4 Ways to Promote Your E-mail Marketing Program In-House

Those of us who've been in the e-mail industry for a while — and even those who are brand new to the space — recognize the value of an effective e-mail marketing program. Marketers easily can test campaigns and change and implement creative at the drop of a hat.

Of course, that hardly means the corner office will say, “Great, go for it,” when it comes to budget approval on these programs. So here are some actionable steps you can take to promote your e-mail marketing program from within:

1. Prove the affordability and responsiveness of the channel. To prove e-mail is affordable and responsive, first think about the goals of your program and what they mean to the powers-that-be at your company. Are you trying to increase the number of online purchases or total dollar amount per purchase? Is it more important to drive more clickthroughs to your Web site? Or are you trying to ramp up subscriptions to your e-newsletters to gain more advertising revenue? Whatever your reasons, keep them clearly in mind when preparing your numbers. By attaching numbers to your company’s e-mail marketing goals, you'll help your executives see where the program soars and where there are areas that budgetary allowances might help increase revenue.

2. Instill the fear — and your knowledge — of CAN-SPAM. Knowing the legalities surrounding e-mail marketing is paramount to maintaining, and promoting, governance around your company’s e-mail channel. By explaining that you have to maintain opt-outs and adhere to those requests within 10 days, you have the power to insist on a centrally-based e-mail database within your company. Disparate systems companywide can wreak havoc on an e-mail program as customers become confused by different communications from various domains and unrelated communications strategies. Bringing all of your data feeds into one place maintains your customers’ opt-out requests and preferences, and ensures you have a handle on the program — thereby enabling you to show the power of the channel.

3. Make yourself heard internally. Don’t be shy about reaching out to your peers, boss and other executives at your firm to establish your knowledge and expertise in the e-mail space. Get to know and integrate with your Web development team, IT department, communications and public relations departments, and business development team to make sure e-mail is integrated with all other channels across your company.

4. Listen, learn and teach. One of the best ways to promote your e-mail program internally is to show those around you that you’re listening to their goals, learning the most effective ways to help your team achieve those goals and teaching everyone all of your masterful e-mail marketing knowledge. It never hurts to hold an internal e-mail marketing business review to present the numbers and programs to those who might not have as much understanding of what e-mail should mean to them. Encourage open lines of communication with your internal teams, and share relevant articles and research. Work together with colleagues to build programs, and proactively think of new ways to get your company’s message across via the e-mail and online channel.

By keeping these four key steps in mind, you’ll be well on your way to successfully promoting and proving the value of your e-mail program to your company’s decision makers.

Lauren Skena is an account director at Epsilon, an Irving, Texas-based marketing services firm. Reach Lauren at lskena@epsilon.com.

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