Behind E-Mail Append’s Resurgence

In this easy process, you provide customer names and addresses to your selected appending service. The service will typically identify e-mail addresses for 25 percent to 35 percent of consumer files. Match rates will be much less for B-to-B.

A “permission pass” e-mail containing the chance to opt-out is sent to those names. You’ll likely experience an opt-out rate of about 2 percent. After the campaign, you’ll want to flag the opt-outs in your database. Then you can begin sending regular e-mails to the balance of the e-mail addresses.