Parable Group has announced that its Email Append service has located more than 250,000 customer email addresses and reactivated inactive customers for participating stores. Additionally, reactivated shoppers spent three times the participating stores' investment to find the email addresses.

"It's much easier and more profitable to reactivate an old, 'lost' customer, than to acquire a new one," said Parable Business Intelligence Manager Erik Ernstrom. "We have learned that finding these customers for stores and bringing them back home through Email Append is an extremely successful and cost-effective strategy. The Email Append service pays for itself."

Launched in 2008 and open to all Christian stores, the service adds email addresses to stores' lists by matching email addresses for existing postal address files. Parable then sends an opt-out email to all emails matched with Email Append, while double checking the emails' veracity and ensuring recipients' permission. Matched emails are then provided to the store, and retailers only pay for deliverable addresses.

"Approximately 20% of a store's mailing list will return with matching email addresses," said Parable Lead Business Analyst Kyla Falkenhagen. "So a physical mailing list with 5,000 names could instantly add 1,000 email addresses."

Parable founder and CEO Steve Potratz added: "Email is an effective way to expand communications to your less active customers and to begin to see monetary value from them once again. As a store owner, it is critical to your success to get the word out about your products through various marketing channels, and to let your customer decide where and how they wish to respond. If the rising cost of printing and sending direct mail doesn't allow you to dig deep into your customer file, then sending emails is a great way to re-engage these customers."

For more information, visit www.parablegroup.com.

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