| |
Email append is the process of merging a database of customer information where the email addresses are missing for the customers, with a service provider's database of email addresses in an attempt to match the email addresses with the information in the initial database. An email appending process scenario involves a business that has name, address and telephone data on its customers to do business through mail or over the telephone. But if the company wants to expand into email communication, then they can involve a service provider that has a database of email addresses in order to merge the data together. In this way they can have an updated database with the current email address of the customers. The match rate can be dependent on two main factors. The first factor that determines the match rate is the nature of the database provided by the company. Typically consumer data files provide higher append match rates. The target audience can also play a role in the match success. The second factor that plays a large role in the successful match rate is the number of domains or total records in the service provider’s database. Naturally the larger the database the more opportunities there will be for a successful match. Having said that, here are the averages one can typically expect.
- Consumer File: 25-45%
- Business-to-Business File: 35-85%
Reasons to append your customer file with email addresses:
- Complement your direct mail, telemarketing or other marketing media with online communications to reinforce your brand.
- Build a Solid Multi-Channel Strategy.
- Make another connection with your customers using Email Append
- Retain Your Customers
- Offer your customers the convenience and immediacy of online communications & transactions.
- Retain your customers by keeping your brand top-of-mind through consistent, relevant and interactive email communications!
- Your current off-line customers represent some of your most promising online prospects.
- Email Append can help you identify your customers who may prefer buying online!
- Provide a new channel of communications with your customers
- Expand your marketing options
- Support your direct mail initiatives (email in conjunction with direct mail has proven to increase overall response rates)
- Appeal to customer communication preferences
- Cost effectively notify customers of an expiring offer
- Save postage and increase receivables
- Solicit customers to migrate from paper billing to accept online billing
- Test new offers quickly before rolling out
|
|
