The sooner you solidify your email strategy, the sooner you’ll engage your customers and audience with powerful, revenue-strengthening messages. In this edition of The Email Minute, Shane Phair gives some advice on how you can advocate for email marketing in your workplace.
Transcript: Advocating For Email
We hear this all the time: I know how valuable email marketing is, but I don’t have company buy-in to do it right. How can I convince my boss and my team to make email more of a priority?
Hi, I’m Shane Phair, Senior Vice President of Marketing here at Campaign Monitor, and this is The Email minute.
Sometimes email marketing can be a tough sell to skeptics in your organization. So let’s look at some of the obstacles you may face and how you should address them.
So maybe your boss says, “It’s just email—why should we spend more time and money on it?” Well, email marketing has twice the ROI compared to any other digital channel. Also, the majority of time spent online by your customers is used, well, checking their email. So email marketing is well worth your time and well worth your money.
So then they may come back and say, “Can’t we just get the same results from social?”
Well, retweeting doesn’t really get you anywhere with revenue.
Statistics tell us that email drives more conversions than any other channel and the ROI from email is more than three times higher than social.
Finally, some skeptics point at email saying, “I get hundreds of emails every day that I don’t care about—why should I invest in that?”
Well, I’d be willing to bet that there are actually some emails that they
always open and that’s because the content is relevant and the content is
interesting.
So to do email right, getting your recipients to actually care about your emails, you need to personalize your messages and make your content relevant. Then they’ll open, then they’ll click, and then you’ll drive more revenue.
Do you have questions or topics you’d like to see explored?
Drop them in the comments below and we’ll try to address them in future episodes of The Email Minute.