How to Earn Budget and Buy-in for Email Promotion

March 16, 2023




As a marketing leader, you know email is one of the most powerful methods for generating leads, nurturing prospects, and keeping customers engaged long term. And despite some thought leaders continuing to predict email’s imminent death, it’s only grown stronger.

According to data from HubSpot, 4 billion people use email at least daily, and 81% of B2B marketers say email is still their most-used form of content marketing. Of course, much of email’s popularity is due to its consistent success rates and favorable ROI. According to Litmus, every $1 spent on email promotion generates an average of $42.

And yet, it can still be challenging to secure budget for email promotion. In this blog post, we’re sharing insight to help you convince senior decision-makers that it’s worth the investment.

Email promotion 101: quick refresh

In case you need a quick refresher, email promotion is a method of communicating an offer to incentivize an audience to take a specific action, like making a purchase, downloading a piece of content, or signing up for an event. When successful, promotional emails ignite engagement, guide prospective customers onto the next phase of the buyers’ journey, and drive revenue. 

The primary focus of email promotion is to get the word out about a specific offer. (For example, a product discount, access to exclusive content, or an invitation to a webinar, conference, or one-on-one call.)

Usually, the offer is introduced through well-written copy tailored to the audience segment’s unique needs, challenges, and pain points. These emails also include a compelling call-to-action that encourages the recipient to act quickly.

Making a case for email promotion: 5 things to highlight

Some senior leaders aren’t fully bought into email promotion in 2022, and many are under the false presumption that it’s no longer an effective way to spend marketing funds. Here are five talking points to help illustrate that email has withstood the test of time and is poised to continue driving success into the future:

1. Increased Brand Awareness 

As you know, staying in contact means keeping your brand top of mind. By sending your prospects a regular cadence of emails (without overwhelming their inboxes), you can ensure they’re well-nurtured and well-aware of what you can help them achieve.

Show senior decision-makers how expertly crafted emails give a helpful glimpse into what it might look like to work with your company, offer you an opportunity to share value, and ensure that you’re on their radar when they’re ready to buy. Consider providing some examples of powerful brand awareness emails to drive your point home.

2. Near-Immediate Connection 

Be clear about how quickly email can drive engagement. One data point worth mentioning is that most users spend about three hours per day checking their business email accounts, according to Adobe.

Remind senior leaders that many of us start and end our workdays, communicate with peers, and fill time between meetings by checking our email. Many of us even struggle to resist scrolling through our inboxes after hours.

The bottom line they need to understand is, once your brand sends an email, there’s a good chance the recipient will see it relatively quickly.

3. Requires an Action

Explain that when a prospect receives an email, they have three options: open it, delete it, or save it for later. No matter which they choose, email requires them to do something. And if you’re targeting the right people at the right time with the right message, there’s a good chance they’ll at least skim the content. If you include an irresistible offer and a compelling call-to-action, then there’s an even greater chance they’ll click through.

This is another place where an example can come in handy. Show your decision-makers an email that leverages captivating copy and an enticing offer to prove how well email can drive action.

4. Email Offers Targeting and Personalization Opportunities

Modern marketers know the days of “spray and pray” marketing are over. Today, buyers not only prefer personalized messaging — they expect it.

Many senior decision-makers assume that personalization is extremely expensive or unattainable. But fortunately, it’s easier than ever to segment, customize, and personalize email messaging to ensure you’re sending the right offer to the right individual. And if you work with email marketing experts like the ViB team, you can ensure those emails are also landing in audiences’ inboxes at the right time.

In other words, providing you the budget you need to work with an experienced email promotion partner will generate a healthy ROI and help meet the key organizational goals senior leaders value most.

5. Email is Cost-Effective

Senior decision-makers are hyper-focused on driving a healthy bottom line. Fortunately, that’s where email promotion thrives. Compared to other marketing channels, email remains one of the most affordable — especially when you factor in how many people you can reach in one fell swoop. And because email is highly trackable, it’s easy to get an accurate picture of each campaign’s performance.

Of course, it’s crucial you explain that simply sending promotional emails doesn’t guarantee a healthy return. Successful email requires high-quality content, a captivating offer, an expert strategy, andaccess to the right database. By securing the budget and buy-in to support those four things, your email promotion will become a revenue-generating machine — and the company will have you to thank for making it happen.

Ready to expand your reach and improve your email marketing results? Learn more about ViB Emails!

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