What is Reverse Email Appending?
Reverse Email Appending Services is when an opted-in, consenting, and, where necessary, GDPR compliant email address is used to return all other data that may be tied to it. For example, postal addresses, interests, phone numbers, and more.
In the past, the term ‘email append’ would make many email marketers cringe. They would stop listening as soon as the words registered in their brain and politely (or not so politely) dismiss the person who uttered them.
But appending data to your email list with reverse email append is about much more than email. There’s so much data that you can add to your existing list of email addresses. Today data append isn’t about adding new people to your list, it’s about learning more about, and staying current with, the people who are already on your list.
Why? Because the more you know about your audience, the better you can serve them, retain them, and sell deeper into your existing customer and prospect bases.
Bad data can undermine all of your email marketing efforts if you don’t keep up with it. According to Ringlead, “Every year 25-30% of data becomes inaccurate leading to less effective sales and marketing campaigns, and 30% of organizations currently have no strategy to update inaccurate or incomplete records.” Data changes over time, and you must stay up to date to run successful marketing campaigns.
Here are three benefits that a reverse email append can provide to your email or digital marketing program.
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1. Increase Understanding of Customer and Prospect Needs
The added intelligence that a data append brings will help you develop a deeper understanding of your current customers and build stronger relationships. For example, you’re a marketer for a retail store selling lawnmowers, tree trimmers, and weed whackers. Your target audience wouldn’t include people who live in a high rise in Manhattan.
Reverse email append can help you avoid spending marketing dollars on people with no need for your products. You’ll know where your customers are located by appending address, city, state, and zip code to improve your segmentation and personalization efforts and enable you to create relevant communication with your most valuable customers.
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2. Send More Relevant Content
A data append can give you a competitive advantage by helping you deliver more relevant content to your target audience. For example, you probably wouldn’t want to market a large SUV with three rows of seating to a 22-year old single woman who currently drives a two-seater convertible.
If your customer’s data contains a full name, email, or phone number, Webbula can append any combination of demographic, automotive, financial, Attributive, or interest data.
With a better understanding of your prospects and customers, you’ll be able to improve the relevance of your offers and make each email you send more likely to be acted on.
3. Improve Segmentation
You’ll improve your segmentation efforts, and save money, as you’ll be able to send messages more tailored to the individuals on your list. Your emails will go to the people who are most interested in buying your products or services.
Data continually evolves as people make life-changing decisions. If someone recently moved across the country and traded their surfing gear for snowboarding gear, would you have that information in your database? If you don’t append that new information, you could end up marketing surfing essentials when they’re ensconced in the mountains of Maine for the summer.
To ensure you’re following your prospects’ and customers’ journey, take a name, email, or phone number, and using data append, you can find other information, like location, and interests, which will aid you in your marketing efforts.
Choose a highly qualified and reputable reverse email append service.
When looking to hire a data appending service provider, you should ensure that you choose highly qualified and reputable service providers. Give us a call, and compare us to other email appends services!
Author
Jenna DePofi, Content Marketing Manager
