E-mail Appending: Pros, Cons and Action Tips

Brady advises catalogers to keep the message brief and personalize it as much as possible. Most experts also recommend making this first communication an opt-out letter that doesn’t actually sell anything. Save your offers for follow-up e-mails.

Despite its controversy, appending proponents insist that, if carried out responsibly, appending ultimately can bring catalogers the same benefits as direct mail.