3 dangers of email append. Do they really exist?

In the technological environment we are living in today, majority of the companies and businesses want to use e-mail more effectively. Marketers are aware of the fact that almost everybody these days has an e-mail account which is used on regular basis. Infact, email is the best medium to communicate with customers and decision makers. Its not just fast but is a reliable medium to connect with customers and decision makers.

There are always two sides of a coin. At one hand Email marketing is the most cost-effective and fast method to get in touch with decision makers and on the other hand comes in various difficulties of tackling issues like incorrect email address, missing email IDs, list maintenance, attrition, unsubscribes and complaints etc. All these issues have now become main challenges to marketers trying to maintain program efficacy.

What made email Append so popular?

Most of the organizations had inaccurate or incomplete database of their customers or decision makers. This is the point when email append came in limelight. Email append was the only solution for such organizations to avail missing and accurate email addresses.

Danger #1. Email marketing & Email Append is a traditional approach:

It is indeed an old and traditional approach. Before the advent of social media and online marketing techniques, Email marketing was the most successful and effective way of communicating with customers. But now when social media & social networking is on rise, why use bogus marketing approach.

In the initial days of Email marketing, taking permission was irrelevant, email lists, personal data & information was sold, rented and purchased. All this was done without any concern for the recipients' wishes. Hence, it all contributed to downfall of email marketing, eventually affecting email append.

Why we think it doesn’t exist?

Email marketing has a total new approach these days. The recipients' wish is the utmost priority. The companies who are in email append business follow opt-in and opt-out techniques. Giving full authority to the recipient to make a choice whether they want to receive any promotional emails or not. Plus they have an option to exist email lists as and when they feel like. And there are plenty of organizations who believe and have proved that email marketing is still the best way to communicate with key decision makers. And Email append can never go out of focus.


Danger #2. Email append vendors provide non-permission, partially sanitized list.

In order to compile a list of email addresses, an Email append vendor need a huge list and then they perform permission based appending. The list must contain people who have knowingly provided their information including name, address, email IDs etc. and have also agreed to receive third-party emails and promotions.

Why we think it doesn’t exist?

An established email vendor can not compromise its reputations like this. All the sophisticated companies that are in email appending business strictly perform permission based email append process. They have programs and algorithms to handle spam traps, complainants, and bad data. The final lists contains people who have really agreed to receive promotional emails.


Danger #3 Email Append has a negative impact on your marketing campaign.

Majority of the times, it ruins your marketing campaign. An email append process that goes wrong leaves disastrous impact on your marketing campaign and hamper your senderscore too. A bad senderscore can land your emails in receiver’s junk or spam folder.

Why we think it doesn’t exist?
That can happen with other techniques and approaches as well. Your marketing campaigns can get hit not just by email append but other approaches too, if you do not implement them properly. The best way is to segment appended email addresses and send them though separate IP addresses. This way it can not damage your reputation. Initially you will have to closely monitor 7 fix problems quickly.

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