Contrary to popular belief, email marketing is not dead
As part of a bigger, overall digital strategy, or purely for audience acquisition, email can be targeted as deeply as banner ads, using all the same datapoints: behavioral, demographic, contextual, time-of-day, technographic, and geographic.
But what email gives you that no other digital channel can is control of the entire screen. Display and Paid Search ads compete in a cluttered environment, as compared to an opened email that takes up the entire screen. For lead generation and conversion, email still outperforms other digital channels.
Of course, the quality of the email list is the key to a successful acquisition campaign. Most purchased lists do not perform well, making access to good data essential. A great data source is like a good fishing spot. It’s hard-won information that most digital agencies are reluctant to divulge to just anyone.