Unleash the Power of Acquisition Email: Market Research

New market research reveals that acquisition email is a significantly underused, undervalued and powerful channel in omnichannel marketing.

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.

We surveyed 244 marketers working in the acquisition space to get to the bottom of how they perceive acquisition email, how they use it (or don’t use it), what’s holding them back from leveraging this proven channel and how they can best unleash its power to drive performance, transparency and scale within omnichannel acquisition programs.

Key findings include:

• 77% of marketers believe that an acquisition campaign delivers higher ROI when it includes acquisition email.
• 28% don’t use acquisition email because they are unsure if it’s compliant with consumer privacy laws and guidelines.
• 58% of marketers would use acquisition email if their vendor could prove the emails are privacy-compliant.