Among the various programs in your marketing mix, email marketing surely has the potential to deliver the highest level of return on your marketing dollar investment.  In fact, this measurable ROI success rate has helped email marketing gain attention not just from online marketers in the trenches, but from higher level executives as well.   Are you helping the higher level management in your organization understand the ROI potential of your email program? Have you asked for their commitment to support efforts to capture email profile data at every customer touch point, online and offline?  Here are some considerations for why you need the support from the top.

As your company continues to invest in ways to maximize its email marketing strategy, it is important to take inventory of your assets associated with your email program.  Of all things that work synergistically in your program, such as the system from which you send, your email team, the frequency or type of communication being sent, or the offers or promotions you deliver, it is your list of subscribers that is your key asset.  In fact, recent studies and reports have provided ways to calculate the exact dollar value of each name on your list based on response and conversion rates, allowing you to monetize this asset.   However, efforts solely from the online or email marketing team to grow the subscriber assets are not enough.