It’s up to you! While many marketers come to us with creative completed, we realize that not every brand has in-house resources to take full advantage of the rich creative opportunities inherent within Acquisition Email campaigns. That’s why, at Data Axle, our services include not only a review of creative best practices that can guide clients’ internal teams, but also access to a design team that can support the creation of email HTML and ensure messages are on-brand, memorable, and likely to inspire action.

When it comes to sending Acquisition Emails, you can deploy them directly from your marketing automation platform (MAP) or CRM, or Data Axle will send on your behalf; it’s up to you. However, we recommend that you let us send campaigns on your behalf. While we do have the ability to license our emails, leveraging Data Axle for the sending process allows marketers to avoid using their own domains, which are typically also being used for retention email efforts. Using a different domain for acquisition efforts ensures that current retention emailing programs are unaffected by acquisition efforts.

Yes, this is good Acquisition Email practice. There’s no reason to spend your marketing budget to try to “re-acquire” customers you already have in your house file. In addition, it can be annoying to existing customers to receive campaigns that are clearly intended to establish a new relationship when one already exists. When you work with Data Axle for Acquisition Email, we can suppress your existing customers, as well as your unsubscribes, from campaigns.

Some solution providers do have limits on how many they can send in a day, or specified time period, but there really isn’t a limit. We have noticed that sending about 1MM emails per day works well – we would even label it a best practice – but note that we can send out more.

At Data Axle, it takes about 5-7 days.

This is one of the most-frequent questions we get, and the answer is: Yes.

At Data Axle, our Acquisition Email offering is 100 percent compliant with privacy regulations because the contacts used for acquisition campaigns have opted-in to receive third-party solicitations. In addition to being compliant with current regulations and guidelines, Data Axle is also constantly keeping an eye on legislative developments to ensure our solutions adapt alongside new privacy regulations.

However, this might not necessarily be the case with other Acquisition Email vendors. When talking to potential partners, be sure to ask how they ensure compliance with relevant and ever-changing privacy regulations.

Our emails are sourced through vetted partners of Data Axle. Our partners gather permission-based emails to receive 3rd party solicitations. They are put through an extensive hygiene process prior to being added to our database. Much to the delight of our customers, we offer over 100 demographic and firmographic selections to choose from.

We have a creative team that can help guide your subject lines and preheader to be as compelling as possible to drive open rates. We can also design (and test) creative to entice your specific target audience to click. However, we also encourage you to examine the goal of your acquisition campaign. Acquisition emails are great for driving brand awareness and ‘first touch,’ and when measuring campaign results you should always take that into account. This tool works best as part of an omnichannel or multichannel campaign designed to touch prospects multiple times and tell a cohesive brand story. Let us prove to you that you will get the results you need.

From delivery to click-throughs and other engagements, there are a number of metrics that marketers can capture from their campaigns. But when it comes to Acquisition Email, matchback analysis is perhaps the most powerful form of measurement a brand can employ. With matchback analysis, Data Axle is able to look at a brand’s conversion file and determine whether those who converted, received and engaged with Acquisition Emails somewhere along their journey. Since most Acquisition Email efforts aren’t directed at driving conversion directly from the email itself, this type of analysis is vital to accounting for the true impact of a brand’s spend across all channels.

For acquisition programs to be most effective—and, importantly, to become more effective over time—it’s absolutely vital for marketers to have a holistic understanding of how their various acquisition channels work together to drive a brand toward its goals and KPIs. Matchback analysis provides this.

You will receive results from your campaign quickly. At Data Axle, initial tracking reports are sent on day 3 and a comprehensive final report is sent on day 10.