Email marketing is still very important as far as marketing strategies go. Social media, to be fair, has replaced some of the content traditionally left to email advertising. However, email is still alive and well, and email appending is quite useful for company marketing strategies.
What is email appending? Email appending is the process of matching the information of a company’s customers with their email addresses from another database. Email appending services find separate databases with information (such as name, address, and phone number) corresponding with the information a company has in order to find an email. If the sets of data match, a company that did not have an email address from their customers now has it.
Appending is a common marketing strategy, and not just for email. Phone lead lists, residential address lists, and other kinds of information are acquired using this method. For email, however, it is a particularly effective strategy. Practically everyone nowadays has at least one email address (if not several). Email is one of the best ways to spread marketing information, and the results show.
Emails acquired from appending target the specific interests of the customer. A health and fitness store, for example, can use appending to send email messages to its customers who are naturally interested in health and fitness. As such, “relevant” emails generate 18 times more revenue than “random” or broadcast emails. Moreover, personalized emails boost click-through rates by 14% and conversion rates by 10%.
Having a concrete, active marketing strategy by using appending and other techniques is incredibly important in building a loyal customer base, which in turn is important in generating more revenue. Increasing your loyalty base by just 5% leads to an increase in the average profit per customer by 25% to 100%! Email marketing and other kinds of marketing can help your company with that end.