Email appending

Email appending, also known as e-appending, is a marketing practice that involves taking known customer data (first name, last name, and postal address) and matching it against a vendor's database to obtain email addresses. The purpose is to grow one's email subscriber list with the intent of sending customers information via email instead of through traditional mail. Email appending is a controversial practice in the email marketing world, with critics claiming that sending email to people who never explicitly opted-in is against best practices. Others contend that if done right, email appending is a great tool for marketers to provide relevant/missed content and offers to their already existing customers.