From my boss, Chip House, published in the March 2009 issue of Visibility: The Magazine for Online Marketing Strategies. In the article, "5 Ways to Kill Your Email Deliverability," Chip has this to say about opt-out email append:"The database companies of the world who make money by buying and selling your information will tell you that email appending is a good idea and that “everybody does it.” My advice to you is: don’t do it. If you are not familiar with the term, email appending is where a database company appends an email address by making a match on the postal address. Since most companies have a legacy file of customer postal addresses that is much larger than their email file (often 10 – 100x larger) this allows these companies to have a quick fix to grow their list of email addresses. As you know, if it seems too good to be true it probably is."
Click here to read the rest of it. It's very much all good advice.
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