eBook - Silverpop

Strategies to Launch Your
Optimization Project
Okay, I’ve figured out what
Q: we probably need to do to
get our email program back on
track. But how can I get started
on this big optimization project
when I’m already stretched thin
on the work my boss expects me
to do every day?
Below are several approaches to help
A: you win over management, not just
to get them to see things your way, but also to
secure the resources you need:
1. Make the case for focusing on a
major goal.
You know your email program well enough to
be able to identify what I call the fulcrum: the
point in your email program that drives the
majority of your future revenue, conversions,
engagement or loyalty.
Even if your managers know little about
email, they understand achieving or exceeding
goals and improving results. Explain why
your fulcrum point is so crucial to your email
program, and build a model that demonstrates
how improving this one area increases success
downstream.
2. Use metrics that get your
CEO’s attention.
When building your case and communicating
the value of email, it is critical that you focus
on the metrics that matter to management,
rather than basic email measures.
Focus on “output” metrics, which measure
actual or anticipated performance against your
company’s strategic marketing or business
goals, instead of “process” or operational
metrics that measure individual tactics of your
email program.
Do not base your case on tactics like improving
open rates. Your C-level execs typically don’t care.
Show them the money instead.
3. Demonstrate how your email program
contributes to company success relative
to other marketing functions.
In many companies, poor budget or strategy
decisions often happen because the people making
those decisions are clueless about email’s
contributions.
As in the previous strategy, make the case by
showing how email performs in your company.
Use charts, graphs, entertaining infographics
and any other techniques that articulate email’s
crucial role in achieving key goals, delivering high
ROI and supporting and enhancing other marketing
channels, such as search, social media and
direct mail.
4. Enlist help from other departments.
One of the great things about email is how nicely
it plays with other company departments. If you
can show other departments how certain email
improvements or programs can reduce costs,
improve efficiency and achieve certain goals,
you might be able to persuade them to cough up
some budget or resources.
5. Create more automated programs.
Automation is your best friend. Temporarily reallocate
resources for a one-off email and produce
a simple triggered birthday program, for example,
to help prove the value of more sophisticated
email programs.
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