A misconception marketers need to clear is that email appending refers to obtaining new lists. If you do not have a business connection or relationship with the recipient, it is most likely your emails will be considered as spam. A legitimate ESP (email service provider) provides appending services to those clients who possess a customer list they wish to update.
Myth 2: An email appended list is less superior to in-house lists
In fact it has been observed that lists that have been appended result in increased open rates and revenue in comparison with in-house lists! The reason behind this phenomenon is that in-house lists can get accustomed to receiving messages, therefore reducing attention and engagement levels. However, reconnecting with customers who you have not contacted for a while will instill fresh interest.
Myth 3: Email appended lists already have opt-in and opt-out permissions
Providing an ‘opt-out’ option alone does not mean it is ethical, an ‘opt-in’ option needs to be provided in order to gain permission. The ICO (Information Commissionaires Office) recommends that using data for third party use (such as appending) should have an “active ‘opt in’ consent, not ‘opt out’ implied consent.”
While there may be claims and suspicions about email appending, there is nothing wrong with updating a list of your customers; those that you have a relationship with and have agreed to receive communication from you.
Know What You Need To Do by Knowing What You Shouldn’t Do
1. You should not send mails to appended lists that are included in in-house suppression files.
2. You should not send Mobile Service Commercial Messages (MSCMs) to wireless devices of recipients who have not explicitly expressed interest or authorization to receive such communication.
You should however include notices providing a choice for subscribers to continue communication.
While the best way to obtain a list that contains subscribers who read your messages is to encourage them to opt-in, however ethical email appending does get you a list that will help in increasing response and engagement. Get to know how
Psst: - “Before you start pointing fingers, make sure your hands are clean!” – Bob Marley
That's great point you covered in this post. thanks for sharing. Email appending service will establish an online and offline relationship with customers and generate a good ROI.
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