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Responsible Appending
- 2. 36 CRAFTS STREET NEWTON, MA 02458 617.965.4500 │ www.freshaddress.com Presenter: Russ Travers Product Manager rtravers@freshaddress.com Presenter: Keith Reinhardt Marketing Manager kreinhardt@freshaddress.com
- 3. Housekeeping Notes • Control panel on right – “Grab Tab” • hide panes or change view – Audio • choose speaker or phone – Questions • ask questions any time • may be shared with group • You are automatically muted
- 4. About FreshAddress • Email Database Services Company • Founded in 1999 • Helps companies clean, maintain, and grow their email lists
- 5. AGENDA 1. Appending 101 2. The Dangers of a Bad Append 3. How to Select a Vendor 4. Helpful Tips
- 7. What is Email Appending? Email appending, also known as e-appending, is a marketing practice that involves taking known customer data and matching it against a vendor's database to obtain email addresses Name Address Email Joe Smith 15 Shire Street, New York, NY 10024 ??? Sarah Watson 643 Main Street, Palm Springs, FL 33406 ??? Ken Chapman 514 Broadway St., Los Angeles, CA 90079 ??? Austin Jordan 13 Green St., Salem, NH 03079 ???
- 8. The Benefits of Email Appending Fast Repeatable Environmentally Sound Your Competitors are Doing it! Loyalty & Win Back Increase audience & ROI
- 9. To Append or Not to Append? • Are you already asking everywhere for email addresses? • Do you have name, company, and postal addresses? • Have you established an ROI in the email channel? • Is your list in the tens or hundreds of thousands?
- 10. To Append or Not to Append? How much is a customer email address worth to your company? • Healthcare: $10,000 • Recruiting: $3,000 • Automotive: $2,000 • Nonprofit: $500 • Telecom: $500 • Retail: $200 • Marketing Agency: $100 How can you afford not to spend $.50 or less to acquire a 100% guaranteed deliverable email address for your customers?
- 11. How much do you know about your customers?
- 12. The Process
- 13. A Welcome Email is sent to your customers to confirm deliverability and ensure their permission. Your existing customer postal database is sent in for processing. Your file is matched against vendor’s database. Make sure it is 100% opt-in! The enhanced file is sent back to you. The email addresses that you receive are those that were successfully delivered. Suppressions are run.
- 14. B2B Email Append Matching Process – Knowledgebase of corporate email patterns – Examples: • Firstname.LastName@monster.com • FirstInitialLastName@freshaddress.com – Caution: based on previously observed patterns only • No “dictionary” attacks or random guessing • No role accounts (ex. sales@, info@, etc.) Corporate Domain Pattern Matching
- 15. The Dangers
- 16. Who Offers Email Appending?
- 17. Who Offers Email Appending?
- 18. Choose Wisely & Don’t Get Burned! REMEMBER! • Stop to consider the real cost, beyond the price tag • If it’s cheap or near-free, your data is the product!
- 19. Sad Stories
- 20. ANATOMY OF A BAD APPEND: A typical Story • A marketer compares email appending vendors and goes with the cheapest option. • The append vendor provides the marketer with low-quality data. It hasn’t been properly matched, cleansed or confirmed.
- 21. ANATOMY OF A BAD APPEND: A typical Story • The marketer messages their appended email addresses and the spam complaints pile up. They hit a few spam traps and their ESP becomes furious. • The marketer gets blacklisted and has their emails blocked for weeks, even months.
- 22. ANATOMY OF A BAD APPEND: A typical Story • The company loses lots of money. • Someone (usually the marketer) gets disciplined or fired. • Internal policies change, and appending is forever forbidden.
- 23. ANATOMY OF A BAD APPEND: Sad Stories Over 19,000 invalid email accounts 97 email addresses with simple and obvious syntax errors. More than 100 email addresses on the DMA’s do not email list 11 confirmed and 17 likely spamtrap addresses 23 duplicate addresses
- 24. ANATOMY OF A BAD APPEND: Another Sad Story Over 7,000 invalid email addresses More than 1,000 confirmed spamtraps >100 frequent complainers or “squealers” >150 role accounts & 35 bogus addresses Addresses with double .coms, multiple typos, etc.
- 25. How to Select a Vendor
- 26. Assemble a Checklist First and foremost… Vendor must pass the Sniff Test Walk away from any company that seems fishy!
- 27. VENDOR SELECTION CRITERIA 1. Refuses to append prospect lists. 2. Matches against 100% opted-in data 3. Runs all matches through a proven email validation and hygiene solution.
- 28. VENDOR SELECTION CRITERIA 4. Sends Opt-in confirmation messaging through their own sending infrastructure. 5. Provides preferred addresses. 6. Has a 100% deliverability guarantee. 7. Has a stellar reputation!
- 29. Helpful Tips
- 30. Scrutinize your Results! Name Company Corporate Address Email Joe Smith Merry Maids 15 Shire Street, New York, NY 10024 info@merrymaids.com Sarah Watson Prism Design 643 Main Street, Palm Springs, FL 33406 tomjones@ prismdesign.com Ken Chapman KC Catering 514 Broadway St., Los Angeles, CA 90079 hotgirl29@aol.com Austin Jordan TechnoSquad 13 Green St., Salem, NH 03079 webmaster@tsquad.net
- 31. Be Realistic & Rebuild the Relationship • Rebuild the relationship • Create a separate workflow • Re-introduce your company • Authentication procedures
- 32. Run Quarterly • Re-match unmatched records on a quarterly basis • Can double the results over the first year
- 34. Appending with FreshAddress 34 FRESHADDRESS COMPETITORS Proprietary Opt-In Database Multi-source matching SafeToSend® Technology Dedicated Project Managers Audited, ISO 27000 compliant
- 36. CLIENT SUCCESS STORY: American National Red Cross The Challenge: • Poor donor turnout for appointments scheduled by telephone • Lacked email addresses for millions of donors • Donors that schedule online are 2X more likely to show up The Solution: • Added 1,000,000 donor email addresses to its database • Tripled digital sign-ups • Improved donor retention
- 37. CLIENT SUCCESS STORY: Partnership with Native Americans The Challenge: • Building constituent database since 1990 but lacked email addresses for half of all donors & members The Solution: • Reconnected with >450,000 constituents and members; • Generated an ROI of almost 4,000% • Appended emails have generated >$2mm in value and >28% of the client’s online revenue since 2006.
- 38. Questions? rtravers@freshaddress.com kreinhardt@freshaddress.com Learn More Visit www.freshaddress.com Read our blog Subscribe to our monthly newsletter Follow @freshaddress
- 39. TUNE IN TO OUR NEXT WEBINAR!