Email Acquisition: More Than Just Grabbing Addresses

Andrew Kordek

What’s the magic number your boss expects you to grow your email list by in 2018? We’ll bet it’s 10% or more, right? And that number is going to be a struggle for you, so you’re looking for every possible tactic you can find to add addresses to your database. Right again?

I’d like to help you out with 10 quick tricks to add thousands of addresses. But I won’t. Not because I can’t, but because there’s a better way to increase your subscriber database – one that retains more of those addresses as engaged, active subscribers and helps you learn whether those new subscribers are helping you achieve your marketing goals.

It’s all in our new guide you can download free today: The 6 Pillars of Effective Email Acquisition: Harnessing the Power of Technology and Data for a More Personalized Experience.”

Why do you need this guide? Easy – because acquisition and retention of email addresses is one of your most important responsibilities as an email marketer. Your job rides on growing your database by that magic annual number, but your email program itself rises and falls on the quality of those addresses.

Strategy over tactics

You’re under enough pressure now to spend your acquisition budget where it will get you the best return. You can’t afford to waste it on email addresses that won’t even earn back what you spent on them.

This guide gives you a cohesive plan you can use to plot out your acquisition strategy – your master plan for growing your database. That, in turn, will lead you to the tactics to attract the right subscribers for your brand.

The 6 pillars of effective email acquisition and what you’ll learn from them

These pillars cover every aspect of email acquisition, including areas you may not know or understand. By the time you finish the guide, you’ll feel confident enough to start sketching out your own email acquisition strategy and know how to sell it to your boss.

Here are the 6 pillars:

  1. Audit your Acquisition Process. 
  2. Know your Audience. 
  3. Know your Paid Sources. 
  4. Know your Acquisition KPIs. 
  5. Learn what Works. 
  6. Strive for Continuous Improvement. 

I’ll explain a little about each one below. You’ll have to download the guide to get the full story, though. (It’s worth your time — I promise.)

1. Audit Your Acquisition Process. 

Do a walk-through of your entire opt-in process, from the first invitation to the final onboarding email, and look for anything that doesn’t work or creates a shoddy subscriber experience. Then, fix it up – get your email house in order from top to bottom – before launching any new acquisition programs.

2. Know Your Audience. 

You probably know who your ideal subscriber is, but is that ideal subscriber also your best customer? They don’t always align the way you think they might.

The only way to know for sure is to look at key segments and see whether your best subscribers’ activity as customers lines up with their subscriber engagement.

In the guide, we’ll show you how one client sliced and diced their customer data to learn who their best customers really are and then adjusted their acquisition and marketing strategies to reflect this new reality.

3. Know Your Paid Sources. 

Getting an email address is easy. Getting an email address from a source that knows your brand, messaging and audience and can deliver high-quality addresses is the big challenge. 

Selecting the right acquisition partners is essential. But how? The guide gives you five questions to ask list vendors. (You’ll probably come up with more.) Here’s a sample: “What do you know about my target subscriber?” 

4. Know Your Acquisition KPIs. 

Knowledge is power! You have dozens of key performance indicators to measure and track performance, but which are the best?

Opens, clicks, and conversions are the most common metrics tracked, but they don’t tell you whether you’re getting the outcomes you need. The five KPIs we outline take time to tease out from your data, but they can be far more revealing. See Page 7 of the guide for a complete list of KPIs, their definitions, and how to use them to hold your acquisition partners accountable.

5. Learn What Works. 

Yes, this means testing. We at Trendline are big on testing because it’s the best way to learn about and optimize your email program.

Learning what works also means having a cohesive and automated way to extract data from all available sources to get at your designated KPIs. Your organization should buy into testing because it’s the only way you can spend your time, money, and/or resources effectively in acquisition.

6. Strive for Continuous Improvement. 

Here’s where it pays to be curious about your email program: what’s working, what’s not, and how to tweak, repair, refocus and innovate it.

(And how do you satisfy your curiosity? By testing! That’s why testing is one of the 6 pillars of effective email acquisition.)

Wrapping up: One more reason to download our guide to effective email acquisition

Nobody built a successful email program on hunches or stunts. It takes more than some pop-up opt-in forms on your homepage or betting all your acquisition budget on one vendor or source.

But, all you need to start is a pencil and paper or a whiteboard and markers. Our guide will put you on the best path to build a cohesive strategy that will, in turn, point you toward the most effective tactics. You just need to request it, which you can do here.


Once you go through the guide, you might have more questions. No problem – you know where to find us.




About the Author(s)

Andrew Kordek

Andrew Kordek is a Co-Founder of Trendline Interactive.

Let's Take This to the Inbox

Sign up for our news, resources and updates. The inbox is our favorite place after all. We’ll make sure it’s worth it. (You can unsubscribe at any time, but you probably already knew that.)