Email Marketing

How to incorporate compliant acquisition email into your omnichannel strategy

When it comes to consumer privacy, every channel matters—and every audience interaction must be intentional, relevant, and above all, compliant. While many marketers focus heavily on nurturing their existing email lists, acquisition email remains an underutilized yet highly effective strategy for reaching new audiences and fueling omnichannel growth.

So, how do you integrate acquisition email into a modern omnichannel strategy while staying compliant with regulations like CAN-SPAM, GDPR, and CCPA? Let’s break it down.

Why acquisition email still matters

Acquisition email allows you to connect with entirely new audiences outside of your owned database. By partnering with a reputable data provider, you can reach highly targeted consumers who meet your ideal customer profile—without waiting for them to opt in through organic channels.

When done right, acquisition email drives:

  • New customer growth
  • Audience expansion for other channels
  • Stronger brand awareness
  • Higher conversion rates when used in tandem with other media

However, success hinges on two key factors: data quality and compliance. These are the first 5 steps to take.

1. Make it compliant

Before sending a single message, your acquisition email strategy must be built around compliance. Here’s how:

2. Work with reputable data partners

Choose partners who provide permission-based email lists, maintain transparent data sourcing practices, and regularly validate their data. Ask how often lists are updated and what consent mechanisms are in place.

3. Follow CAN-SPAM (and more)

Ensure every email includes:

  • A clear sender name and reply-to address
  • A physical mailing address
  • An easy-to-use unsubscribe link

If you’re marketing internationally, familiarize yourself with region-specific laws like GDPR (Europe), CASL (Canada), and CCPA/CPRA (California).

4. Use a dedicated IP (or work with a provider that does)

Deliverability and sender reputation are crucial. Working with a provider that uses clean, reputable sending infrastructure ensures your emails land in inboxes—not in spam folders.

5. Make it strategic

Start with the steps below.

Steps to take to incorporate acquisition email into your omnichannel mix

1. Start with audience strategy

Who are you trying to reach? What are their behaviors, preferences, or signals that suggest they’re in-market for your product or service?

Leverage custom audiences based on:

  • Purchase history
  • Browsing behavior
  • Demographics or firmographics
  • Past engagement with similar brands

Your acquisition email list should complement your first-party audience strategy—filling gaps, not duplicating efforts.

2. Match messaging to the channel experience

Acquisition emails are often your first touchpoint. Use that moment wisely. Focus on:

  • Brand introduction
  • Clear value proposition
  • Low-friction calls to action (e.g., download a guide, visit a product page, enter a sweepstakes)

Avoid heavy sales pressure up front. Instead, think of it as the entry point to your larger funnel.

3. Connect the dots across channels

Acquisition email shouldn’t be a silo—it should be the fuel that powers your full-funnel strategy.

Example integration:

  • Step 1: Email introduces your brand and drives traffic to your site
  • Step 2: Visitors are captured via pixel or UTM tracking
  • Step 3: Retarget those who engage through display, social, or Connected TV
  • Step 4: Convert through personalized landing pages or remarketing email

A unified approach ensures your new audience sees consistent messaging across every touchpoint.

4. Measure what matters

Track your performance beyond open and click rates. Some meaningful KPIs include:

  • New site visitors
  • Conversions from acquisition-specific campaigns
  • Cost per lead or cost per acquisition
  • Down-funnel revenue influenced by acquisition email

And don’t forget to compare performance by audience source—your best-performing lists will guide future investments.

The bottom line

Compliant acquisition email isn’t just a standalone tactic—it’s a powerful entry point to your omnichannel ecosystem. When integrated strategically and executed responsibly, it delivers measurable results and long-term value.

Whether you’re expanding your reach before a major campaign or looking to fill the top of your funnel with quality leads, acquisition email can be the bridge between your brand and your next best customer.

Ready to unlock the power of acquisition email?

Data Axle builds custom, compliant audiences backed by rich behavioral and transactional data—so you can reach the right people, at the right time, in the right way. Let’s talk strategy.

Natasia Langfelder
Content Marketing Manager

As Content Marketing Manager, Natasia is responsible for helping strategize, produce and execute Data Axle's content. With a passion for writing and an enthusiasm for data management and technology, Natasia creates content that is designed to deliver nuggets of wisdom to help brands and individuals elevate their data governance policies. A native New Yorker, when Natasia is not at work she can be found enjoying New York’s food scene, at one of NYC’s many museums, or at one of the city’s many parks with her two teacup yorkies.