6 Ways Consumer Email Append Drives B2C Growth

Gaining a new customer demonstrates that your efforts are yielding results and provides a tangible sense of validation. However, sustainable growth isn’t only about acquiring new customers. The people who’ve already signed up or bought from you could be the reason behind your next significant success. 

The challenge is, reconnecting with them isn’t always easy. They may have changed their email addresses or moved to new providers. Data reveals that email databases degrade by 22.5% on a yearly basis. That means even your most loyal buyers can vanish from your campaigns without a trace. 

Consumer email append fixes this. It lets you add verified email addresses to your existing records and re-engage with your customers. 

This article explores 6 ways email append helps you reactivate dormant customer relationships and recover revenue that’s already within reach.  

What Is Consumer Email Append?

Consumer email append is a process of adding verified email addresses to your existing records to fill gaps in your database. You might have thousands of loyal customers whose names, addresses, or phone numbers are stored in your system. 

However, many of them never provided an email, or the one on file is outdated. Without this information, you cannot reach out with email campaigns, newsletters, or personalized offers (essentially everything that drives business growth). Email append solves this issue. 

How Consumer Email Append Works 

You provide a data provider with identifiers from your customer records. This may include your customers’ names, postal addresses, or phone numbers. 

Next, the provider matches the identifiers against a massive, verified email database, sometimes containing billions of consumer email addresses, to find the correct emails. Once matched, your customer profiles become more complete, and you can now reach out to them with your campaigns.  

How Email Append Helps B2C Businesses Connect, Convert, and Grow

When it comes to B2C growth, having a list of names and addresses isn’t enough. You need a way to reach your customers directly and nurture relationships, which eventually allows you to guide them toward a purchase. Below, we share how you can utilize email append as a tool to maximize your campaigns. 

Way #1: Recover Lost Customer Reach 

Consumer email addresses naturally go stale as they switch providers or create new inboxes to manage spam. Without up-to-date emails, you simply can’t reach a large portion of the audience you already have. 

This matters because around 59% of consumers’ purchasing decisions are shaped by marketing emails. Additionally, email marketing gives a 2.8% conversion rate for B2C business owners. But outdated or missing emails cripple that potential, and B2C email append helps you reclaim that lost opportunity. 

Let’s say you have 200,000 customer records, and only 140,000 of those include email addresses. Email appending lets you match a significant portion of the remaining 60,000 using names and shipping addresses. 

Even if only half of these records could be verified, that’s 30,000 new contacts added to your marketing reach (customers who were previously unreachable).  

Way #2: Enable Omnichannel Marketing 

Research shows that around 73% of customers utilize multiple channels during shopping. They interact across emails, social media, mobile apps, in-store experiences, and more. 

However, incomplete email data limits your ability to create a seamless omnichannel experience. Website shoppers who create accounts or subscribe to emails receive updates, but app users who checked out using a phone number only receive in-app notifications (no follow-ups if they uninstall the app or stop opening it). 

But B2C email append allows you to bridge that gap. You can target customers on platforms like Facebook or Instagram based on their purchase history or engagement patterns. 

It also lets you connect online and offline interactions. For example, if a customer buys in-store but their email is missing, appending it lets you include them in digital campaigns, personalized recommendations, and much more. 

Way #3: Improve Email Campaign Performance

Average bounce rates across healthy email programs hover around 2%, according to HubSpot’s industry analysis. Anything higher than that indicates a problem that could be tied to outdated or invalid contacts. Higher bounce rates can also hurt your sender reputation with inbox providers. As such, your carefully written messages risk ending up in spam.

However, after using email append, your bounce rates can drop noticeably. More emails land in inboxes, which leads to higher open rates and stronger click-through performance. 

Beyond that, performance improves through relevance. When you have verified emails tied to accurate customer profiles, you can segment campaigns by purchase history or product category. 

As such, instead of sending one generic promotion, you can send tailored offers, which can drive higher engagement from people who recognize your brand.

Here’s how email append may affect your email performance. 

Way #4: Acquire Customers Through Email Marketing

B2C brands often spend heavily on paid channels, even though email is by far the cheapest acquisition channel. It delivers exceptional ROI with businesses earning around $36 for every $1 spent. The problem is, many potential customers (website visitors, partners’ leads, in-store buyers, even attendees) don’t have email addresses on file. 

So, brands can’t use email to acquire or nurture them. As a result, acquisition costs stay higher than they need to be, and margins tend to shrink. 

Email append flips that by adding email addresses to these prospect and partial-data audiences. This allows you to use email alongside paid media. The goal isn’t to replace paid acquisition, of course, but to make it more efficient. 

When you reach prospects through email at a fraction of the cost, you can easily lower blended CAC (Customer Acquisition Cost) and stretch your budget further. Besides, you get more value from the same traffic and leads you already have. 

Way #5: Increase Customer Lifetime Value

The more often customers hear from you in meaningful ways, the more likely they are to return and buy again. You can, in fact, expect repeat customers to spend around 67% more compared to your new customers. However, you can’t increase lifetime value if you can’t reliably reach them after their first interaction.  

Unfortunately, B2C brands often lose touch with customers after an initial purchase because email addresses were never captured or have gone outdated. 

This means follow-ups like cross-sell recommendations or replenishment reminders never happen, and customers who could’ve become repeat buyers drop off. 

Fortunately, email append creates an ongoing communication loop that extends far beyond the first sale. It enables: 

• Repeat purchase reminders and reactivation campaigns
• Personalized recommendations based on purchase history
• Loyalty and rewards communication
• Subscription renewals account updates

Way #6: Reduce Email List Decay 

Even customers who once engaged and converted can become unreachable over time. This results in a smaller, less responsive list and a higher marketing risk. Email append helps you counteract this decay by repairing gaps in your customer database. 

For a brand sending 12 monthly campaigns to its 100,000-contact list, roughly 168,000 opens might occur annually at a 20% open rate before email append, and 228,000 opens once the list is updated.

Assuming a 2% conversion rate and a $100 average transaction, this translates into an increase from $336,000 to $456,000 in revenue, a $120,000 boost, at an annual append cost of only $8,000, giving a strong ROI. 

By reducing list decay, you can protect your most valuable marketing asset and make sure campaigns consistently reach the customers who matter most. 

Consumer Email Append Use Cases By Industry

Regardless of your industry, you can use email append to complement your marketing efforts. 

• Ecommerce/Retail. You can recover emails of past buyers who purchased in-store or used guest checkout. This lets you send them abandoned cart follow-ups, loyalty campaigns, personalized promotions, and more. 
• Consumer Electronics. Capture emails for customers registering warranties without providing email addresses, enabling accessory recommendations and cross-sell campaigns. 
• Travel. You can recover emails from past guests who booked via phone or third-party platforms to send them booking reminders or loyalty offers. 
• Fitness & Wellness. Add emails for in-studio or class attendees who didn’t provide one. You can then share membership renewal, class updates, or personalized offers via email. 
• Restaurants/ Food & Beverage. Append emails from catering or event customers who didn’t provide contact information, allowing promotions or repeat order campaigns. 

Drive Sustainable B2C Growth With Consumer Email Append

Marketing budgets are finite, but the potential in your customer data often goes unnoticed. Each incomplete record or outdated contact is a missed insight (and missed revenue). Consumer email append changes that by fixing your connection with people who already know and trust your brand. 

At The Data Group, we make that practical for you. Our service is designed to give you measurable results. We achieve up to 90% match accuracy, meaning most of your unreachable customers are returned with verified emails. 

Besides, security is built in at every step to protect your customer information. Not to mention, we offer a free data test so you can see the value firsthand before committing. 

Reach out today and see the difference a complete, verified email list can make!