For Customer Experience Professionals

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	October 14, 2008 Best And Worst Of Email Interaction Design, 2008 Forrester Applies Its Email Interaction Review Methodology To 16 Major Firms by Adele Sage with Bruce D. Temkin, Vidya L. Drego, Andrew McInnes, Rachel Zinser

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Executive Summary

Forrester applied its Email Interaction Review to the email interactions of 16 firms: four each of the largest airlines, banks, department stores, and MP3 player manufacturers. None of the 13 companies that actually responded to our emails passed the evaluation, but Sears and Creative received the highest overall scores. As a group, banks outperformed other industries, while airlines fell to the bottom of the list. We also found a number of best practices, such as Macy's clear instructions for responding, American Airlines' quick response time, and Kohl's easy-to-scan emails. To improve email interactions, firms should evaluate their own email experiences.

TABLE OF CONTENTS

• Examining The Current State Of Email Interaction Experiences
• None Of The 16 Firms Passed Our Email Usability Test
• Email Interactions Had Flaws In Every Category
• Best Practices Exist Among The Flaws

RECOMMENDATIONS

• Improve Email Interactions With A User-Centered Approach
• Supplemental Material
• Related Research Documents

This is an excerpt

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