How can I build a case to try new tactics?

While email marketing is a solid tactic, my response to this question is “don't put all your eggs in one basket.” Similar to investing, you want to diversify your investments or tactics in this case. Experimentation is key for better understanding what’s working and what’s not working. This also gives you a better opportunity to meet your customers and prospects where they are.

With proper tracking and reporting, you can experiment and let the data speak for itself. This will allow for an objective read-out on new tactics. New tactics don’t have to be risky either. You can start “small” and scale from there based on the results.

Ultimately, trying new tactics can be low risk with high reward. You won’t know what’s working and what’s not working without giving it a try.