A lot of people I speak to, whether that be customers or prospects, know that email validation can provide significant benefits, yet sometimes they struggle to make an impactful case for implementation. For me, there are 3 key areas that are often not fully understood, and therefore undersold when building a business case for investment. Heres my advice on how to meet these head-on:
1. Relate back to objectives: organisation-wide and role specific
Time and time again business cases are built and presented without really answering the question is this helping the business get to where it wants to be?, but actually if this isnt done, the probability of allocating budget to your proposal is slim. The very first thing to do is ensure you fully understand the business objectives, and how email validation helps meet them.
Is this helping the business get to where it wants to be?
Typically, businesses will have objectives around 3 key areas:
- Increasing revenue
- Decreasing costs
- Increasing efficiencies
this may also include strategic objectives enabling the business to do things like increase market share, bring a new product to market or gain competitive advantage.
But thats not all. People buy based on what is personally relevant to them, so your pitch should change depending on who it is youre presenting to – if youre talking to a Marketing Director, theyll want to know about how email validation will help increase their pool of prospects, increase conversion rates, or decrease website drop-offs. On the other hand, these arent going to be important to a Contact Centre Manager, who is more likely to be interested in how email validation can, for example, save time on the phone to decrease customer waiting times, or get through more sales calls in a shift.
Find out who it is you need to present to and build the benefits based on what will help them achieve their role-specific objectives – in terms of persuasive power, its the things that really matter to the decision makers (i.e. meeting their objectives) that will have an impact that lasts.
2. Show the numbers: increasing revenue is always a winner
How you can help increase revenue should always be part of your case, so make sure you get the numbers to show tangible evidence. Usually email validation isnt something that attracts additional customers (unless were looking at increased sender reputation which Ill come on to), but a great way to show real value is by looking at missed opportunity cost – how much revenue might your business have missed out on as a result of having incorrect email addresses? If youre using an ESP, you should be able to get the numbers quite easily; this is the basic equation youll need:
Lets say youre not reaching 1000 customers for each email send, your typical conversion rate is 3% and your average order value is £50 – thats £1500 youre missing out on in just one send – multiply that by the typical frequency of sends per annum and the numbers quickly start adding up!
3. Make the best use of the valid email addresses youve already collected
There will also be a number of email addresses youre not able to deliver to if you dont look after your email list hygiene. By removing the bad email addresses using email validation, you can increase your sender score, thus email deliverability – meaning you increase the pool of people who will see your email. Using the conversion rate and average order value you found earlier, you can incorporate how much more revenue you could be generating as a result of identifying and removing bad email addresses.
Gathering the information to demonstrate real benefits can be a time consuming and difficult task, and although you will have the content to your presentation, make sure your delivery is realistic, believable and impactful – after all youll be presenting it to decision makers and potentially other stakeholders. If they dont understand something they may not admit it in front of the group, and theyre unlikely to be bought into your idea – so spend time before the delivery to get fully prepared to tackle each stakeholders individual concerns before you walk into the room.
A great starting point is to get an analysis report of the validity of your current list, and an idea of how many incorrect email addresses youre currently collecting. You can get this by visiting our Email Validation page.