Having customer data such as names, phone numbers and
mailing addresses is great – unless you are looking to run a targeted email
campaign. It’s not uncommon for companies to have large numbers of customer
contacts that don’t have email addresses attached to them. This means that you
don’t have the ability to reach out to these potential hot leads through email
marketing – one of the most effective ways of grabbing new business.
One way to address this is through email appending. This is
a method where a company like eTargetMedia matches their existing
database of more than 150 million email addresses with your database of
contacts that don’t have email addresses. By matching partial information from
the email records with your records, you are able to harvest a large number of
email addresses to use for potential email marketing campaigns.
The success rate you have with your email appending depends
on the quality of your existing list and the company you use. eTargetMedia is
able to match emails to customer records at a rate of between 15 to 35 percent
because we use a multi-pass process with multiple vendors. This means that
records are matched in a shorter amount of time and with a greater success
rate.
Once you collect and match email addresses using email
appending, it’s important that you treat these contacts correctly. Keep in mind
that these people did not necessarily agree to be contacted by email with you.
It’s a good idea to operate on an opt-in method and reach out to the contacts
and ask for their permission to receive emails before you begin to send them
any email marketing materials.
Article From: etargetmedia.tumblr.com
