gain prospects permission. You can sell to them later in your future emails.
  • Include an opt-out link in your welcome email. It allows the subscribers to come out of your list if they want to.
  • Include your contact detail along with the postal address to be Can-Spam Complaint.
  • Provide an optimal amount of time for the prospects to opt-out by keeping this message live for a minimum of 10 days.
  • Put all opt-outs to your Can-Spam file so that you can suppress it against future mailings.

Wrapping Up

Despite several benefits, some organizations or marketers rarely run e-append on their list. This negligence results in the higher possibility of data going out-of-date. Marketers need to be more vigilant in this area. They must pick the right vendors to update their email database regularly. We would recommend every venture to run e-appending services to add missing email addresses and stay well-informed throughout.


Author: Robert Duke
Robert Duke is a Marketing Manager at Blue Mail Media. With over 10 years of experience across B2B Marketing, Lead Generation, and brand marketing, Duke has helped several SMBs and large-scale organizations to elevate their marketing strategies.

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Samuel Joseph, Sales Head