Piggyback Email

Piggyback email is an online marketing term that refers to third-party advertisements placed in emails targeted to opt-in email subscriber lists. The targeted subscribers normally belong to the demographic the third party seeks to reach with its advertising.

A piggyback email with a third-party advertisement is emailed to an opt-in subscriber list from the list owner, rather than the advertiser. However, the advertiser’s email address is displayed to email recipients to facilitate communications.

In the online marketing world, piggyback emailing is comparable to receiving advertising fliers tucked into a subscription newspaper. Piggyback email marketing tends to be a volume-based strategy that is rarely implemented at the local level.