For Interactive Marketing Professionals

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	April 16, 2008 Break Free From Bad Email Introducing Forrester's Four-Step Process To Intentional Email by Julie M. Katz with Shar VanBoskirk, Jennifer Joseph, Emily Bowen

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Executive Summary

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.

TABLE OF CONTENTS

• Marketers Abuse Email Marketing
• The Remedy: Intentional Email
• The ROI Of Intentional Email

RECOMMENDATIONS

• Customize The ROI Model To Your Business
• Supplemental Material
• Related Research Documents

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