MediaPost – Getting Email Marketing Done: Lessons From The Sustainability Revolution
“We’re strong on the destination, but we’re weak on getting there.”
That quote is from Auden Schendler’s “Getting Green Done: Hard Truths from the Front Lines of the Sustainability Revolution.” He’s talking about his experiences in greening up the ski resort industry, but his quote also describes many marketers’ efforts to reach their email marketing goals.
Schendler’s book lays out the cold realities for businesses trying to address climate change within their own organizations. Much of his material comes from the trenches of the Aspen Skiing Co., where he is vice president of sustainability and spearheaded many green initiatives.
As I read the book, I kept switching between two modes: my personal and growing “save the planet” focus and my eternal “save email marketing” quest. Budget constraints, unsupportive management and approaches that don’t square with a company’s culture, brand or customer service philosophy — all these challenges Schendler faced are also part of the typical marketing director’s daily diary.
My six takeaways from “Getting Green Done”:
1. Find your fulcrum. I thought I had coined that phrase, but Schendler had used it in his book four years earlier to urge sustainability-minded executives to focus on the opportunity that will deliver the greatest reward. His example: A car company should focus on making its cars more fuel-efficient instead of just greening a few office buildings.
Several of my recent Email Insider columns have urged you to find your company’s fulcrum (the tipping point in your email program that drives the greatest revenue or conversions). While tweaking things like subject lines provide incremental gains, they don’t move the needle dramatically.
2. Learn the internal ROI hurdle rate. You must understand the processes and politics of getting projects funded in order to pass a key test with your company’s finance people.
Find out what ROI your money people expect in order to fund projects. Here’s where the fulcrum approach pays off. A project that promises a big leap in ROI is more likely to get funded than one with the potential for only an incremental increase.
Also important: Find a way to present the project budget request so Finance take part of the credit if successful.
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