Optimizing Your Email Marketing is Critical
Establishing yourself as a digital marketing powerhouse takes time, effort, and a lot of navigating confusion about the ever-changing best practices and new strategies. While some naysayers will tell you year after year that email marketing is dead, the relevance of including email campaigns as a cornerstone in your digital marketing efforts is still high, and new ways to optimize those campaigns are developing all the time. These new strategies include Email Appending among them – let’s take a look at what email appending is and how it can help your business succeed.
The Definition of Email Appending:
In its simplest form, email appending is the process of taking customer information and checking it against a record in order to obtain their email address. This strategy can be a delicate one, as you cannot use such a strategy to obtain an email address for a non-customer of yours. For customers, however, you can utilize what data you have already collected in order to gain another way by which to connect with a consumer.
Reverse Appending:
The action of reverse appending does the opposite of what email appending does. In the case of reverse appending, you take an email address for a customer which you already have and compare it against the data from a third-party database in order to garner data which was previously unknown to you. This data can include, but is not limited to their name, postal address, age, marital status, and more.
What appending does for you:
When you gain access to a more complete customer record by way of this third-party database, you can update your data adequately. This allows you to better understand that customer and what they may want from your business. The process of appending a consumer’s email allows you to create a real person out of a set of data.
As your business grows and your campaigning efforts grow additionally refined, the data which you utilize to best reach customers becomes increasingly critical. Having as much data on each customer as possible allows you to make more personalized experiences for each individual customer.
Responsible appending strategies:
As alluded to above, there are rules and regulations about how you can append data on a consumer. Just as with standard email-gathering practices, customers must opt-in to receiving messages from your business; even if you gathered their email address legitimately by way of appending, no one wants to receive an email from a business from which they never agreed to receive contact.
These regulations serve not only as legal protection for consumer data, but also to protect you from disenfranchising your clientele or potential customers. While amassing data is critical to your business’s success, remember to treat your customers as you would hope to be treated by a company.
Looking to begin an email appending or reverse appending process? Let’s chat! M1-Data and Analytics has all the resources that you need in order to put existing customer data to work for your business. To learn more about our experts and services, contact us today!
