Email Append – The Good. The Bad. And the Ugly.
Because of the prevalence of multi-channel marketing, email append has become a widely used method for companies to build their in-house email database with permission-based addresses. It’s one of the most useful tools to get up and running. But it’s a service that is mired in controversy. And rightfully so.
The CAN-SPAM Act, a law that sets the rules for commercial email messages, gives recipients the right to put a stop to any incoming emails that are unasked for or undesired. This law insists that companies sending email make it easy for recipients to clearly understand how to opt out of receiving future emails.
Some in the industry say that appending is simply not an acceptable email marketing practice. That it is not permission-based and is not compliant with CAN-SPAM regulations. What is important to understand is that to use appended email address properly you must ensure that every recipient has, in fact, given their permission to receive emails and retains the right to opt out at any time.
DOTS Email AppendSM is great example of a modern email appending tool and an excellent way to build on an existing contact list. For example, a retail catalog company may decide to use email marketing, a method that is relatively inexpensive compared to direct mail. They already have their customers’ postal addresses and DOTS Email Append uses that list to append email addresses to their existing address data. It is now this company’s responsibility to send newly identified email recipients its own message, asking if they have permission to continue to communicate via email. Our DOTS Email Append requires all customers to take this or similar actions, thereby complying with CAN-SPAM.
Even with an extensive list of customer names and addresses, the catalog company in our example had no way to mine those for email marketing. With DOTS Email Append, they are able to do just that. Now after creating a permission-based email list, they can move forward and use this email list to help increase the effectiveness of all marketing and communications programs.
The bottom line? Used with CAN-SPAM compliance, email append is a great tool to give companies additional opportunity to skyrocket revenue and keep in closer touch with prospects and customers.
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