E-mail Appending: Pros, Cons and Action Tips

Challenges

Appending does have limitations, some more benign than others.

It relegates you to using your housefile instead of a general prospecting file.

E-mail addresses found through appending may not be the current or primary e-mail addresses of your customers, says Isaacson.

The buying patterns of appended addressees may not match those of pure, permission-based prospects. “When [a business] appends an e-mail address, it is their customer, but that customer may not step right up and start buying,” says Gadbut. “It’s a process. You have to build an online relationship.”