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Email Append

CPG/Grocery Chain

1.6

appended records outperformed CRM records

Issue

Over half of the CRM email database did not have an associated email.

Goal

Append emails to increase their email marketing communication footprint and measure results.

Solution

V12 appended emails and developed an email deployment program that mirrored their CRM cadence and creatives.

Results

The V12 email appended records out performed their CRM emails by 1.6 times – based upon revenue. The assumption is that the increase in dollars spent, by the email appended records, was based upon the notation that these individuals have not been exposed to electronic offers historically and thus the email was well received.

Major Retailer

9.4%

increase to CRM email database

Issue

CMO was tasked with the initiative of increasing their ecommerce footprint enterprise wide. (The focus is on an ecommerce strategy not a communication strategy to the new emails only.)

Goal

42% of their CRM database did not have an associated email. The goal was to append as many records as possible with the allowable use case to market to all addressable markets.

Solution

V12 appended emails using the 42% of the database that contained postal addresses and produced a 22.3% match rate.

Results

The V12 appended emails provided a 9.4% overall increase to the CRM email database.

Telecom

100%

emails that were verified as either active or dormant

24.7

dormant emails appended with new email addresses

Issue

Old emails and lacking emails on their customer database and lapsed customer file.

Goal

Hygiene the emails and append new emails where possible.  Looking to verify 100% of the data and append emails to 20 to 40% of the records. (Important to note: Emails are mostly used for linking accounts, verification (web services), and status emails.)

Solution

V12 ran the entire file through hygiene processes and append an email to records deemed not valid.

Results

100% of the email data was verified as either active or dormant. Of the dormant emails, 24.7% were appended with a new V12 email address. The accuracy of the data has been proven, thus this program has been set up for monthly hygiene and is under contract.

National Retail Chain

2.1

times appended records outperformed CRM emails

0.5%

opt-out rate after 5 deployments

Issue

Lacking emails on a portion of their 10 million record CRM database.

Goal

Append as many emails as possible and condition them for email marketing programs. Have the appended emails ready for the 2017 Holiday Season.

Solution

V12 performed the append and matched 26.7%. Strategized, developed and executed an email append “warming” program to introduce emails into the inbox and minimize opt outs. Measure ROI.

Results

After 5 email deployments, the opt out rate was under .5% allowing the majority of emails to be merged into the CRM database and used for the holiday mailings. The V12 appended records out performed CRM emails by 2.1 times.