How to Get Leadership Buy-In for Email Validation

Mar 03 2020

leadership email verification buy in

Email marketers are well aware that maintaining a clean email list can drastically reduce  costs and increase program success. But lately, you’ve become curious about email verification, which speaks to accuracy, authenticity, and the ability to repair these issues when possible.

You’re 100 percent ready to get the email verification ball rolling in your email marketing program, but there’s just one problem: Leadership isn’t on board … yet. We’re the first to recognize that obtaining Leadership buy-in for marketing initiatives often seems downright impossible, but it doesn’t have to be that way.

Follow these 7 tips to gain Leadership buy-in for email validation:

1. Know What Matters to Leadership – It takes more than an expansive knowledge about a product to make a sale; you need to know your buyer, too. Before you even begin creating your proposal, research who you’ll be pitching to and what business objectives really matter to those Leadership members. The goal is for Email Verification to become more than just another item on a list.


2. Prioritize Due Diligence – Thought leaders swear by email verification on Twitter, but a tweet isn’t going to change a Leadership board member’s mind. Prove email verification’s worth by exploring in-depth with research that shows the benefits for your email marketing program. When all else fails, a free trial never hurt anyone.


3. Highlight Credibility – You’ve done your homework, now show off the results. Build your case and illustrate how email verification provides tangible benefits by including relevant metrics from validation white papers and financial model with a clear ROI.


4. Meet With Your Critics – Who on your marketing team is a skeptic? Start local by discussing email verification criticisms with other marketers. Then compare and contrast their opinions with your research. From here, you can more effectively make your email verification case. Plus, if you’re able to gain a CMO’s support for the proposal, your CEO will definitely be impressed.


5. Demonstrate Hard Benefits – Remember, Leadership holds absolute responsibility for success since they oversee everything including managing employees, financial pressures, competitor analysis, and effects from regulatory changes. The bottom line is their primary concern, so illustrate email verification’s ability to remove 90 percent of bad emails, reduce lost leads, improve email deliverability, and increase email marketing ROI.


6. Show Off Soft Benefits – The bottom line reigns supreme, but the soft benefits matter, too. Link your email validation proposal to other soft benefits the business cares about, like customer retention and satisfaction.


7. Tie Your Proposal into Strategic Initiatives – Know your company’s goals, and understand if there are cost savings plans or other initiatives email validation can positively impact.


Ready to start testing email verification today? Let us know and we’ll set up your free trial!

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