Acquisition Email Overview: A Targeted Digital Channel
Why Acquisition Email?
Acquisition Email is a critical, incremental acquisition channel that allows for strategic targeting to optimize spend. Email blends the effectiveness of traditional digital with the efficiency of new digital channels. The right techniques lead to high inbox deliverability, strong open rates and meaningful engagement to drive qualified traffic and assist in high-value conversions.
The Acquisition Email Difference
There are key differentiators that cause Acquisition Email to stand out from other digital channels, including:
More Real Estate: Provides more space that other digital channels to effectively promote offerings.
Double Opt-In: Ensures a more receptive email audience to marketing efforts.
Proprietary Algorithms: Designed to select top, primary email.
Modeled Data: Targets the right prospects efficiently.
Quick to Market: Custom creative, delivered quickly.
Engagement Technologies: Utilizes various technologies to boost interaction.
Scalable Channel: More flexible compared to limited digital channels.
High Conversion Rates: Functions not just as a top-of-funnel tool but also drives high conversions with impressive open rates, response rates (RR), and low cost per acquisition (CPA).
Key Performance Metrics
A high-performance channel, Acquisition Email engages prospect and drives conversions. Here are key metrics you should know:
Email Deliverability: 98%+
Open Rate: 8–15%
Click To Open Rate (CTOR): 15-20%
Unsubscribe Rate: <2%
Response Rate Range: 1-1.5%
Performance Benchmark: Typical 2X performance vs. holdout groups.
The bottom line: High-value, high-quality prospects lead to more engaged customers.
Acquisition Email creative can include everything from Illustration, Audience Variability, Social Integration, Upsell Focus, Video, Gamification, Partner/Affiliate, and more.
The 10,000 Foot View
From a high-level there are a few critical components to a successful Acquisition Email campaign. Blue Duck Agency has spent over a decade perfecting these areas:
Finding the Right Data: The heart of effective acquisition is the ability to find the right data. We believe retention begins with acquisition, and modeling serves as a major differentiator. By identifying and utilizing the most relevant data sources from multiple trusted partners, we enhance your targeting strategies and expand your prospect pool.
Most list partners access the same data sources from major compilers (e.g., Experian).
Different partners offer varying models and scores based on available datasets.
Models are continuously refined over time with actual response data.
We evaluate data by decile and create subset audience targets to customize creative effectively.
Flawless Execution: It’s not just about creating appealing visuals but focusing on delivering strong creative that resonates with your target audience. By building a portfolio of strong creative, we identify which concepts and messages perform best, ensuring our campaigns connect meaningfully with recipients.
Subject line testing enhances deliverability and open rate engagement.
We apply design best practices while adapting to current trends and technologies.
Need to incorporate variability through data, imagery, and one-to-one personalization.
Evaluating Performance: Multi-channel marketing is effective, though attribution can be complex. To navigate this challenge, we utilize a “match back” approach which helps accurately identify how our programs perform across various channels.
We evaluate email marketing efforts at 30, 45, and 60 days, tracking the entire conversion journey.
It’s important to validate responses using holdout groups for secondary performance data. Typically, test programs see a 2X increase over holdout groups.
We Are Blue Duck Agency
With over 20 years in business, our company is built on results-based marketing. Our strong client retention stems from consistently delivering on goals, particularly within the membership space where we genuinely understand the nuances of our clients' needs.
We pride ourselves on our deep experience and proven ability to drive high-quality member acquisition. Our team comprises seasoned professionals, ensuring your campaigns are always in experienced hands.
What Is Your Opportunity?
Interested in learning more about how Acquisition Email fits into your strategy? A 30-minute Zoom meeting can uncover:
The size of the available audience for your key targets.
Relevant data selects—basic and advanced.
How email can incrementally support your current efforts.
Demonstrating how it can pay for itself using data insights.
Contact us to learn more!