As an email professional, you know everything you should be doing to get a successful campaign out the door. Whether this is personalising your emails to dramatically increase response, providing relevant content to increase engagement or sending those all important triggered messages at the right time of the customer lifecycle. Your boss, however, simply sees’s lots of money coming in from your ‘batch & blast’ program every time you send an email and also notes how cost effective it seems compared to all his other marketing costs. So getting new initiatives off the ground requires an education to justify why new and advanced email marketing initiatives are worth the investment. Here are some tips for this:
Show the damage
You might be reporting KPI’s like open rates and clicks – but these have little meaning. Shock your boss by showing how many customers simply aren’t opening your emails (expect 60%) and highlight how quickly customers are getting fed up with your emails by showing open rates of new customers over each email they receive, known as the ‘Lifecycle Report’ in Maxemail.
By doing this, you can start to build a story around why your customers are not opening your emails (generic blasts that have nothing of interest & relevance to them) and what the appropriate action is (send relevant, tailored and valuable emails).