The process of merging a customers database that lacks e-mail addresses/telephoe
numbers/fax numbers/mailing address with List Galaxy’s Master
database s in an attempt to match the missing information is called
Appending. A typical Appending scenario involves a business that has
name, address and telephone data on its customers to do business through
mail or over the telephone, but the company wants to expand into e-mail
communication and pays a Vendor that has a database of e-mail addresses
in order to merge the data together. Add email as an additional means
of contact to the latter database.
Email appending has become a hot topic for many
direct marketers during the past year. Trends such as plunging conversion
rates on prospect email campaigns, increasing postal rates, and
continuing adoption of email and the Internet by consumers are encouraging
the use of email as a significant component of the direct marketer's
customer communication mix. Email append offers marketers an opportunity
to extend the success of their current email marketing campaigns
to their offline customers
