Email appending is a rapidly emerging space that will only become further crowded with options. It's important to consider your end goal as you look to select the optimal provider.
Off the bat, it is crucially important to know who you're working with and what kind of results you can expect from them.
As detailed in this lengthy discussion from ListK's blog, I wanted to address one of the most important considerations: the process by which emails are collected.
Your best bet is to work with an append vendor that utilizes the best in technology to freshly append emails using domain and topography algorithms. If you work with a vendor that matches records to an existing database, make sure you ask from where the data originated and if they are a reputable source from the United States. There are many offshore providers that are less than scrupulous.
As you notice when you first arrive on this blog, I want to keep an active record of the best-in-class appending services per vertical. It's not worth compromising the quality when high bounce rates can be the devil. The ROI will ensure that the money spent is paying dividends.
Sunday, April 17, 2011
Tuesday, April 12, 2011
Email Appending Match Rates: What Can I Consider or Expect?
Considering the profound impact that email appending can have on, it's amazing how much of the businesses world has yet to grasp the power. When evaluating vendors, it's crucial to determine which one is the most reputable with the highest match-rate for the industry that you are targeting.
As Peg Kuman described at Digital Marketing News last spring, match rates are crucial to understand, but they involve a number of factors:
One of the most often asked questions in the client-data vendor dialogue is: “what is a typical match rate on a given data append effort?” However, answering this question is like answering the age-old question about “average” response rates. We all know there are too many variables in price, product, promotion and offer to give an answer that is anything more than educated guesswork.
Consumer and household appends tend to have the lowest match rates that typically range from 10% to 45%. On the flipside, B2B appends can be the most fruitful as they tend to have the best conversions (upwards of 70% sometimes).
Hopefully you'll use the chart in the blog header to help guide your decisions based on the type of append you could use. Good luck!
As Peg Kuman described at Digital Marketing News last spring, match rates are crucial to understand, but they involve a number of factors:
One of the most often asked questions in the client-data vendor dialogue is: “what is a typical match rate on a given data append effort?” However, answering this question is like answering the age-old question about “average” response rates. We all know there are too many variables in price, product, promotion and offer to give an answer that is anything more than educated guesswork.
Consumer and household appends tend to have the lowest match rates that typically range from 10% to 45%. On the flipside, B2B appends can be the most fruitful as they tend to have the best conversions (upwards of 70% sometimes).
Hopefully you'll use the chart in the blog header to help guide your decisions based on the type of append you could use. Good luck!
Thursday, April 7, 2011
How To Leverage Your Internal Email Database
With the challenges companies are facing in the current economic climate, email appending – adding email to your existing customer or prospect database – is a smart, costeffective way to turbo charge your marketing efforts.
Email Appending is the process of adding email to an existing marketing list of prospects or customers. Typically, it is done by matching a master database that includes email addresses to the customer file or by a technology where algorithms are used to match contact record domains (websites) and build, verify and append fresh email addresses.
It is a rapidly growing industry that can have enormous benefits (such as expanding your reach and lowering your cost per contact), and we'll cover those & more in the near future.
Email Appending is the process of adding email to an existing marketing list of prospects or customers. Typically, it is done by matching a master database that includes email addresses to the customer file or by a technology where algorithms are used to match contact record domains (websites) and build, verify and append fresh email addresses.
It is a rapidly growing industry that can have enormous benefits (such as expanding your reach and lowering your cost per contact), and we'll cover those & more in the near future.
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