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