For or Against Email Append Services?

Email append services are frowned upon by some marketers, but there is no denying the usefulness of a well done email append. The practice of email append services is endorsed by the Direct Marketing Association (DMA) as long as it follows the following guidelines. First, there must be an established relationship with the named consumer, either online or offline. Secondly, the data used in the email append service must be from a source that provided notice and choice regarding the acceptance of receiving third party email offer and the named consumer did not opt out. When using email append services the email addresses must never be harvested, guessed, or manufactured and although, not required, a welcome email should be sent.

Detractors of email append services aren’t swayed by the DMA’s endorsement. They argue that a consumer that completed an online survey and provided consent for third party email offers, didn’t realize that their email could be sold and used for emails append services.

Supporters of email append services disagree and say that consent is consent, period. Whichever side of the email append service debate you chose to side with study up on the views of both sides.