Turn Skeptical Clients (& Bosses) Into Insight Email Advocates

If you’ve made it this far in our blog series, you’re probably at the point now where you want to integrate insight emails into your inbound marketing plan…but you’ve likely got one last hurdle to jump across – your client’s or boss’ desk. 

When it comes to exciting new marketing tactics – not everyone is an early adopter. Even though email has been around for quitter some time as a marketing tool, not everyone understands or accepts its broad appeal as an outreach and sales brand ambassador. And, even if your client or boss is warm to email marketing as a standard practice, you might find they’re skeptical of a new way of disseminating, analyzing and formulating those emails. In fact, there mere mention of changing how you’re using email might beg the question – is email still relevant at all? Yikes! 

So, we’ve gone ahead and compiled a list of 5 easy ways to sell even the most skeptical of gatekeepers on the value of insight email marketing. We encourage you to keep them top of mind for your upcoming pitch to ramp up email marketing efforts. 

1. Talk About Email’s Huge Reach – Social Media is great and all, but did you know that there are currently nearly 4 BILLION email accounts currently in use? Twitter and Facebook simply can’t hold a candle to that staggering stat. 
   
   
2. Emphasize ROI – A study conducted by the marketing experts at Exact Target found that for every $1 spent, the average return on email marketing investment is $44.25. That more than proves the worth of your efforts. 
   
   
3. Tell Them How Tracking Works – Building on the ROI stat, your boss or client should know that email marketing is one of the most measurable and track-able inbound marketing tactics there is. There’s simply no grey area when it comes to performance – the raw metrics on things like opens, click through rates and forwards are available for instant and ingoing evaluation. 
   
   
4. Discuss Deliverability and Visibility – Whereas content on Twitter and Facebook can get almost instantly buried by bustling feeds, email tends to have a longer shelf life, particularly in the inbox of an average individual. If you have content that simply must be delivered to more prospects and users, then sending a highly tailored and highly targeted insight email is the most effective and economical way to get the job done. 
   
   
5. Make Sure They Know It’s Micro-Customizable – This is perhaps where insight email is the most potentially exciting and beneficial for your boss or client. With marketing automation software, you can build out highly effective email tracks that let you deliver personal, highly relevant and timely messages to huge swaths of people and organizations at a time. There’s simply no other marketing modality that allows for such highly customized outreach in so few steps. 

Hopefully this will help you answer your key decision maker’s questions about the power of insight email – and why your current email marketing plan may be due for a facelift. 

If you need any additional help fine-tuning your presentation about marketing emails and their effectiveness, why not contact us? We’d be happy to help.