E-mail Appending: Pros, Cons and Action Tips

On the other side, appending’s enthusiasts point to the low rates of opt-outs from recipients (the commonly cited figure is less than 2 percent of all appended names) as evidence that customers don’t mind having their e-mail addresses appended. Ben Isaacson, executive director for the Association for Interactive Marketing (AIM), a trade organization that helps marketers leverage interactive opportunities, believes that most append providers have taken a strong ethical stance on consumer permission. To ensure this, AIM will release a set of appending guidelines in May that cover areas such as source of names, delivery of message and definition of appending terms (see “For More Info”).