A Direct Marketing Agency - Helping Brands Acquire and Retain Customers

If you have a customer (or prospect) database of postal names and addresses, you can use this information to add new names to your e-mail file.

There are a number of data sources, such as Experian, who will take your postal names (those names that you don't have an e-mail address for) and append e-mail address information to these records. This will typically result in a 15-20% match of postal addresses with new e-mail addresses.

For example: If you have 50,000 customers without e-mail addresses and can achieve a 20% match, you will add 10,000 new e-mail addresses to your customer file.

Once this is accomplished, you can then contact them with an introductory message requesting their permission to receive e-mail from you. The intro e-mail should work hard to leverage the existing relationship, support the brand and easily allow them to unsubscribe if that is their preference. Using an opt-out technique (asking them to unsubscribe) will allow you to continue to mail far more of these names since it requires action on their part to remove themselves.

These are customers who already know you and buy from you. Capitalize on this and the fact that if you can communicate with them via one more channel, they will become, on average, three times more valuable as a customer.