eBook - Silverpop

While getting the resources for automated
programs can be a key challenge in itself, start
small and build these programs gradually, generating
your success and proof metrics along
the way.
6. Provide external benchmarks to show
where the company is leaving money on
the table or overlooking
other improvements.
These industry benchmarks can help you prove
why you need the resources to turn that confirmation
email into a welcome series, or launch
a cart-abandonment program or post-purchase
lifecycle series.
7. Educate management on
what’s possible.
Case studies, research and white papers can
show those above you how other companies
were able to deploy specific email programs
that produce killer results. Be choosy in what
you select, and highlight the key points to conserve
your boss’s time and attention.
Material is everywhere around you; you just need
to find it and cull it into a small but powerful information
set.
8. Use external resources to get
the job done.
Beg, borrow or steal budget and resources. If you
don’t have the bandwidth to work on a specific
goal or project, see if you can outsource it to a
consultant with a track record on your issue or to
your ESP or other third-party vendor that could
help you get the project completed.
9. Carve out a specific time to focus
on improvements.
This last item is also the hardest for marketers
who get pulled in many directions. However, your
journey to a more successful email program starts
with this single step.
Block out a few hours each week – go on, lock it
into your calendar – and use it to brainstorm, develop
your case or work on that onboarding email
series you’ve wanted to do for years.
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