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How to align email deliverability and compliance goals with sales and company revenue objectives?

Summary

Aligning email deliverability and compliance with sales and revenue objectives is a common challenge for many businesses. Often, there’s a disconnect between immediate revenue generation (especially from potentially sketchy clients) and the long-term health of your email program. The key lies in framing deliverability and compliance not as obstacles, but as essential components that contribute to sustainable revenue and brand reputation.

What email marketers say

Email marketers often find themselves caught between aggressive sales targets and the realities of email deliverability. They recognize the importance of strong sender reputation but also feel the pressure to drive conversions and revenue. Their insights highlight the need for data-driven arguments and collaborative solutions to bridge this gap.

Marketer view

Email marketer from Email Geeks suggests that marketers often face a significant disconnect between what they are trying to achieve with email campaigns and the short-term revenue goals of the company. This creates challenges when trying to prioritize long-term email health over immediate sales pressures. The core issue is how to effectively communicate the long-term benefits of email deliverability and compliance when the conversation often shifts quickly to immediate cash flow and quotas. This makes it hard to argue against onboarding potentially problematic clients who promise quick revenue.

15 Jan 2019 - Email Geeks

Marketer view

An email marketer from Highspot.com suggests that sales and marketing alignment is fundamental for unified organizational operation. This alignment involves shared communication, strategy, and goals between the two departments. Achieving this alignment ensures that both teams work towards common objectives, leading to improved efficiency and better overall company performance.

20 Jun 2020 - Highspot

What the experts say

Experts in email deliverability and compliance provide strategic insights into navigating the tension between short-term sales goals and long-term email health. They emphasize the importance of leadership buy-in, proactive measures, and a clear understanding of the 'why' behind compliance to drive sustainable revenue growth.

Expert view

Email expert from Email Geeks indicates that aligning deliverability, compliance, and sales is largely a selling problem. This involves effectively communicating the benefits of robust deliverability practices and preventing potential problems before they arise. Critical to this process is strong support from the highest levels of management; securing this executive buy-in might be the initial, most important sales job for a deliverability professional.

15 Jan 2019 - Email Geeks

Expert view

Email expert from Spamresource.com observes that maintaining a positive sender reputation is crucial for deliverability. A strong reputation ensures that emails reach the inbox consistently, directly impacting the success of marketing and sales campaigns. Conversely, a poor reputation can lead to emails being blocked or sent to the spam folder, undermining any sales efforts.

03 Mar 2024 - Spamresource.com

What the documentation says

Official documentation and industry best practices consistently underscore the importance of robust sender policies and proactive client management. These resources highlight that sustainable email programs are built on adherence to established guidelines and a clear understanding of the evolving email ecosystem. Compliance isn't a suggestion, but a necessity for long-term success.

Technical article

Industry documentation from Salesforce states that the main objectives of good email deliverability are to reach the inbox by minimizing spam flags, reducing bounce rates, and effectively managing complaints. These are foundational for any successful email program. Adhering to these principles ensures that marketing and sales emails have the best chance of being seen by recipients, directly impacting conversion rates and revenue.

06 Jun 2023 - Salesforce

Technical article

Industry documentation from Ian Brodie outlines how to build a powerful email marketing strategy using proven goal-setting frameworks. This includes optimizing for opens, clicks, and conversions. The focus is on strategic planning that ensures email efforts are effective and contribute tangibly to overall business objectives, linking directly to revenue generation.

03 Mar 2025 - Ian Brodie

15 resources

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