SlideShare a Scribd company logo
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Email Address
Acquisition Landscape
Moderator: Kara Trivunovic
Mohammed Ahmed, Senior Manager of
Deliverability Services, BlueHornet
Rachael Parrott, VP of Sales, FiveData
Jay Jhun, VP of Strategy, BrightWave Marketing
Introduction
Mohammed Ahmed

Rachael Parrot

Jay Jhun

Senior Manager, Deliverability Services
BlueHornet

Vice President of Sales
Five Data

VP of Strategic Services
BrightWave Marketing
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

$1,000

$1,000

• Unique and compelling offers are critical to
campaign success
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
#2
#3
#4
#4
Active vs. Inactive Subscribers

#5

132%
60%

48%

50%

244%

40%
30%

Broadcast
20%

Segmented

10%
0%

Open Rate
Unique Click-Thru
Rate

Action Rate
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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LCMC: Email address acquisition

  • 1.
  • 2. Email Address Acquisition Landscape Moderator: Kara Trivunovic Mohammed Ahmed, Senior Manager of Deliverability Services, BlueHornet Rachael Parrott, VP of Sales, FiveData Jay Jhun, VP of Strategy, BrightWave Marketing
  • 3. Introduction Mohammed Ahmed Rachael Parrot Jay Jhun Senior Manager, Deliverability Services BlueHornet Vice President of Sales Five Data VP of Strategic Services BrightWave Marketing
  • 4. Email Acquisition • What is email acquisition? • What are the best practices of collecting data?
  • 5. 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
  • 6. Key Concepts to Building your Email Database Be a 4th Quarter Superhero!
  • 7. 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.
  • 8. Targeting • Use your current data to target appropriately • Gone are the days of spray and pray • Over targeting IS possible
  • 9. Brick Vs. Brick $1,000 $1,000 • Unique and compelling offers are critical to campaign success
  • 10. 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
  • 11. 5 WAYS TO WIN WITH ‘HORMONE-FREE’ ACQUISITION Jay Jhun, VP of Strategic Services @emailrocks
  • 12.
  • 13. Home page form – front & center #1
  • 14. #2
  • 15. #3
  • 16. #4
  • 17. #4
  • 18. Active vs. Inactive Subscribers #5 132% 60% 48% 50% 244% 40% 30% Broadcast 20% Segmented 10% 0% Open Rate Unique Click-Thru Rate Action Rate
  • 19. 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