For Interactive Marketing Professionals

Combing Through Clicks

The Role of Reporting and Analytics in E-mail Marketing Applications

by David Daniels, February 15, 2007

A recent JupiterResearch executive survey shows marketers ranked the ability to save and recall reports for later use as the third most important feature in e-mail marketing applications (EMAs). This finding indicates marketers want to perform analysis . . .

For Interactive Marketing Professionals

E-mail Marketing

Assessing Relevance and Use in Reaching Small Businesses

by Sonal Gandhi, February 12, 2007

E-mail is an important tool in marketing to small-business decision makers. There's further evidence of its growing potency and effective use by business-to-business (B-to-B) marketers.

For Interactive Marketing Professionals

US E-mail Marketing Consumer Survey, 2006

E-mail Marketing Attitudes and Behavior

by David Daniels, February 7, 2007

Forty-three percent of e-mail users believe signing up for permission-based e-mail from retailers and banks leads to more unsolicited e-mail, while nearly one-third believe the unsubscribe button in e-mail offers does not work. Despite such attitudes . . .

For Interactive Marketing Professionals

Borders Uses E-mail Marketing to Drive Off-line Store Traffic and Revenue

by David Daniels, January 17, 2007

For Interactive Marketing Professionals

The Road to Relevance

Exploring Effectiveness of Integrated Marketing

by David Daniels, January 17, 2007

Marketers must adopt new tactics to improve campaign results in a cluttered channel. Consumers will continue to vote with their attention and wallets, and marketers continuously broadcasting irrelevant messages to the same clients will surely be the first . . .

For Interactive Marketing Professionals

The Best And Worst Of Email Marketing In 2006

Forrester Applies Its Review Methodology To 63 Email Marketing Programs

by Shar VanBoskirk, December 27, 2006

Forrester applied its Email Marketing Review methodology to 63 email programs from the business products and services, consumer goods, financial services, media, retail, and travel industries. Despite significant maturity in email marketing since conducting . . .

The Email Marketing Vendor Landscape

A Directory Of Specialists In Email Marketing Delivery And Services

by Shar VanBoskirk, October 6, 2006

Email marketing software vendors and service providers deliver the technology, delivery assurance services, measurement tracking, and strategic advice necessary to create and deliver competitive email programs. In December 2005, we published a detailed . . .

For Interactive Marketing Professionals

Email Penetration Calculator

by Shar VanBoskirk, August 21, 2006

The days of booming email growth are over. Forrester believes that all consumers interested in receiving promotional emails have already opted in. What is marketers' best bet to gain subscribers? Convince existing email fans to allow a broader array of . . .

Email Marketing Best Practices

by Shar VanBoskirk, August 17, 2006

Email marketing is a mainstay of the interactive marketing mix. Yet concerns about email fraud and overcrowded inboxes are deteriorating consumers' once positive outlook toward email. This workbook reveals consumer attitudes about email marketing, how . . .

Interactive Marketing Channels To Watch In 2006

by Shar VanBoskirk, April 27, 2006

Email and search marketing are now the foundation of most interactive marketing programs. But marketers are also enthusiastic about emerging channels like social networks and RSS. What stops more marketers from testing these and other new channels like . . .

Rocketseed Shakes Up Business Email Complacency

by Rebecca Jennings, March 24, 2006

Everyday outbound corporate email remains an ignored branding and marketing channel, even though many customers prefer it as a communication channel with companies. Rocketseed's intelligent business email service looks set to challenge this inertia, providing . . .

B2B Email Marketing Best Practices: Hewlett-Packard

A Case Study of HP's "Technology At Work" Email Marketing Program

by Shar VanBoskirk, February 21, 2006

B2B firms are aggressively moving more money into email marketing. But badly targeted, irrelevant business emails irk customers, don't generate sales or satisfaction, and can tarnish customers' perception of a once-trusted brand. Built gradually over . . .

Email Postage: Here At Last

AOL's Goodmail Deal Signals A Shift Toward Email Postage As A Cure For Spam

by Shar VanBoskirk, February 9, 2006

AOL's plans to replace its proprietary whitelist with Goodmail Systems' CertifiedEmail introduce email postage as a way to manage spam. It's about time — Forrester argued back in 2003 that imposing an economic cost to email delivery would be the . . .

Email Marketing Service Providers Scorecard Summary: Responsys

Key Findings From "The Forrester Wave™: Email Marketing Service Providers, Q4 2005"

by Shar VanBoskirk, December 22, 2005

Email standalone Responsys has re-emerged as a leader in the email marketing space after completely overhauling its platform and corporate strategy this past year. Its interface, dynamic content, reporting, and integration capabilities are particularly . . .

Email Marketing Service Providers Scorecard Summary: Epsilon Interactive

Key Findings From "The Forrester Wave™: Email Marketing Service Providers, Q4 2005"

by Shar VanBoskirk, December 22, 2005

Formerly Bigfoot Interactive, Epsilon Interactive has the most scalable platform and one of the most comprehensive feature sets in the industry, making it a solid choice for large companies seeking to execute high-volume, dynamic campaigns. The company's . . .

Email Marketing Service Providers Scorecard Summary: RightNow Technologies

Key Findings From "The Forrester Wave™: Email Marketing Service Providers, Q4 2005"

by Shar VanBoskirk, December 22, 2005

CRM vendor RightNow Technologies includes both a hosted and an installed email marketing solution in the marketing module of its product suite, which also includes sales force automation and customer service applications. Although RightNow fails in several . . .

The Forrester Wave™: Email Marketing Service Providers, Q4 2005

Evaluation Of Top Email Marketing Service Providers Across 75 Criteria

by Shar VanBoskirk, December 22, 2005

Despite consumer concern over spam and email fraud, spending on email marketing is still strong. Our review of nine email marketing vendors reveals that integration with other applications, dynamic content capabilities, and flexibility of the data model . . .

Email Marketing Service Providers Scorecard Summary: CheetahMail, An Experian Company

Key Findings From "The Forrester Wave™: Email Marketing Service Providers, Q4 2005"

by Shar VanBoskirk, December 22, 2005

CheetahMail has made little progress toward the multichannel marketing ideal that it promised when it was acquired by database marketing company Experian in March 2004. The vendor continues to dominate in retail and gets good marks for campaign management. . . .

Email Marketing Service Providers Scorecard Summary: Premiere Global Services

Key Findings From "The Forrester Wave™: Email Marketing Service Providers, Q4 2005"

by Shar VanBoskirk, December 22, 2005

Longtime email blaster Premiere Global Services is a contender in the email marketing services market because of its ability to execute coordinated fax, SMS, and email campaigns. However, it trails competitors in some email best practices, such as easy . . .

Email Marketing Service Providers Scorecard Summary: Digital Impact, An Acxiom Company

Key Findings From "The Forrester Wave™: Email Marketing Service Providers, Q4 2005"

by Shar VanBoskirk, December 22, 2005

Longtime email marketing agency Digital Impact (DI) provides enterprise-level email marketing solutions primarily in a full-service capacity. Although it is capable of supporting most marketers' needs through a combination of its capable platform and . . .

Email Marketing Service Providers Scorecard Summary: Harte-Hanks Postfuture

Key Findings From "The Forrester Wave™: Email Marketing Service Providers, Q4 2005"

by Shar VanBoskirk, December 22, 2005

Harte-Hanks Postfuture, now the small email arm of database marketing giant Harte-Hanks, provides one of the simplest dynamic content and transaction email functionalities available. But the vendor is still working through its strategic direction as a . . .

Email Marketing Service Providers Scorecard Summary: Yesmail

Key Findings From "The Forrester Wave™: Email Marketing Service Providers, Q4 2005"

by Shar VanBoskirk, December 22, 2005

Email veteran Yesmail has made no improvements to its platform for at least two years — which means that clients who require any nonbasic functionality like multichannel segmentation, dynamic content campaigns, or even integration with Web analytics . . .

Email Marketing Service Providers Scorecard Summary: DoubleClick Email Solutions

Key Findings From "The Forrester Wave™: Email Marketing Service Providers, Q4 2005"

by Shar VanBoskirk, December 22, 2005

DoubleClick Email Solutions is still one of the largest vendors in the email marketing space, despite a turbulent year structurally. The bubble survivor transitioned this summer into a private company through a sale to equity fund Hellman & Friedman . . .

B2C Email Marketing In Europe: 2004 To 2010

Drivers Of The European B2C Email Marketing Space

by Fiona McDonnell, October 5, 2005

The market for email services in Europe will more than double in the next five years to €1.25 billion, as more consumers go online — and, in particular, as they upgrade to broadband and become more receptive to content-rich emails. Marketers . . .

How To Get Your Marketing Email Delivered

by Shar VanBoskirk, September 28, 2005

Looking for a checklist to help you get your email delivered? In addition to list scrubbing, testing, and monitoring delivery, practices such as customer-focused opt-in processes, outsourcing delivery monitoring, authentication, and accreditation will . . .