Email Append – The Success Behind Delivered Email Campaigns
Have you wondered if it is possible to clean your email list and get addresses for direct mail campaigns? You can, with email append. I mean, how many emails do you send and receive each day? Latest estimates say there are close to 350 billion emails in circulation each and every day. How many are yours? How many emails end up in the spam folder? Annoying right?
According to Statista, almost 90 billion of the daily emails in circulation are junk. That’s about 30%. Add to that email addresses that have expired, and that’s a lot of unnecessary emails.
On top of that, you have email clients like Gmail and Outlook putting legit emails in the junk folder. That’s no bueno. It has to make you wonder how many of your marketing campaigns end up in spam. Right?
Numbers aside, email is an essential part of your omnichannel marketing. The foundation of any successful email campaign is the deliverability of your email address list.
Success Begins with a Strong Foundation – And Correct Email Addresses
Sure your website pop-ups work, but are they collecting junk email addresses?
How many legitimate signups to your email list are plagued with outdated email addresses, typos, or junk addresses assigned by iOS? You need to reach the right person all the time, every time. How can you do that? By cleaning out those bad records – ideally, on a monthly basis.
Before even conceptualizing your next email campaign, hone in on the deliverability of your email list. Everyone has a “large” email list, but if it’s populated with bots, it has no value. You want emails delivered – successfully. A clean email list, with as few junk addresses as possible, is a sustainable email list. A clean email list is an efficient email list.
“You invest so much time into crafting the perfect message for your audience, why not spend the time looking at your biggest asset itself: your list.” Andrews Wharton
What is Email Append?
Email Append is a process where email addresses in a customer’s database are verified, added, and/or updated to ensure the deliverability of an email list. This is usually done by comparing your existing customer data with a database of email addresses. Why does this matter? With privacy issues, multiple email addresses, and the great resignation (dead email addresses) your email database that’s only 6 months old is already ancient.
If a match is found between the existing customer data and the email database, the email address is added to the customer profile. The goal is to collect a large, but relevant, number of email addresses to run a more effective campaign – because that campaign is actually delivered.
What is a Reverse Email Append?
Have you ever received a bill from your insurance company right after you moved and wondered how they knew your new address? That insurance company is using the NCOALink® (National Change of Address) Product from the United States Postal Service – likely with a reputable company like ours.
When you pair direct mail with your other marketing campaigns (a winning strategy, by the way), email append matches your customer’s name and address with an email address. Reverse email append does this in the other order - it connects an email address to other customer information you may have.
“Direct mail boasts better response rates, greater visibility, and more creative opportunities than online efforts, so it should be a key component of any marketing campaign.” Design Distributors
Both email append processes enable you to segment your customers and resolve the identities of those who provided incomplete information, or who may have moved or changed email addresses.
With just one field of data, we can successfully complete your email and/or postal address records. Reverse email append fills in valuable missing information to ensure your message is successfully delivered.
How Does Email Append Work?
What’s the best way to measure the success of your marketing campaigns? Right: that they deliver a conversion. Email append enhances the accuracy and completeness of your email marketing database, which improves the conversion rate of your marketing campaigns.
Email append is another way of saying, success delivered!
Step 1: Let’s say you have a database of customers. The data contains information like names, telephone numbers, and addresses -- anything relevant to your marketing campaign.
Step 2: This data is checked and cleaned. Any duplication or errors are removed.
Step 3: Now the data is matched against our consumer email address database. Did we say we have over 300 million, permission-based, compliant email addresses – updated every month?
Step 4: Now that an email address has been matched to the customer’s other data, the process of personalized marketing offers can begin.
Tip: The better the information available in the database, the sooner you have a more accurate list.
“Personalization remains critical to achieving customer loyalty and increasing customer lifetime value. Personalization is the key to perfect customer communication.” Andrews Wharton
What are the Benefits of Email Appends?
Email retains the highest ROI versus other marketing channels, but you want to make sure you’re delivering to an active, accurate audience. Email append helps.
Optimal Outreach – links all customer touchpoints together
Increasing Engagement -- connects to the actual mailbox your customer is using
Enriching Profiles -- connects your contacts with offline and intent data
Omnichannel Targeting -- expands your insights online or offline
Re-Activation of Buyers -- reconnects you with former customers
Fight Junk Email Addresses -- a big list is great, but if it’s full of junk addresses, it won’t do your conversion rate any good.
Is Email Append Data Protection Compliant?
Yes.
You can successfully connect with your customers or prospects at their most recent deliverable online address using our Append services. These are, of course, delivered in full regulatory compliance.
Over 500 Million Unique Records
CAN-SPAM Compliant
100% Opted-In for Third-Party Use
Launch Your Next Campaign with AWI’s Email Append
With demanding audience and data-driven project requirements, Andrews Wharton is a proven direct-response solutions provider. We have a long-standing reputation for solving the toughest marketing challenges.
Success. Delivered.
