This new reality of convergence is helping marketing departments become less siloed, and it's casting light on the demand for a more effective paid media tactic built for customer acquisition. Email lead generation, a major imperative, is a gaping hole in these platforms, only partially filled with a panoply of email signup forms. Bringing traditional ads under the omnichannel tent will not solve this problem. That is why omnichannel providers are increasingly partnering with so called "opt-in advertising" specialists—ad exchanges powering specialized ad units that collect consumer opt-ins and data, paired with integrated data transfer automation.
The Evolution of Customer Acquisition
When advertising enables consumers to invite companies into their inboxes, we are faced with a powerful new type of customer acquisition. Opt-in advertising solutions began to emerge several years ago, but they have recently evolved. The best opt-in advertising providers now bridge ad tech and marketing tech, using all of the programmatic tools of the modern ad exchange, plus data transmission and ROI optimization technology, to automate the email marketer's Holy Grail: delivery of targeted, affordable, highly engaged email subscribers at scale.
Successful opt-in advertising platforms offer simple campaign management tools and use flexible back-end algorithms that leverage data to deliver great results. These email acquisition platforms have the ability to find the right person wherever she is and create a robust email audience. Taking advantage of marketing automation machinery, today's marketers are more and more likely to engage and monetize those voluntarily loyal opt-in audiences.
For the lifetime of digital marketing, email has demonstrated its superior ability to drive measurable results. It is time for the industry to turn its attention and dollars toward leveraging the best of ad tech for tailored email subscriber acquisition tools that build proprietary email audiences at a scale commensurate with email's outsized ROI.