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Opt‑in email options for customer acquisition

For acquiring new visitors and customers to a site, there are three main options for email 

marketing. From the point of view of the recipient, these are:

1 

Cold email campaign. In this case, the recipient receives an opt-in email from an organi-

sation that has rented an email list from a consumer or a business email list provider. 

Although they have agreed to receive offers by email, the email is effectively cold.

2 

Co‑branded email. Here, the recipient receives an email with an offer from a company 

they have a reasonably strong affinity with. For example, the same credit card company 

could partner with a mobile service provider such as Vodafone and send out the offer to 

their customer (who has opted in to receive emails from third parties). Although this can 

be considered a form of cold email, it is warmer since there is a stronger relationship with 

one of the brands and the subject line and creative will refer to both brands.