E-mail Appends: The Good, the Bad and the Realistic
Done correctly, this once-maligned strategy can be a real boon to your list health.
3. I’m afraid I’ll anger my donors!
An e-mail append that gives your donors the chance to say no (opt out) to hearing from you via e-mail shows your donors that you respect their preferences.
Complaint rates for e-mail appends often are as low as half of 1 percent. Ask your vendor if it uses the Direct Marketing Association’s Email Preference Service list. What’s more, if you work with a vendor that has an aggressive suppression file, taking out those people who have hit the spam button or complained on e-mail appends for other clients just might whittle your list down to your friendliest donors.
- People:
- Catherine Algeri
- Q. Do
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