In our last post, we introduced the benefits of an email testing and deliverability platform and how it connects your entire pre-send and post-send workflow.
But if you’re reading our blog, chances are you already understand how a testing platform will benefit your email program. Your organization, on the other hand, may need a bit more convincing.
So today we’re discussing the five most common objections you may face when considering bringing a platform on board. Then, we’ll teach you how to build your business case and turn skeptics into champions.
Want to learn more about email testing platforms? Grab a copy of The Inbox Advantage, our buyer’s guide that will equip you with everything you need to pick the right solution for you.
You’ll walk away knowing how to:
- Evaluate platforms on key criteria
- Ask the right questions during procurement
- Set your team up for long-term success
In this post, we’ll give you a sneak peek of what to expect in The Inbox Advantage. Download the full buyer’s guide to share with your team.
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Addressing Common Objections
It’s worth investing in a specialized email testing and deliverability platform, but not everyone on your team may agree.
Here are the top five objections we hear from clients, and the responses we recommend to make your case.
Objection #1: “Our ESP works just fine”
Most ESPs do have limited functionality when it comes to email rendering across devices. But previewing is only part of a comprehensive testing strategy.
How to respond: Discuss email testing holistically as a workflow that includes previewing and proofing, collaboration, accessibility checks, translation and QA workflow management.
Objection #2: “We already have too many marketing tools”
It’s true that most marketing teams have complex tech stacks—60% of B2C organizations use up to 15 tools. Adding one more can lead to some resistance.
How to respond: Explain that adding a comprehensive testing and deliverability platform can consolidate many tools under one umbrella—and make the entire marketing stack more effective.
Objection #3: “We don’t have any deliverability issues”
Marketers who rely on their ESP may think that a 99% delivery rate means good deliverability. But an email sent is not the same as reaching the inbox.
How to respond: Break down delivery vs. deliverability metrics and explain that ESPs have an extremely narrow view of inbox placement, especially across dozens of mailbox providers.
Objection #4: “Our budget’s already allocated”
Marketing teams must constantly justify their spend, especially during belt-tightening periods or economic downturns.
How to respond: Discuss future flexibility. Calculate the ROI from better deliverability as a concrete way to offset additional spend.
Objection #5: “We’re locked into a contract with our current vendor”
Sometimes, it’s simply not the right time. Vendor lock-in can keep marketing teams trapped in contracts with bad platforms.
How to respond: Use this time to plan ahead. Partner with your procurement team to prepare cancellation pathways for existing vendors.
“An ESP’s job is not to serve deliverability analytics in real-time. Inbox Monster is the first place we go to see if we have a deliverability issue.” ~ Nick Woodward, Senior Director of Engineering, Morning Brew Inc.
Turn Skeptics Into Champions
Now that you’re equipped to address the most common objections, the next step is to tailor your pitch to all your various stakeholders.
Here’s how to take a department-specific approach to building your business case.
Marketing
A marketer’s core mission is to acquire new customers and create a user experience that keeps them coming back for more.
Earn your marketing peers’ support by demonstrating how an email testing and deliverability platform enhances the entire customer lifecycle and strengthens retention. Better-performing emails = happy customers.
Creative
Odds are, your current email testing and QA process leaves lots to be desired. And it’s the creatives often begging for change.
Gain solidarity from email and brand designers by showing how automating QA workflows makes their lives easier. By streamlining edits, proofing and approvals, they can create messages with confidence.
IT & Engineering
Domains, IPs, DNS records, DMARC—the world of email marketing can’t run smoothly without IT involved.
Get their buy-in by explaining how reducing the burden on engineering resources benefits the business. Instead of troubleshooting authentication and deliverability issues, they can focus on building better products and services.
Leadership
For senior leadership and the C-suite, it’s all about delivering real results and ROI—fast.
Win over the highest-level stakeholders by translating email testing and deliverability gains into dollars and profits. Every additional email that converts has an incremental impact on the bottom line.
“Inbox Monster helps us protect both our infrastructure and educate our customers. The support we get is absolutely fantastic. People at Inbox Monster aren’t afraid to dig deeper.” ~ Tam Bond, Head of Messaging Operations, Dotdigital
A Compelling Argument for Better Email Testing
Onboarding an email testing and deliverability platform is a team effort. And that includes the team behind the platform itself. The right experts by your side can make software evaluation less exhausting and more exciting.
Our buyer’s guide, The Inbox Advantage, gives you no-nonsense advice on selecting a provider that can offer true partnership.
- Evaluate the features that matter most, including creative rendering, email QA, reputation management and more.
- Navigate the buying process with confidence with key procurement questions.
- Access a vendor evaluation checklist to use in a request-for-proposal (RFP) process.
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