Acquisition email templates

Email marketing is still one of the strongest methods of online communication, with an ever-increasing number of daily users.  One of the most important aspects of any email marketing strategy is having a large database of active subscribers. Email lists are going to degrade naturally over time as a result of unsubscriptions, being reported as spam, or emails remaining unopened.

The loss of email subscribers is known as list churn, and it can be either opaque, as in the case with a “hard bounce”, or transparent, which covers unread messages. To improve the rate of list churn, marketers can do two things: perform regular cleaning of their email database, and/or improve their email acquisition strategy. 

What is an acquisition email?

Email acquisition is the process of building up a database of people’s email addresses, in order to send them marketing communications.  If you don’t have a large list of your potential customers’ emails yet, there’s no need to worry –it’s never too late to start.

On the other hand, if you already do have the addresses of some leads, you may want to consolidate your existing database. This might mean checking whether your existing subscribers are still interested in receiving your content. However, don’t do this by simply asking users if they want to receive emails from you, but rather send them an email that requires them to perform an action.

There are two aspects to email acquisition: first, building up a list of email addresses, and second, working on and carrying out your email marketing strategy. Both parts need to be successful in order to increase your email acquisition, which means growing your subscriber lists and improving your metrics. But how exactly should you go about doing this?

Etsy customer acquisition email confirmation
Etsy customer acquisition email confirmation

Acquisition email best practices

In order to successfully build up a database of active email subscribers, you need to look for customers and potential clients who have shown an interest in receiving communications from you. The exact type of messages that you send will depend on the industry that your business is in, although in general, a newsletter is always a good idea. Then you need to plan your campaign effectively so that you produce content that people want to receive, and thus deliver value to your subscribers.

When you have done that, you can start acquiring more email addresses by promoting your content, be whether it’s a newsletter or any other type of content. This promotion could be on your website, where customers can signup through a form, or on your social media profiles. After all, your website visitors and followers are already interested in your businesses’ products or services. Simply encouraging them to sign up to a mailing list might be enough to acquire their email addresses, as long as you promise and deliver to provide them with valuable content.

After a user’s email address has been acquired by them registering for your newsletter (or other content), you need to send them a message confirming the subscription.

Acquisition email subject lines 

  • Thanks for signing up!
  • Success! You’ll be hearing from us soon
  • Still interested in hearing from us? Here’s what we have to offer…
  • A small piece of advice for our active subscribers
  • We saw your post on [social media platform] and want to help
  • Now that we’ve answered your question on [social media platform], how about signing up?

Acquisition email templates

Subscription confirmation

Hello [name],

Thanks for signing up for our [content] emails.

This is just a short message to confirm that your subscription is now active and that you’ll be receiving great insights from us shortly.

If you have any comments or questions in the meantime, feel free to contact us by replying to this email. We’d be happy to help you!


The [company] team

P.s. If you have been sent this email in error or would like to unsubscribe, please click on the following [link].

Database consolidation & actionable advice

Hi [name],

As a member of the [industry] community, I’m sure that you’re one of the many people who’ve encountered trouble with [issue/pain point].

I thought you might like to hear a few pieces of advice from us about how to deal with this problem that our other clients have benefited from:

Advice 1
Advice 2
Advice 3

If you don’t find our tips useful, please let us know how to improve. Alternatively, you can unsubscribe by clicking here [link].

[Name] from [company]

Social media post follow-up

Dear [name],

I commented under your post/answered your question on [social media platform], and thought I’d follow up by sharing some more resources that you might find interesting.

Here are some guides about [topic] that may be helpful for you:

Link 1
Link 2
Link 3

If you’d like to get more advice on a regular basis then you can sign up for the [company] newsletter by clicking on the button below. You’ll receive great tips straight to your inbox every [X] weeks.

Kind regards,
[Name], [position] at [company]

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Frequently asked questions

The whole purpose of acquiring email addresses is to build up an active database of users who are interested in your company’s products. Therefore, if you are following up on a lead, you should always provide a link that allows the user to subscribe to your email list. On the other hand, if you are consolidating your existing database, you should always give your subscribers to opt-out from receiving your emails.

What if someone doesn’t reply to a database consolidation acquisition email?

If a subscriber doesn’t reply to a message that is intended to find out whether they are still active and interested in your content, then it is probably safe to assume that they no longer are. You can wait for one week and send another follow-up email if you wish, but if there is still no response then you should remove this inactive user from your database.

What if someone doesn’t reply to a social media follow-up acquisition email?

Again, you can send a follow-up email after about a week, just in case your last message got lost in their inbox. Any additional messages that you send to potential customers should provide them with more value and a taste of what your subscription has to offer. If you still don’t get a response, you should consider this to be a cold lead.

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