E-mail appending, in which a data provider supplies you with the e-mail addresses of customers for whom you already have postal addresses and other information, can obviously boost the size of your e-mail house file and make it easier for you to retain and reactivate these buyers going forward. But many marketers shy away from appending, for fear of being accused of spamming and of alienating customers who had refrained from providing their e-mail addresses in the first place.
Some marketers even fear that appending will put them in violation of Can-Spam legislation. That
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