Don’t pull back too much or you’ll regret it

By Steven Lett

By all means, start an e-mail append program, and run it at least twice a year. Approximately 25 percent of consumers change their e-mail addresses every year. Update these “bad” addresses, and add e-mail addresses where they’re missing to your zero- to 24-month buyers and catalog requestors with a regular, ongoing e-mail append program. I’m seeing match rates of 20 percent or higher.