E-mail Appending: Pros, Cons and Action Tips

Action Tips

If you’ve decided that appending is right for your catalog and your customers, the following action tips can help you succeed.

1. Append only to names from your housefile. Even Brady, an appending enthusiast, is quick to point this out. “The only way I can justify appending is if there’s an existing customer relationship,” she says. This eliminates not only rented prospects, but also consumers with whom you have no established relationship, such as people who’ve asked to get your catalog, but haven’t yet ordered from it.