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This is the Vision report in The Email Marketing Playbook.

For Marketing Leadership Professionals

The New Messaging Mandate

August 8, 2012

By Shar VanBoskirk with David Truog, Robert Brosnan, Ari Osur, Elizabeth Komar

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Why Read This Report

This report lays out Forrester's vision of email marketing for interactive marketers: Integrate email into a multichannel conversation that includes a number of non-email communication vehicles. Why? Because direct messaging options have proliferated to include myriad digital channels such as email, social media, SMS, and mobile app push notifications. To meet user expectations across all of these and create business value, marketers must shift to what Forrester calls customer-focused integrated messaging. This report is an update to "The New Messaging Mandate," originally published on January 9, 2012.

Tags: Email Marketing & RSS, Integrated Marketing (Cross-Channel), Interactive Marketing Strategy and Process, Marketing & Strategy, Marketing Communications, Marketing Messaging, Media Mix
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TABLE OF CONTENTS

  • Users Already Integrate Digital Messaging . . .
  • . . . But Marketers Haven't Kept Pace With Users' Expectations
  • Introducing Customer-Focused Integrated Messaging

  • WHAT IT MEANS

    Integrated Messaging Will Boost Interactive Maturity
  • Supplemental Material
  • Related Research Documents
 
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