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Tips & Insights

How to Sell Email Metrics to Management

You may be a long-time user, or you may have just signed up to Email Meter (or any other email metrics platform). But you've seen the metrics, you see the value in them and you think your organization could benefit from them.

But how exactly can you help your management team see the value in email metrics?

Know your metrics

Familiarize yourself with your dashboard, understand what each metric is, and how it's relevant to your team and business.

Choose the right metrics to share with management

Now, consider what's most important for your management team. If they've been pushing for more cold outreach emails for sales, consider sharing outbound volume with them. If there's been interest in reducing your team's response time, share the response time metrics with them.

Tie as many metrics to revenue as possible

Managers are generally very numbers-oriented people, and for good reason. Businesses need to make money. So if you can, tie as many metrics to revenue as possible. For example, if you spot that an increase in outbound emails correlates with an increase in sales, or that an increase in response times correlates with an increase in churn.

Present the data and findings

Here a slideshow with some interesting metrics and insights can be the best way to get your point across. You can also export your email metric data with a raw data export, and feed it into a spreadsheet or BI tool to create your own visualizations.

Show how that data has impacted other areas of the business

Again, as many correlations as possible will help to show why email data can be a good predictor of other parts of the business.

Was there a missed deadline in a certain department? Look for a breakdown in communication within that department.

Did a certain salesperson make an unusually large number of sales? Look for changes in email volume and response time.

Did a big client cancel? See how many times they've email you in the last few months, and if it's changed.

Show how your email data measures up against industry benchmarks

You can check how you stack up against others in your same industry, company size and job role. If your company has an unsually slow response time, or very high email volume for your industry, this is definitely something your management team could find interesting.

Explain how it will impact them in the future

Look into the future and think about how you can use this data to help management and your company in the future. For example, trend prediction can help with a number of things, such as staffing numbers and manpower allocation. Particularly busy periods can often repeat, so these trends can show your management what to expect, and then plan accordingly.

Have a schedule for your future reports, understand who they'll be shared with

Have a clear action plan ready for what would happen next if you started using email analytics in your business. Plan who will receive reports for certain inboxes or departments, how often, and how they will be delivered.

Email metrics can be an incredibly powerful way to get useful insights to those who need them in an organization. If you've seen the benefit and want to share it, then these steps should prepare you with everything you need for success.

Of course, we're here to help you with any questions you may have! You can book a demo here to explore how we can help, or reach out to us at hello@emailmeter.com

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