(List mgmt) Email appending
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The email marketing world seems divided on the value of appending email addresses (adding an email address to your list by matching it with existing customer data like name and address).
The costs of paying an appending service to find those names for you from their opt-in lists are often attractive given the plausible benefits of a bigger house list afterwards, as explained in this article by Anurag Ahuja.
But there are still permission and quality issues. Such that some experts are more circumspect about appends. Like Melinda Krueger and Jeanne Jennings.
It perhaps boils down to your fundamental philosophy.
If it's the short- and medium-term numbers that drive your marketing endeavors, then you'll probably want to explore appending further.
If you see a need to tread very carefully with email marketing, holding list acquisition efforts to the very highest permission standards so as to preserve the medium for the long-term, then you probably won't.
The costs of paying an appending service to find those names for you from their opt-in lists are often attractive given the plausible benefits of a bigger house list afterwards, as explained in this article by Anurag Ahuja.
But there are still permission and quality issues. Such that some experts are more circumspect about appends. Like Melinda Krueger and Jeanne Jennings.
It perhaps boils down to your fundamental philosophy.
If it's the short- and medium-term numbers that drive your marketing endeavors, then you'll probably want to explore appending further.
If you see a need to tread very carefully with email marketing, holding list acquisition efforts to the very highest permission standards so as to preserve the medium for the long-term, then you probably won't.
Permalink | March 08, 2006 |
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