As companies are winding down their fiscal year by blasting out deals and trying to drive consumers to shop with them, there is this strange thing going on behind the scenes in email marketing departments: 2012 budgeting.
As someone who has gone through quite a few budgeting exercises in his career, I can safely say that I have survived most of them with little bloodshed. There were some years where the email budget was not increased due to "other priorities", but there were other years where I simply did not do the best job I could at convincing others of the importance of getting more money to do what I wanted to do.
Here are a few simple, yet often overlooked ways for my email marketing brethren to get more budget for 2012:
Back up everything you want to do with realistic numbers. CMO's and executive types love numbers. If you want to implement a lifecycle strategy which you know will bring...