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Email Acquisition (and Lead Sources)

This is part 1 of a 8 part series on Email Acquisition (and Lead Sources) .

What is a lead source?

Lead source refers to the place that a lead originally came from to eventually convert on your website or landing page. Examples of this include Facebook ads, search engine traffic, and AdWords. This is the path that a person takes before they opt-in on your website to become a lead. Lead source should not be confused with email acquisition channels.

What is email acquisition?

Email acquisition channels, not to be confused with lead source, refers to the place that someone converts or opts in to become a lead. Examples of email acquisition channels typically include your website, blog, landing pages built for specific online ads, or even offline opportunities such as membership sign-ups during a purchase. Additionally, many marketers strengthen their email acquisition channels with lead magnets, intended to encourage opt-ins from their ideal market.

The difference?

There is plenty of overlap between lead sources and email acquisition, to be sure. But the primary differentiation is that a lead source refers to where a lead came from while email acquisition channels refer to where that lead actually signed up. The primary email lead sources and email acquisition channels are as follows.

  • Organic Subscribers
  • Guest Blog or Podcast Content
  • Partnerships
  • Facebook Sign-ups
  • AdWords Sign-ups
  • Co-Reg Subscribers
  • Incentivized Subscribers
  • Offline (In-Store)

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