Well, in my most recent case, the buy-in part was really made easily by assembling a team of people who were all going to touch at least some part of the project. We don't do many automated programs at this point (that's changing soon, though, thank goodness), and what we DID do was send lots of separate messages for new product announcements, additions/removes from our various databases, etc. No real coordination. We took a step back and really examined the communications that had been sent out over the last 15 months or so, and found some glaring things we were able to start changing pretty quickly. As part of this, we re-vamped out newsletter programs with very specific & curated content plans to help curtail extraneous sends that weren't being acted upon. Not only did we remove messages from our customer's inboxes and provided them with newsletters that gave them pertinent updates, we're also using this as a vehicle to bring our global marketing team up to speed with dynamic content and providing super specific, highly targeted-and therefore actionable-content and messaging. Email marketing isn't an "island project"-you have to have a team of people committed to making the customer/prospect interaction with your brand the most engaging it can be! We are still in a growing phase with some marketing managers in terms of strategy for their campaigns, but having everyone bought in to few > many campaigns and dynamic content > "let's just send everyone the same thing like we've done since 1998!" and letting our customer actions help guide the plans...it's already showing some good things.