By Mark Traverso, President & CEO, Lighthouse-Ameribase
As part of a new blog series, we’ve been focusing on the use cases for email data and the opportunities it can offer marketers. Last week we explored how email data can be leveraged for identity linkage in an era of cookie deprecation and this week we’re honing in on email’s potential for an additional revenue stream.
With media costs high and clients’ demand for tangible results growing ever louder, agencies and vendors are constantly seeking innovative solutions to enhance their offerings and boost revenue streams. One often overlooked but highly effective tool is email activation or acquisition email. Email activation refers to acquisition campaigns that leverage third-party email data and are run via an ESP which is designed for high-volume campaigns.
If you're in the business of activating audiences on behalf of clients or selling digital or programmatic services, neglecting email activation means missing out on significant revenue opportunities. In this blog post, we'll delve into why product and sales leads should seriously consider integrating email activation as an add-on product for substantial extra revenue.
Reconsidering Email
About 15 years ago Lighthouse-Ameribase was exhibiting at a DMA show meeting with our selling partners and trying to help them understand why they should be offering email services. Their response was "nah...email scares us".
Why is it that so many agencies and vendors are hesitant to integrate email activation into their campaigns? While many companies are comfortable emailing their own CRM database, they hesitate when running acquisition campaigns. Maybe they don’t realize that with the right ESP that’s been designed for acquisition and the right third-party data, email is very affordable and trackable. In fact, email activation offers a robust and proven channel for engaging audiences and driving conversions. Email solutions have evolved significantly over the years and have emerged as a trusted staple for many brands.
With the deprecation of cookies and the ongoing implementation of privacy protection initiatives aimed at further anonymizing web users, the digital marketing landscape is undergoing a significant transformation. In this context, email emerges as the most reliable channel for reaching and engaging with the right audience. Unlike other forms of targeting that rely heavily on tracking technologies, email marketing allows for direct, permission-based communication with individuals who have opted in to receive messages. As agencies and vendors navigate these evolving privacy challenges, integrating email into their strategies becomes not just a smart business move but a necessity for maintaining effective communication with target audiences.
Enhancing Response Rates
While some digital advertising formats may evoke an emotional response, email marketing stands out as a powerful tool for persuading recipients to take tangible actions, optimizing campaign performance overall and conversion rates. Whether it's direct mail, digital advertising, or Digital out-of-Home (Dooh), integrating email activation into the mix can significantly improve campaign performance.
For example, in the past we’ve helped clients to achieve a 130% increase in conversions and an 11.55% average click-through rate. What’s more, thanks to our in-house ESP which is specifically designed for high-volume email campaigns, we see on average a 97% deliverability rate. By harnessing the power of email linkage and activation, agencies and vendors can ensure that their clients' marketing efforts yield optimal results and drive tangible outcomes.
Learn more about our email activation offering >
Maximizing Revenue Streams
If you’re not yet offering email to your clients, you should be wondering how this is affecting your bottom line. With media costs reaching unprecedented heights, the omission of email activation from your portfolio could be costing you more than you realize.
Email activation represents a lucrative opportunity for agencies and vendors to unlock new revenue streams, enhance campaign performance, and deliver integrated marketing solutions to clients. By offering email activation services, agencies and the sales team can tap into additional income streams and earn more commissions. This not only diversifies revenue but also strengthens client relationships by providing comprehensive solutions tailored to their needs.
To learn more about how Lighthouse-Ameribase could help add email activation to your product list, get in touch. Our data is 100% privacy-compliant and we have a strict double opt-in policy to receive third-party offers.
Stay tuned for our next blog post on Email for Brands: Better Targeting Means Higher ROI or check out our previous post on Email for Linkage in the Era of Cookie Deprecation.
