Debunking the eMail Appending myth: what every business owner needs to know.

Email appending also know as eMail Matching (this term was coined by Cactus Sky) is a service designed to help companies build their customer email database, so they can take advantage of the benefits of email marketing.

Email marketing is the most powerful form of marketing available today, over 78% of online shoppers have purchased through permission-based emails and 59% of email recipients have bought in a retail store as a result of a merchant email.

eMail appending (eMail Matching) is very simple. Your customer database of names and addresses is cross referenced with a database that contains names, addresses and email addresses; if there is a match you are then provided the email address of your customer.

Unfortunately, all email appending services are not the same, as you can quickly note by the wide range of prices available in the market place. Quality of the list is the most important aspect you need to consider when selecting a provider. Many people have "multiple" email addresses, so it's important that the company you choose matches the email with the email address your customer uses to open and read their emails.

Unfortunately, low cost providers tend to append a physical address with an email address that was assigned by the internet service provider without verifying that this is an email address that your customer uses. Most consumers DO NOT the ISP assigned email address, so you’re paying for an inactive email address.

Your goal must be to obtain active email addresses for as many of your customers as you can, and spending a few cents more per active email will easily pay for itself.

Key Questions to ask potential email append providers.