Quick Tip: Use Append Services to Make Your Customer File Multichannel

Multi-channel marketing works only if you can reach customers in multiple channels. One potential pitfall in multi-channel marketing is the inability to reach customers in every channel. The way around that is data appending. You simply match your house file against a multi-channel B2B database, and append what you need, whether email addresses, postal addresses or telephone numbers. As with profiling, you can get high match rates by using the right database.

Takeaway Tips: Business email appends should be performed quarterly through a reputable vendor. Your supplier should provide business domains, not consumer ISPs, and every address must be deliverable.