Email is one of the most reliable and profitable marketing
channels, even as consumer behavior has proliferated
across multiple channels and platforms. That’s because
today’s consumers actually want to hear from brands via
email. In fact, a recent study found that every generation—
from Baby Boomers to Gen Z—prefer to communicate with
brands over email.
In 2022, more than 333 billion emails
are being sent every single day.
From a brand perspective, a lot of this
activity is focused on CRM email—
that is, deepening relationships with
existing customers.
But what about acquisition?
Given email marketing’s proven ROI and consumers’
widespread acceptance of brand messaging via email, every
conversation about how to invest marketing dollars needs to
consider new ways to expand the already well-established
power of email as a foundational tactic.
Table of contents
KEY FINDINGS
of marketers believe that an
acquisition campaign delivers
higher ROI when it includes
acquisition email.
don’t use acquisition email
because they are unsure if it’s
compliant with consumer privacy
laws and guidelines.
of marketers would use
acquisition email if their
vendor could prove the emails
are privacy-compliant.
77% 28% 58%
Acquisition email provides a number of unique benefits within the context of brands’ broader acquisition efforts.
In addition to driving real performance in the form of new customer acquisitions, acquisition email’s ability to
be measured via matchback analysis enables marketers to understand exactly how the tactic fits into the larger
omnichannel equation. At the same time, acquisition email has the power to drive incredible reach given the
ubiquitous use of email across consumer segments.
In this paper, we will provide an overview of acquisition email and
describe how marketers can best unleash its power to drive performance,
transparency and scale within omnichannel acquisition programs. We’ll also
discuss the current state of acquisition email within the marketing industry,
as illuminated by recent Data Axle research.