Why Read This
Forrester applied its Email Interaction Review methodology to the email experiences at 16 firms — four of the largest credit card issuers, consumer electronics retailers, PC manufacturers, and wireless providers. Of the nine companies that actually responded to our emails, none passed, but Circuit City received the highest overall score. Despite the many problems that we found with these email interactions, we also found a number of good practices like Wal-Mart's email headers, Dell's email reply process, and Gateway's placement of privacy policies. To improve email experiences, firms should follow a user-centric approach to designing email interactions.