In the world of bulk email delivery, the only size that matters is the size of your campaign’s impact. But before you roll your eyes and say “Oh no, not that analogy again” this isn’t just a clever play on words. Size really doesn’t matter. The only problem is getting company executives to understand that.

Earlier, we talked about the importance of using email campaign management software to follow email delivery rates closely, and weeding out inactive subscribers as a means of lowering your chances of being flagged as spam by overzealous ISPs. But as you’ll likely find out if you report to a higher chain of command, most company execs only view high numbers as a positive and can’t conceive of any way that cutting those numbers could ever help. So how can you convince them otherwise?

One of the simplest ways to do this is to translate everything into language that executives understand. You can’t just tell them that getting blacklisted from an ISP is a bad, bad thing. You have to be prepared to work up charts on the revenue implications of getting blacklisted, which means you have to know exactly how many subscribers you have with each ISP and make a solid hypothetical case for taking action that may seem contrary, but makes all the sense in the world. Good luck.