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Page 1: LCMC: Email address acquisition
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Email Address Acquisition LandscapeModerator: Kara TrivunovicMohammed Ahmed, Senior Manager of Deliverability Services, BlueHornetRachael Parrott, VP of Sales, FiveDataJay Jhun, VP of Strategy, BrightWave Marketing

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Introduction

Jay JhunVP of Strategic Services BrightWave Marketing

Rachael ParrotVice President of SalesFive Data

Mohammed AhmedSenior Manager, Deliverability ServicesBlueHornet

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Email Acquisition

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

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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

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Key Concepts to Building your Email Database

Be a 4th Quarter Superhero!

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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.

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Targeting

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

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Brick Vs. Brick

• Unique and compelling offers are critical to campaign success

$1,000 $1,000

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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

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5 WAYS TO WIN WITH

‘HORMONE-FREE’ ACQUISITION

Jay Jhun, VP of Strategic Services@emailrocks

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Home page form – front & center#1

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#2

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#3

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#4

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#4

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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

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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


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