Email appending is a process in which a list of emails is merged with an existing database of customers’ name and address only. The list of emails is from a third party (and not the email marketer himself). The email marketer gets this list and appends it to his own database of only names and addresses, to add an additional means of contact to his customers. In the process of email appending, the email list is mixed and matched with the database and the email addresses are added to the matching customers’ details.
Email Appending Contains A Link
Well, as you might have guessed, these customers have not permitted the email marketer to send them email marketing messages, though the email marketer has their older details (name and address) in his data base. So now, this kind of an act results in opt-out email list conception and will eventually result in spamming.
Email appending represents the mentality of an outdated, previous era of marketing where permission was not important and the reason for this is, there were no means of seeking the customers’ permission before invading their privacy. For example, one could not take permission before sending someone direct print marketing stuff. But times have changed and now, when you have the means and methods to ask for someone’s permission. When it is possible, it is substantial to get the permission.
There are also some people with the notion that relevance is more important as opposed to permission. The major difference between permission and relevance is that permission helps to put your proposal forward and relevance makes it sell. So both of them are important at their own instances and you cannot work without either of them.
There are ways by which these “appended” lists are tried to be converted to opt-in lists. When the email is sent, it contains a link to either opt-in or opt-out from further email communications. The recipients have to opt-out from a email marketing campaign that they had never opted-in for! And about those who do not opt-out and still are least bothered or interested in these emails, the sender is happily believing that they are his “opt-in” subscribers!