Avoid Email Appending

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

email appending

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Email appending represents the mentality of an outdated, previous era of marketing where permission was not important and the reason for this is, there were no means of seeking the customers’ permission before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!

How Customers Feedback Can Help You Grow Exponentially

The feedback you get from your recipients turns out to be valuable information that can help you improve customer satisfaction by reducing their complaints. Reporting spam is a great use of feedback.

feedback

Services called Feedback Loops are available, for which you as a marketer should be signed up, to keep track of all the customer feedback that is important to you. Feedback Loops function in this way: They allow your recipients to report spam through their email service provider, and then bring it to you- the email sender.

It happens that your delivery rate is too low in spite of your campaign being completely spam free. These deliverability problems account for the reputation of the email sender, which is turn improved by Feedback Loops. This is done by deleting the uninterested subscribers from your list and eventually reducing your complaint rate.

Feedback Loops for Successful Deliverability

  • Keep an account of your complaint rate, that is, the number of messages that were successfully delivered to the inbox Vs those delivered to the spam folder.
  • Try to judge why the subscribers are complaining, based on your complaint rates and take necessary steps to minimize those complaints in future.
  • Consider using the complaint rates and other valuable information from the feedback loops, in your content testing plans for your email marketing campaign.
  • You should indicate the subscribers who were removed by feedback loops in a proper way, in order to avoid confusing them with other bounce backs or unsubscriptions.
  • Use bulk email marketing services which offer you options to remove the feedback loop complainants automatically from your list.bulk email marketing

Further, Feedback Loops offer different kinds of conveniences to the subscribers. They allow them to change their email reception preferences like email frequency, type (according to relevance), etc. Thus they reduce complaint rates considerably by organising explicit permission based bulk email marketing. When subscribers have a choice of receiving their relevant content at their preferred frequency,the complaint rate is bound to reduce and this helps Bulk Email Marketing in the long run.