E-mail Appending: Pros, Cons and Action Tips

It establishes and maintains frequent contact with customers who already know your brand—possibly giving you additional multichannel buyers. These customers are worth their weight in gold, says Brady, because of their tendency to purchase more than those who use only one channel.

You can denote a specific number of names to work with, rather than contact your entire housefile at once, says Jackie Gallogly, marketing technology officer for Inbox Interactive, an e-mail marketing agency.