A Guide to Effective Email Acquisition

One of an organization’s best marketing assets is a healthy permission-based email list. While proper management and use
of your email file will drive revenue immensely, it is often a challenge to acquire the file itself. With inbox clutter on the rise and
customers becoming more sensitive towards any unwanted communication, marketers should develop their subscriber lists
with relevance and care.
Fortunately, there are a number of simple and effective ways of doing so. Traditional online and offline tactics, as well as
emerging strategies, such as paid search and integrated POS technology, generate endless email acquisition opportunities
regardless of your industry. The challenge at hand is using these tactics responsibly, complying with all legal requirements
and respecting subscriber preferences, in order to maximize list growth through every customer touch point.
This white paper provides a number of well-tested, organic methods for email acquisition – giving marketers actionable
insight to attract and retain a loyal, profitable subscriber base.
Enable customers to sign-up for email by placing a clear and conspicuous form
on each page of your website. This common acquisition practice is not only
effective, it’s also very easy to implement. There are a few important things to
consider when employing this tactic.
First, keep the look and feel of all website sign-up boxes consistent, and place
them in the same location on every page. This makes them more reputable, easy
to find and familiar to your audience. Also, try to place sign up-boxes either as
part of the top banner or just below. Most test results have shown that those
located near the top of the website perform better than those located in the
footer area.
Couple your sign-up boxes with a clear description of “what’s in it for them.” Let
customers know exactly what to expect when signing up, and sell the benefits
for being on your email list. This can be as simple as promoting the general
advantages of the channel – such as being able to receive information and offers
faster and that it’s eco-friendly. Or, you can take it a step further by providing a
discount or incentive for signing up.

Make sure to incorporate email sign-up into all account registration and
e-commerce forms on your website. Site registration is the most common and
effective means of acquisition for marketers.