Executive Summary (This is a document excerpt)

Forrester applied its Email Marketing Review methodology to 63 email programs from the business products and services, consumer goods, financial services, media, retail, and travel industries. Despite significant maturity in email marketing since conducting a similar assessment in 2003, only one email program scored a passing grade. Media emails score the best but consistently fail online registration. Financial services and B2B marketers trail other emailers as they still struggle with email design basics and staying customer-centric. Forrester recommends that marketers identify email improvements based on industry priorities. And, we encourage emailers to leverage our email marketing review to create emails that humanize the digital experience.

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