Claritas has released its 2025 Acquisition Email Report, revealing that identity-based email programs significantly outperform industry standards. Drawing from more than 300 acquisition campaigns across various verticals, the report demonstrates email's enduring strength as a high-efficiency channel when powered by precise audience identification, privacy-compliant activation, and closed-loop attribution.
Quick Intel
The report highlights email's role as a foundational element in multichannel strategies, especially when enhanced by Claritas' AI optimization engine, Clair, and its Identity Graph. These technologies enable marketers to move beyond anonymous impressions to real individuals, track precise engagement, and attribute conversions accurately across touchpoints.
"Email continues to be one of the most powerful acquisition channels, especially when executed powered by AI-driven insights and supported by accurate, permission-based data," said Quinn Jalli, SVP of Email Products at Claritas. "The 2025 benchmarks show that when brands combine verified data with AI-driven optimization and a privacy-first deployment infrastructure, they can acquire customers more efficiently and with greater confidence."
"Many marketers still rely on surface-level metrics," Jalli added. "This report underscores the value of identity-driven measurement. When every email can be tied back to a known household and every conversion can be traced to the correct touchpoint, the result is significantly higher ROI."
Claritas mitigates persistent industry challenges like spam classification and fraud through end-to-end control of deployment—using approved switches, servers, and IP pools—combined with strict data sourcing and hygiene practices. This results in superior inbox placement, lower bounce rates, and sustained sender reputation.
A key example from the report illustrates the power of identity-based measurement: a national fitness retailer’s direct mail campaign initially reported a 2% conversion rate using only QR codes and vanity URLs. Claritas matchback analysis revealed that 6% of recipient households later visited the brand’s website for research or purchase—three times more engagement than traditional tracking captured.
Claritas' platform supports the full marketing lifecycle: identifying high-value prospects, activating precision-targeted campaigns across channels, measuring true incremental outcomes, and optimizing in real time. Independent benchmarks show up to 20% higher incremental return on ad spend and match rates two to three times higher than competing solutions.
About Claritas
Claritas is an integrated, AI-driven marketing optimization platform. For performance-driven marketers, Claritas delivers superior, measurable ROI by continuously optimizing audience, creative, and media decisions at every customer touchpoint — all outside the limitations of walled gardens. By combining our patented AI, privacy-compliant Identity Graph, and closed-loop attribution, Claritas empowers brands to gain full visibility into who they're reaching, how they're engaging, and what's truly driving conversions — across all channels, not just within closed ecosystems.
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