The document discusses how to determine the implementation of email marketing programs and sell them to management. It recommends talking about design, content, timing, and frequency rather than opens, clicks, or deliverability. The math to calculate annual revenue from a program is provided. Implementation costs, labor hours, and projected revenue from basic to more advanced programs are shown. Automated programs have low maintenance costs and ROI revenues offset the initial development costs over time. Know implementation costs and translate metrics to dollar values when presenting to executives.