For Interactive Marketing Professionals (Length: 11 pages)

Executive Summary (This is a document excerpt)

Marketers are addicted to bad email habits like over-communicating to subscribers to boost short-term returns. They can clean up sloppy practices by practicing intentional email, a holistic email strategy aimed at increasing long-term return from email subscribers. Marketers can embrace intentional email and estimate its potential return by leveraging Forrester's four-step approach and ROI model. For best results, marketers should calculate return on intentional email based on their own unique business drivers, costs, and partner capabilities.