Using Co-Registration to Build Your Email Database

Elie Ashery

The proliferation of digital marketing has created an avalanche of noise, forcing consumers to find new and innovative ways to filter them. To combat this, many digital marketing pundits have strongly encouraged the use of permission-based marketing where prospects and customers have specifically requested to start a relationship with a company. In an era where trust is paramount and consumer attention elusive, this advice is solid. Unfortunately, this advice fails to answer a simple question that has been dogging marketers for years: how do you obtain and scale the acquisition of consumer permission in the first place?

In the past, co-registration was considered a shady strategy used by unscrupulous companies to aggressively grow their marketing lists and sales leads. Seen as a “shotgun approach” that emphasized quantity over quality, co-registration...

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