Behind E-Mail Append’s Resurgence

E-mail appending has been around for several years. But it’s seeing a big resurgence in use. I’ve recently received e-mails from catalogers, publishers and major marketers asking for permission to send me e-mail. And it makes sense this is happening.

Catalogers who use a combination of direct mail and e-mail can gain greater sales than either channel generates alone. Below is an example of an appending permission e-mail I recently received. The subject line was: “A Special Invitation from Draper’s and Damon’s.” It’s short, focused, visually appealing and includes an easy opt-out link. The one thing I’d do to improve this e-mail’s impact is include a special offer with a promo code to capture attention, stimulate interaction and immediately generate sales.