Data Append Mishap

I am a fan of quality steak and well run email data appends.  In this example the high end steakhouse, Fleming's, is batting.500.  They serve some of the best steaks in the world and unfortunately had a misstep in a recent data append.

I have been a Fleming's email subscriber for some time. I diligently open each email looking for the next delicious deal. Recently I received an email from Fleming's with the subject line: Email Communications from Fleming's. Interesting, I thought.  When I opened the email I instantly recognized this as an email append message.  I was being auto opted in to receive emails from Fleming's even though I was already an active subscriber. Oops...

This screen shot shows the append email, and past emails I have received.  As you can see I regularly receive their emails.

How did this happen?  My guess is that they ran a data append, acquired my email address from some database, but neglected to exclude already subscribed email addresses from their final list.  They not only emailed subscribers but paid someone for this match!  Double ouch.

For those who do not know an email data append is typically ran like this:  You take non-email address customer data (name, address etc.) and run this against a database looking to match an email address.  Once you acquire an email address you send an email notifying the person that you are opting them into your email list because you have a past relationship with them. This newly acquired subscriber must be given the option to opt out in the append email.

One positive, however, is that the email append creative Fleming’s used is really sharp.  They explained why I was receiving the email, provided ample ways to opt-out, and also told me more about who they are and what they offer their customers