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Is it time to give up ’email append’ yet?

  • by
  • 3 minutes read
  • Jan 01, 2024

Giving up “email append” can be a worthwhile New Year’s resolution for individuals and businesses. Email append refers to the practice of adding or appending email addresses to existing contact databases or customer lists based on other available information, such as names, phone numbers, or physical addresses. While it may seem like a convenient way to expand an email list, there are several reasons why abandoning this practice can be beneficial:

Permission and Consent:

Email append often involves obtaining email addresses without explicit consent from the individuals being added to the list. This can lead to unsolicited emails and potential violations of anti-spam regulations. By giving up email append, you commit to building your email list organically and ensuring that subscribers have willingly opted in to receive your communications, fostering a more engaged and receptive audience.

Relevance and Targeting:

Appending email addresses may result in inaccuracies or outdated information, leading to messages being sent to the wrong recipients. This can harm your email marketing efforts by reducing engagement rates and damaging your sender reputation. By focusing on obtaining opt-ins directly from individuals, you can ensure that your messages reach the right audience, improving relevance and targeting.

Deliverability and Reputation:

Sending emails to appended addresses carries a higher risk of encountering spam traps, bounce rates, and spam complaints. These factors can negatively impact your email deliverability and sender reputation, causing your messages to be filtered into spam folders or blocked entirely. By abandoning email append, you prioritize maintaining a clean and engaged email list, leading to better deliverability and a stronger sender reputation.

Subscriber Experience:

Appending email addresses can result in recipients receiving emails they did not expect or did not willingly sign up for. This can lead to frustration, annoyance, and a negative subscriber experience. By focusing on voluntary opt-ins, you prioritize delivering relevant and desired content to your subscribers, enhancing their experience and building stronger relationships.

Data Privacy and Compliance:

Data privacy regulations, such as the GDPR and CCPA, emphasize the importance of obtaining explicit consent for the use of personal information, including email addresses. By giving up email append, you align your practices with these regulations, promoting transparency, respecting individuals’ privacy rights, and reducing potential legal and reputational risks.

Engagement and Conversion:

Organic email list growth, based on genuine opt-ins, tends to result in higher engagement rates and better conversion metrics. When subscribers have willingly provided their email addresses and expressed interest in your content, they are more likely to open your emails, click on links, and take desired actions. By focusing on quality over quantity, you can optimize your email marketing efforts and achieve better results.

By making the resolution to give up email append, you commit to building an organic, engaged, and compliant email list. This approach fosters better deliverability, improves targeting and relevance, enhances the subscriber experience, and ultimately leads to more effective email marketing campaigns.

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