Questions to ask your email append provider.

When considering an email append provider, make sure you understand the source and permission level of the data, the manner and level in which the data is matched, the expected performance results and the consumer privacy implications.
1.
 How have you built your email append database?

Records in the Equifax Email Append database are compiled from only the highest quality sources. Our database is built from registrations that come from:
• Opt-in Websites
During the registration process, subscribers' voluntarily input their personal information, and have access to view a privacy policy stating that their information could be shared with third parties only when that marketer has a “customer relationship” with the individual. You can view one such privacy policy at http://www.naviant.com/web_privacy.html. You will notice a paragraph in this privacy policy; we speak specifically about when a subscribers email address can be shared with a third party.

"Naviant values your e-privacy. Our subscribers' email addresses will not be shared with any third party except (i) where such third party has demonstrated to Naviant that the subscriber is a customer of such third party and not just a prospect."
•
 Online and Offline Survey Data
Naviant conducts surveys to opt-in subscribers to learn more about their interests, and to confirm their mailing addresses to update our records. This survey data enhances our ability to deliver targeted email campaigns, and to update the address information in our Email Append Database.

We have also compiled information from offline surveys that were mailed to millions of consumers every month. This information is one of the core sources of offline information, and has questions that related to Internet usage.
•
 Online and Offline Product Registrations
Naviant is one of the leaders in eRegistration services. Many companies utilize this platform to complete the online product registration that is common with many products. During the registration process, online and offline data is requested, and proper permission is obtained to determine how the registrant's information can be used.

Equifax is a leading provider of offline product registration services. Through compilation of information provided by consumers, this source provides greater depth of the profile of online consumers in our eMail Append database.

As a combined company, we currently manage the product registration for over 12,200 products. These range from high-tech products; such as, computers, printers, scanners and software, to household goods like blenders and toasters.

The data in our Email Append Database is self-reported information. A subscriber had to voluntarily disclose their information. This is a responsive audience. Since these are people who have specifically requested to receive emails from third parties, and our experience shows that they are responsive to these offers, it only makes sense that they would respond to offers that come from CLIENT…you’ve already established a relationship with these individuals…now you can build an online relationship with them.

2.

What is the size of your database (unique email addresses) and how often is it updated?
Our file contains approximately 75 million unique email addresses. Using our Extended Address Verification and linking technology, these email addresses are associated with over 200 million current and previous postal addresses.

As people move, it can be easy to lose touch with your customers. We maintain current address information for all records in our Email Append Database. Our database has up to 5 years of residential address history. Utilizing our Extended Address Verification, we can still match a record that has an outdated postal address. This means that if you have an old address for one of your customers, we will still be able to match that outdated address and give you their current email address.

Our file is rebuilt every six weeks. During the file rebuild, new unique records are added, all postal addresses are updated, and undeliverable email addresses are removed from the file.
3.

Do you pass our file through multiple vendors to achieve a higher match rate?
All eMail Append processing is performed in a secure data center. All processing is managed in house - we do not outsource or utilize the services of any append partners to process our clients’ data. This allows us to control the quality of the product we deliver to our customers, and more importantly, protects the security of your customer database.
4.

Describe your matching process?
Our matching process will first attempt to match your record at the individual level, utilizing the full name and address from your customer database. If a match is found, the email address is appended, along with an “I” flag to indicate the Individual Level Match.

If a match is not found using the full name, then we attempt to match using the surname and address from your customer database. If a match is found, the email address is appended, along with an “H” flag to denote a household level match.
5.

What are your estimated match rates?
Equifax Email AppendTM:
For a consumer based file, where you have your customers' residential mailing address, our average match rate on this type of file will range up to 15% - 30%.
 
For records where you have a business mailing address, the match rate will range up to 5% - 15%.

Equifax Reverse Email AppendTM:
For records where you have an email address  and would like a corresponding name and postal address, our average match rates will range up to 20%- 30%.  
6.

How do you verify the deliverability of the email address?
In order to confirm deliverability of the email address appended to your file, our process includes the broadcast of an initial “welcome email”. This email is a message to your customers introducing them to online communications, and tells them what type of information they can expect to receive via email. This message also contains a section that affords your customers the ability to remove themselves from your Online Customer Database.

After the completion of the online introductions, you will receive both a valid matched file, and a separate file containing customers that wished to be removed.
7.

How am I billed?
You are only charged for the valid emails of customers that do NOT request to be removed from your Online Customer Database.
8.

What are the consumer privacy implications?
The Equifax Email Append is performed in accordance with the DMA’s Commercial Solicitations Online Guidelines, and follows AIM’s eMail Append Best Practices.
9.

Can Equifax append more information to my customer file?
Yes. In addition to email address, Equifax can append more than 700 data elements to your customer file. Check out the Equifax Advantage to learn more about these additional enhancements.