Email Address Acquisition LandscapeModerator: Kara TrivunovicMohammed Ahmed, Senior Manager of Deliverability Services, BlueHornetRachael Parrott, VP of Sales, FiveDataJay Jhun, VP of Strategy, BrightWave Marketing

Introduction

Jay JhunVP of Strategic Services BrightWave Marketing

Rachael ParrotVice President of SalesFive Data

Mohammed AhmedSenior Manager, Deliverability ServicesBlueHornet

Email Acquisition

• What is email acquisition?• What are the best practices of collecting data?

Email Acquisition

Here are some of the different ways to collect data:

• Paper and Pen aka POS• Web forms• FTAF/viral campaigns• Content marketing• Co-reg• List rental/purchase• Social sites• SMS/text• Mobile apps• Search• Web pop ups

Key Concepts to Building your Email Database

Be a 4th Quarter Superhero!

The Basics

• Acquisition email marketing provides the greatest ROI of any acquisition effort currently available.

• Know your ideal target audience based on your current data.

• Know what your average annual volume of a subscriber is; everyone’s (product lines, etc.) is different.

Targeting

• Use your current data to target appropriately• Gone are the days of spray and pray• Over targeting IS possible

Brick Vs. Brick

• Unique and compelling offers are critical to campaign success

$1,000 $1,000

Your Offer

• Create an offer that is optimized for online and mobile viewing

• It is the list provider’s job to get your message inboxed

• It is the advertiser’s job to inspire action

5 WAYS TO WIN WITH

‘HORMONE-FREE’ ACQUISITION

Jay Jhun, VP of Strategic Services@emailrocks

Home page form – front & center#1

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Active vs. Inactive Subscribers

Open RateUnique Click-Thru

Rate Action Rate

0%

10%

20%

30%

40%

50%

60%

BroadcastSegmented

132%

244%48%

#5

Acquisition Takeaways

ORGANIC• Valuate your email

program & invest accordingly

• Honor permission and preferences

• Take full advantage of your owned media

LIST RENTAL• Utilize a third party list• Have a compelling offer