Email Marketing

Email marketing refers to marketing messages conveyed electronically to consumers, businesses, or both.

Latest Research

  • For B2C Marketing Professionals

    REPORT: Now Tech: Email Marketing Vendors, Q3 2018

    Forrester's Overview Of 38 Email Marketing Vendors

    August 20, 2018 Shar VanBoskirk

    You can use email marketing vendors to deploy compliant email messages and innovate with the email medium. But to access these benefits, you'll first have to select from a diverse set of vendors — vendors that vary by size, functionality, geography, and vertical market focus. B2C marketers should use Forrester's Now Tech report to understand the value they can expect from an email marketing provider and select vendors based on size and functionality.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Email Marketing Service Providers, Q2 2018

    The Eight Providers That Matter Most And How They Stack Up

    June 20, 2018 Shar VanBoskirk

    In our 26-criteria evaluation of email marketing service providers, we identified the eight most significant ones — Adobe, Cheetah Digital, Epsilon, IBM, Oracle, Salesforce, Yes Lifecycle Marketing, and Zeta Global — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals make the right choice.

  • For B2C Marketing Professionals

    REPORT: The Forrester Tech Tide™: Martech For B2C Marketers, Q2 2018

    Twenty Technologies Underpin Modern Marketing

    April 5, 2018 Mary Pilecki, Stephanie Liu, Erna Alfred Liousas, Tina Moffett, Ryan Skinner, Joe Stanhope, Rusty Warner

    Marketing technology (martech) is essential to delivering contextually relevant experiences to consumers. Firms are continuously evaluating and adopting a range of martech to support customer obsession, but the hundreds of technology solutions present a tangled web of options for today's marketer. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the martech categories that support modern marketing. B2C marketers should use this report to help shape their firm's investment approach to these technologies.

  • For B2C Marketing Professionals

    REPORT: The Next Chapter For Email Marketing

    Use Email To Support Customer Journeys, Not To Pitch Promotions

    October 2, 2017 Shar VanBoskirk

    Customer-obsessed marketers should spend their resources developing email into the linchpin of the customer journey, instead of just continuing it as a promotions vehicle. This report explains how to treat email as more than just an advertising medium by innovating around email content, templates, and experiences. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Marketers: Use Email To Cultivate Your Relationship With Loyal Customers

    Best Practices For Retaining Relationships Through Email

    January 31, 2017 Emily Collins, Rebecca McAdams

    Loyal customers engage more, spend more, and are more likely to consider and recommend a brand for future purchase. Yet loyalty and email marketers communicate with them the same way they connect with everyone else: interchangeably and without regard for relevance. In this report, we provide you with best practices to improve the way you communicate with loyal customers and turn email from a nuisance into a relationship builder.

View all research

Analysts Who Cover Email Marketing

View all related analysts