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A Chat With Suzanna Chaplin, Founder And CEO, esbconnect, On The Future Of Acquisition And How Email Is The New Identity Layer

ESBConnect enables brands to utilize email as a channel for acquiring new customers, transforming email from a retention tool to a performance-driven acquisition channel. By leveraging data from 17 million opted-in UK consumers, brands can reach new…

GBy Grace BennettMar 20, 20261 min read

ESBConnect enables brands to utilize email as a channel for acquiring new customers, transforming email from a retention tool to a performance-driven acquisition channel. By leveraging data from 17 million opted-in UK consumers, brands can reach new audiences through email and other channels.

MirrorMail : Converts CRM emails into acquisition campaigns targeting 17 million new consumers. Inbox Extend : Integrates email audiences with social, programmatic, and direct mail channels for comprehensive targeting. Optivo : Allows brands to retarget anonymous website visitors via email before they reach the checkout stage. Customer+ : Expands the first-party subscriber base with high-intent, opted-in users.

The platform's capability to reach one-in-three UK consumers, while ensuring privacy compliance, offers a scalable and intelligent solution for customer acquisition.

ESBConnect was established in 2014 to address the lack of transparency in email marketing, compared to the programmatic buying space. The company developed a transparent email buying platform, the Marketplace, which allows real-time results tracking and audience selection. This foundation supports products like MirrorMail.

By leveraging data from 17 million opted-in UK consumers, brands can reach new audiences through email and other channels.
Grace Bennett · Thehackingpost

Email's role as an identifier has been central to ESBConnect's growth, with email fingerprinting now powering products like Optivo and Inbox Extend, enabling omnichannel consumer journeys.

ESBConnect leverages email for customer acquisition, using "Inbox Intelligence" to understand and engage with an audience of 17 million consumers. This intelligence allows brands to build lookalike audiences and engage them across multiple channels, including social, programmatic, and direct mail.

MirrorMail : Facilitates the use of email to acquire new audiences, optimizing delivery and driving sales. Optivo : Helps retarget users who leave a site without completing purchases.

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ESBConnect continues to innovate, with the Optivo product playing a pivotal role in the next phase of retargeting. The company aims to be synonymous with site abandoner retargeting.

Based on reporting by techround.co.uk.

AI transparency. This article was produced with the assistance of artificial intelligence and published under human editorial oversight. AI systems can make mistakes. Read how we use AI (EU AI Act, Art. 50).
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