Marketers have been tasked with delivering more for their money year over year, while making sure their budgets are optimized through the many advertising channels that are at their disposal. Savvy marketers can adapt to this challenge by leveraging information that is both readily available to them, and already proven responsive by appending email addresses to their customer file. A successful email append program does more than simply reach people via multiple channels – it allows marketers to cultivate their customers into more active, engaged responders and buyers. Email append will provide a way to drive up the lifetime value of your customers.
This case study discusses:
  • Email append concepts
  • A deep dive into one marketer's use of email append
  • How to use email append to win back customers
Dan Babb
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