Anchor Computer Announces Improved Phone Append Match Rates

To respond to the dynamic changes in the Phone marketplace, Anchor can now Append both Consumer and Business telephone numbers in one pass. This provides better match rates with lower processing fees.

(PRWEB) May 20, 2009 -- Anchor Computer, Inc., a leading provider of data and data processing services is pleased to introduce a new Consumer/Business Combination Phone Append and Verify service. This is an exciting new addition to its ever expanding Phone Data Services.

"Phone append clients by adding consumer phone append to their business phone append jobs are achieving up to a 37% lift in match rates and consumer phone append clients by adding business phone append are achieving up to a 20% lift in match rates", stated Nancy Atwood, Vice President, E.Commerce Services.

"We are excited about being able to offer our clients Consumer and Business Phone Append and Verification processing in one pass, and most importantly with blazing fast turnaround times". She continued, "Our comprehensive suite of Phone Appending, Verification and Reverse Phone Appending products all with customized intelligent matching (CIM) are designed to meet all of our clients phone data needs".

Anchor provides a complete array of Data Processing, Database Marketing Services and Software to the direct marketing industry. For more information on all of our services, please visit www.AnchorComputer.com, call 1-800-452-2357 or email us at E @ AnchorComputer.com.

To Append or Not to Append?

I called Julie at Fuel Interactive when I read her post to congratulate her for offering this positive approach to email append. When I spoke with her she gave the reason she provides this service to her clients, "Because, it works!".

By Julie Dural on April 27, 2009 4:37 PM

Many email marketers tend to shudder at the words “data append”. The idea of dumping hundreds or thousands of unknown email addresses into a list that you worked so hard to compile ‘legitimately’ can be terrifying.   If that’s the case, where do the benefits lie? Are they worth the risk of numerous Spam complaints, bounces and unsubscribes against your reputation? If done properly, the answer for the client or your company is yes.

As a person outside or new to the email marketing industry, it’s important to know exactly what a data append is. Many in the industry feel it is a “black hat” way of doing email marketing, but many also swear by it to get a multitude of names on your list quickly. An example of a data append goes like this: 

I fill out a form when I stay at a hotel with my first and last name, address, city, state, zip etc, but I leave out my email address. A data append service goes through the guest history and finds all names that are not listed with an email address. They then do a mass search to find their email address based on their name and address and send a custom “opt-in” form to this collection of email addresses.  

From there, the append service takes those that did not bounce or unsubscribe from the append and delivers the results. It’s easy, it’s legitimate and it does eventually get more business. However, there are additional steps that may seem tedious but are extremely beneficial to the overall health of your email database. I’ve learned to do at least one more “cleansing” of the list before adding it in with your regular database. 

In our most recent data append, we originally received over 50,000 addresses. Before mixing these names with our regular database, I sent out a regular email offer to this appended list. Unlike the original email that was sent, which was simply an opt-in message (ie. “We would like to extend our offers to you in the future”), we now offered them an actual resort special.  By the time the unsubscribes and bounces were filtered out the second time, we brought our numbers down to 47,000 names. 

The Ultimate Test – Does the Append Bring Return?

When I added the appended names in with our regular database, I put them under the segment called “append” so I could track how well it performed compared to the existing database.   The results came back strong for the appended list. The percentage of bounces and unsubscribes were the same as compared to the regular database, and the clicks and open rates fell at about average for the travel industry.

Results were as follows:

2/23/2009
	Appended List	%	Regular Database	%
Bounces	84	0.6	231	0.6
Unsubscribes	31	0.2	58	0.1
Total Opened	1833		7942
Unique Opened	1244	8.5	4922	13
Total Clicked	467		2222
Unique Clicked	327	2.2	1457	3.8

 

It’s important once again to note that while a data append can be beneficial to your client or company, remember to use caution before simply dumping the names into your database. A few tips for appending:

Label the appended names under their own segment and keep an eye on their performance.

If the appended list is very large, add in names a few at a time as you send emails.  This way, you don’t run the risk of being blacklisted if there are a lot of bounces and unsubscribes that result from the initial send.

Be sure to choose the right data append company. Do some research and don’t just choose a service based on price. Remember, your reputation is at stake.

Focus on selling the person on your email list with your opt-in message. Let them know that you have the best intentions to satisfy their needs as a consumer and make it clear that you appreciate their business in the past.

Email Segmentation for Higher ROI - Website Magazine

I'll admit it. The reason I'm linking to the Segmentation blog is because it is one of the most productive data append service Anchor Computer provides. Forgive me for being so self serving.

Email Segmentation for Higher ROI - Website Magazine

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Start Segmenting Your Email List Today

Internet Retailer Survey Report: E-mail Marketing

55.2% of retailers segment their e-mail marketing lists, but 44.8% do not.

“That is an alarming number. Combine that with the number of marketers increasing their e-mail volume and that’s a problem,” says Chad White, director of retail insights at the Email Experience Council, the Direct Marketing Association’s organization for e-mail marketers. “As volume in general goes up, retailers have to segment more to be more relevant and bring volume down.”

Consumers are becoming more sophisticated about e-mail—their expectations are rising in terms of relevancy and their tolerance of high volumes of e-mail is shrinking, White says. “Consumers are raising the bar,” he adds, “and segmentation is a key tactic retailers can use to keep their volume in check while also delivering really targeted messages likely to convert.”

To help reduce e-mail volume and target customers with more relevant messages, retailers need not carve out numerous segments to be successful, experts say. Some very basic segmentation can do the trick.

Check out the success King Arthur Flour had....

Sending personalized e-mails to customers based on their past purchase behavior cooks up higher sales at online retailer King Arthur Flour.
To read the full article please visit: http://www.internetretailer.com/dailyNews.asp?id=30590

Anchor has recently added an industry leading database for comprehensive appending of customer behavioral data. This along with proprietary demographic data will help reveal what type of customers make up your most and least profitable segments. Along with everything in between.

Stephanie Miller from Email Insider put it this way...Email marketers do have an arsenal of ammunition at the ready -- it's sitting in our data. Beyond the typical open, click, bounce/delivered and unsubscribe metrics, start to take a look at other data sources. The real power of this data is not at the campaign level, but at the subscriber level. This is the only way to move from batch and blast to a lifecycle email marketing approach -- and earn the highest revenue from the channel.

E-Append Offers Permission-Based Consumer Email List

In an effort to support the growing need for accurate email data E-Append.com has added a high-quality, permission-based consumer email list to its wide-range of resources for email and multi-channel direct marketing solutions.

A recent survey of direct marketers concluded that one of the top five challenges with email marketing was a lack of good customer data.

E-Append.com offers guaranteed accurate and deliverable consumer email addresses providing access to responsive consumers through the use of a current database of over 9.1 million US consumer emails. Customize or model your list with a comprehensive group of demographic and lifestyle selects.

Always in compliance with strict industry standards and best practices, the high quality of E-Append.com email list is maintained through constant updates and verification of email addresses, naming conventions and domains.

Leveraging its relationship with parent company, Anchor Computer Inc., E-Append.com provides email and multi-channel services including data appending and hygiene, database services and email broadcast execution and analysis.

About Anchor Computer Inc.

Anchor Computer Inc. through E-Append.com provides consumer and business mail and email lists, consumer and business email appending and consumer and business phone verification and appending. Anchor Computer also offers real-time lead verification through LeadVerifier.com.