Executive Summary (This is a document excerpt)

Forrester surveyed 260 email marketers to better understand the challenges they face in their email organizations. We found that the business processes guiding most email organizations are less sophisticated than their years of experience would predict. Email organizations require higher-level strategies; better approaches to testing, metrics, and analytics; and more grounded testing and tracking programs. Marketers should use Forrester's Email Marketing Review — along with a business case for improving email processes — to help strengthen email organizations and improve results.

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