Email Appending and ECOA Match Rates

A recent study on Email Appending and ECOA Match Rates was recently released by FreshAddress, Inc. Here are some of their findings:

• Average email append match rate for commercial clients was 15.1% with a range from 9.5% to 24.3%
• The average email append match rate for nonprofits was 10.3%, with a range from 5.5% to 15.4%
• The average ECOA update rate for bounced lists for both commercial clients and nonprofits was 10.2%. with a range from 5.7% to 24.2%

After doing some research and talking to people in the email industry there seems to be a gray area about email appending. One valid point was that if your customer has not given you their email address previously then maybe they do not consider the email channel the best way for you to communicate with them. I have seen that those customer who had their email addresses appending have low click through rates (CTR) in newsletters. You may consider this service if you are starting your email marketing endeavor to grow your list initially.

eINFO - a collection of articles and studies concerning email marketing.