A Direct Marketing Agency - Helping Brands Acquire and Retain Customers

Appending your customer file with an outside e-mail list (this service is provided by a qualified list service vendor) is a proven solution to achieving list growth, giving marketers the ability to add e-mail addresses to their customers' mailing/postal records. This acquisition technique typically has an average net match rate of 7%-14% with existing accounts.

Sending an introductory e-mail message to these new e-mail contacts will help re-establish a relationship with customers that may not be active on your list. At the very least, it provides a means of reaching these customers through an additional channel. Reaching them via two channels (e.g. e-mail and postal mail) has been proven to increase their value by up to 20% (the more channels you engage your customer, the more valuable they become).

Information present in the introductory e-mail should leverage the existing relationship, highlight the benefits of doing business with your company, set expectations on future content and e-mail frequency, and provide an option to unsubscribe from future e-mails. The goal of an introductory e-mail message is to simply request the customers' permission to continue to receive (opt-in) e-mails from your company; and, it will also help filter out customers that do not wish to receive e-mails.