{"id":114813,"date":"2025-04-24T10:55:32","date_gmt":"2025-04-24T17:55:32","guid":{"rendered":"https:\/\/zetaglobal.com\/?post_type=insight&p=114813"},"modified":"2025-04-24T10:55:35","modified_gmt":"2025-04-24T17:55:35","slug":"email-marketing-for-customer-acquisition","status":"publish","type":"insight","link":"https:\/\/zetaglobal.com\/resource-center\/email-marketing-for-customer-acquisition\/","title":{"rendered":"Why Email Is the Hottest \u201cNew\u201d Channel in Ad Tech"},"content":{"rendered":"\t\t
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Home<\/a><\/span><\/span><\/div>\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t

\n\t\t\t\t\tWhy Email<\/strong> Is the Hottest \u201cNew\u201d Channel in Ad Tech<\/span><\/span>\u00a0<\/span>\t\t\t\t<\/h1>\n\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\tPublished on<\/span>\n\t\t\t\t\t\t
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Q&A with Bryan Seltzer, EVP Activation, GM of ZX at <\/span><\/i><\/b>Zeta Global<\/span><\/i><\/b><\/a> (as originally published <\/span><\/i><\/b>on <\/span><\/i><\/b>The Refresh by Marketecture).<\/span><\/i><\/b><\/a><\/i><\/b><\/p>

The future of marketing will be brought to us by \u2013 email.<\/span>\u00a0<\/span><\/p>

Wait, what? Did we get that right? Email? Have we really come all this way with advertising technology to wind up back at email?\u00a0<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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According to Zeta\u2019s Bryan Seltzer, that\u2019s exactly what we\u2019ve done. But make no mistake: This isn\u2019t 2005\u2019s email we\u2019re talking about here. The future of customer acquisition will be heavily dependent on people\u2019s inboxes, and that\u2019s only because of all the strides forward we\u2019ve taken in the larger data, identity, AI, and omnichannel addressability landscape.\u00a0\u00a0<\/p>

AdTechGod spoke with Seltzer to learn more.\u00a0\u00a0<\/p>

Let\u2019s start with the basics: What makes email such a powerful tool for customer acquisition in today\u2019s digital landscape?\u00a0<\/h3>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\tEmail is the unsung hero of prospecting\u2014it\u2019s the channel brands leverage to speak to their loyal customers, but don\u2019t think about it for prospecting. It\u2019s direct, personal, and most importantly, it\u2019s trusted by consumers.\t\t<\/div>\n\t\n\t
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\n\t\t\t\t\"Bryan\t\t\t<\/div>\n\t\t\n\t\t\t\t\t
\n\t\t\t\tBryan Seltzer<\/strong>\n\n\t\t\t\t\t\t\t\t\t

GM of ZX, Zeta<\/p>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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When you combine email with the power of the Zeta Identity Graph<\/a>, it becomes a powerful tool to find new customers. With Zeta Direct\u2014both a dedicated and contextual email offering\u2014we\u2019re not just showing up in the inbox, we\u2019re showing up because a hand was raised to say \u201chey, I\u2019d be interested in your product,\u201d and the billions of signals we see ensure we\u2019re not wasting a message. That\u2019s when the magic (and conversion) happens.<\/p>

Zeta claims email is \u201c40x more effective for acquisition than social.\u201d Can you unpack what\u2019s behind that figure?<\/h3>

I always say social is like shouting into a crowded room, but email is a private conversation. With email, we\u2019re not just showing up randomly\u2014we\u2019re arriving with a tailored purpose, at the right time, with a message the prospect actually wants. That 40x stat comes down to one thing: when you talk to the right person in the right moment\u2014in a channel where you have their full attention\u2014you get results.<\/p>

At Zeta, we score audiences based on how they want to be spoken to. Some people lean into email, others respond better on social or CTV. We let the data lead, so you\u2019re not just guessing. You\u2019re showing up exactly where you\u2019ll be seen and, most importantly, where the consumer will most likely engage.<\/p>

You talk about reaching \u201cpurchase-ready customers\u201d through email. How does Zeta identify these high-intent audiences?<\/h3>

We <\/span>don\u2019t<\/span> guess\u2014we know. <\/span><\/span>Zeta\u2019s Data Cloud<\/span><\/span><\/a> is packed with permissioned identities, and we layer that with real intent signals like browsing behavior, purchase history, and category interest. What I typically say to a brand is, \u201cYou know everything you want to know about your loyal customers but nothing you wish you knew about your prospects or your competitor’s customer.\u201d\u00a0 We fill that gap. <\/span><\/span>\u00a0<\/span>
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<\/span>But what really helps to define a purchase-ready customer is our Leading Indicators product. It allows us to look back from the point of conversion and <\/span>identify<\/span> the exact signals that showed someone was gearing up to buy. That look-back view trains our AI to get even smarter over time to find the next prospect to convert. So, when we say someone\u2019s in-market, <\/span>we\u2019re<\/span> not making an educated guess\u2014<\/span>they\u2019ve<\/span> told us so. And Zeta Direct ensures we hit their inbox before the competition even knows <\/span>they\u2019re<\/span> in the market.<\/span><\/span><\/p>

Tell us more about how Zeta\u2019s identity-based data and AI come into play. How are they used for targeting?<\/h3>

Our graph gives brands access to 245+ million people who we understand deterministically\u2014behavior, intent, and demographics\u2014without making any assumptions. Think of our identity graph as the car, and AI as the GPS to designate how you get to where you want to go. <\/span>\u00a0<\/span><\/p>

Specific to targeting, we leverage AI to make sense of all the data that we have access to through propensity scoring, leading indicators, audience modeling, and intent. We\u2019re not relying on cookies or guesswork\u2014we\u2019re tied to real people with persistent identifiers.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\tThat means we know where they\u2019ve been, what they\u2019re interested in, what they own, where they shopped, and where they\u2019re headed next. Our AI uses that to drive smarter, faster decisions that lead to better forecasting and ultimately stronger results. It\u2019s basically marketing with a sixth sense. \t\t<\/div>\n\t\n\t
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\n\t\t\t\t\"Bryan\t\t\t<\/div>\n\t\t\n\t\t\t\t\t
\n\t\t\t\tBryan Seltzer<\/strong>\n\n\t\t\t\t\t\t\t\t\t

GM of ZX, Zeta Global<\/p>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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What role do real-time intent signals play in personalizing outreach and prioritizing prospects?<\/h3>

Intent signals are like digital breadcrumbs, allowing us to tailor outreach and messaging at the right moment to drive conversions. We follow the trail that <\/span>ultimately leads<\/span> to a conversion. But again, because of the identity graph, this is not a probabilistic approach. <\/span><\/span><\/p>

If <\/span>someone\u2019s<\/span> researching mortgage calculators or reading up on new fiber, we know <\/span>they\u2019re<\/span> heating up. We take those real-time behaviors and adjust messaging and targeting on the fly. <\/span>That\u2019s<\/span> what Zeta Direct does best\u2014we strike while the inbox is hot.<\/span><\/span>\u00a0<\/span><\/span><\/p>

Beyond email, how does Zeta support an omnichannel experience? Are other formats like CTV or social media integrated into the strategy?<\/h3>

Absolutely. Remember, the foundation of everything we do is our identity graph. What the Identity Graph allows us to do is to go beyond the \u201cright person, in the right place, at the right time\u201d mantra to ultimately \u201cin the right way.\u201d <\/span><\/span><\/p>

One of the most important things we learn through our propensity scoring is how prospects engage with advertising channels, digital or otherwise. This allows us to minimize waste, speaking to people only where they want to be spoken to. So yes, we have the ability of reaching consumers across every digital channel with precision targeting.<\/span><\/span><\/p>

Measurement has always been a challenge in digital marketing. How does Zeta provide more precise tracking and attribution?<\/h3>

Attribution can be messy, but because <\/span>we\u2019re<\/span> rooted in identity, we can track the full consumer journey, not just isolated touchpoints. That means <\/span>we\u2019re<\/span> measuring impact from the first email open to the final purchase and beyond. No more black boxes. Just clear, deterministic attribution you can take straight to the CFO. <\/span><\/span><\/p>

Plus, we layer in incrementality testing and run acquisition-based programs that deliver immediate ROI. So, <\/span>you\u2019re<\/span> not just proving your strategy works\u2014<\/span>you\u2019re<\/span> proving it works <\/span>better in the<\/span> now.<\/span><\/span><\/p>

OK. So this isn\u2019t just about email at all, is it? Very cool. Thanks for enlightening us.\u00a0<\/strong><\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\n\t\t\t\tExplore Related Products & Solutions\u200b\t\t\t<\/div>\n\t\t\t
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\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\tCustomer Acquisition\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\tUnlock email's full potential to win new customers.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\tZeta Messaging\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\tCreate enhanced email and mobile customer experiences with AI-powered personalization.\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<\/div>\t\t\t
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\n\t\t\t\t\tYou may also like\t\t\t\t<\/div>\n\t\t\t\n\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\tHow to Connect Email and Mobile for Better Omnichannel Marketing\u00a0\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\tLearn how email and mobile integration enhances omnichannel marketing, boosts engagement, and drives conversions with real-world strategies.\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\tRead More<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\tLook at 20 high-performing email campaigns from T-Mobile, Chipotle, Zappos and more to learn how to emotionally engage with customers.\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\"image\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\tThe Third-Party Paradox: A Reality Check on Digital Privacy\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\tZeta\u2019s Chief Privacy Officer Ben Hayes explores the misconceptions around online data privacy and third-party trust.\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\tRead More<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

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