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:
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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

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