Putting it all Together
Now that you know the costs, timeline, and the expected return on investment, you can write a thorough project proposal and present your ideas to upper management for approval. Even if you work for a small, relatively informal company, a proposal will really help you secure the resources and funding you need to implement your email marketing strategy.
Writing a good proposal could mean the difference between having your project approved or rejected. A good proposal follows these guidelines:
Introduction: The first part of the proposal is a high level outline of the goals of the project, estimated timeline and costs, and a brief abstract describing the problem and the proposed solution. It also includes the project leaders and additional staff members that are needed to implement the project.
Need: The next section of the proposal explains in detail the problem the company is having, such as deliverability or tracking issues, poor customer response, need for improved communications, etc.
Objectives: This section explains the specific methodology that will be used – such as the segmented audiences that will be reached, samples of the email templates that will be used, the schedule for the email sends, tactics for performing A/B split tests, and the metrics that will be used to track responses.
Justification: The third section of the proposal explains the proposed solution and it includes the research, evaluation, sample data, and expected ROI.
Timeline: This section provides a detailed timeline of the resources and staff members that are needed to complete the project. It should include approval from the IT department and other employees that will be needed for implementation to show that they are available to participate without interruption to the business. It should also include the training schedule. It also identifies the important dates needed to begin the implementation and the day of the first email send.
Budget: This section provides an itemized list of the one time and recurring costs and the expected ROI per email send. One time costs include integration costs, website updates, customization, etc. Recurring costs include the monthly fees, maintenance costs, etc.
Next Steps: This section outlines the steps needed to get the project started.
Summary: The final section is a brief summary explaining the importance of the project detailing how it will help the company grow and how it will position the company to meet its goals.
Approaching upper management with a detailed project proposal will shorten the time it takes to get approval on the project as it gives them a quick reference guide to the due diligence you put into the project.
Email has become the preferred communication method in businesses today. Following these guidelines will help you implement a budget and strategy that will keep your business in front of your customers for years to come.
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