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The match rate for e-appending - adding email addresses to name and postal address databases - is low. This is why some firms are trying multiple e-appending.
It's a simple concept. You take your name and address database of, say, one million names, to e-append supplier number one. They append 100,000 email address, so you take the remaining 900,000 names and addresses to supplier two and see how many more they can append.
Julia Brown, an account manager at Acxiom, which offers an e-append service, says she is not surprised this happens. "Match rates are still...