Presenting Your Holiday Email Program Success to the C-Suite
Deck No. 2 is solely for executives, who have little time and just want the facts. It should focus on a specific holiday timeframe and contain the following:
- a spreadsheet-based executive summary that highlights key metrics and introduces the goal of the deck (e.g., "The purpose of this presentation is to highlight key 2012 holiday email marketing accomplishments and their relevance to 2013 program goals and associated investment");
- the top three industry highlights during the holiday season;
- key holiday metrics abstracted from those mentioned above;
- screenshots of best/worst holiday emails, associated stats and learnings;
- a report on email's role in holiday multichannel success (e.g., the number of Facebook page visits that were driven by your holiday email campaign efforts);
- overall learnings from holiday 2012;
- this year's goals, next steps and requests; and
- reference the full deck for more information.
Don't be afraid to ask for the sale
It may be unrealistic to expect your C-suite to make the jump from last year's level of investment in email to incremental budget in 2013. Use the "this year's goals" section of the executive presentation to ask for the sale.
If you've taken a strategic and methodical approach to presenting holiday email program information to your executive team and you've communicated a clear understanding and road map for 2013 program enhancements, you can feel confident requesting the additional support needed to achieve this year's goals. Rest assured you've done your part to uphold email's unmatched position in the holiday digital marketing mix.
Ryan Phelan is the vice president of strategic services for BlueHornet Networks.