Email append is one of the most misunderstood marketing functions. Critics say it never works, and vendors often promise too much. The truth is somewhere in the middle.

Simply put, appending is the practice of matching offline addresses to a customer’s online email address. Why bother? Because email is the most efficient way of communicating with clients, as very study shows. But you need their email addresses to do it.

That said, here are a couple of caveats about the appending process:

First, beware of vendors that promise extravagant match rates but are vague on the source and the age of the data. They can cost you money.

Second, make sure that you follow best practices. Introduce online communication to the affected customers with a branded email message. Give them the chance to opt out.

One thing’s for sure: The remaining addresses will be profitable.

Are you looking for a reliable email append service? Call ePostDirect. Our database, which has 27 million business records, is derived from multiple sources, and each record includes an up-to-date name, physical address and e-mail address.

And don’t forget that append works both ways. Do you need a postal address for a customer for whom you have an email address? We simply reverse the process. This is a must if you’re pursuing a multi-channel marketing strategy.