Email Marketing

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

Latest Research

  • For B2C Marketing Professionals

    REPORT: The Next Chapter For Email Marketing

    Vision: The Email Marketing Playbook

    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.

  • For B2C Marketing Professionals

    REPORT: Context Enriches Email Marketing

    Road Map: The Email Marketing Playbook

    January 27, 2017Rebecca McAdams, Shar VanBoskirk

    Shifting email marketing efforts to support customer context need not be a complete departure from marketers' existing email best practices. In fact, just expanding your current use of business context, response metrics, and triggered programs can help usher in customer context. This report of Forrester's email marketing playbook will tell you how to create a road map to incrementally improve your current email marketing habits and staff to launch broader contextual marketing efforts at your firm. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For CMO Professionals

    REPORT: US Digital Marketing Forecast: 2016 To 2021

    Digital Media Investment Will Near $120 Billion In Five Years

    January 24, 2017 Shar VanBoskirk

    By 2021, CMOs will spend nearly $119 billion on search marketing, display advertising, online video, and email marketing. Over the next five years, search will lose share to display and social advertising while video will scale. These changes reflect a new emphasis on quality over quantity, a dynamic that will reintroduce human intervention into programmatic ad buying, turn marketers into growth hackers, and put long-tail publishers out of business.

  • For B2C Marketing Professionals

    REPORT: Positive Email Attitudes Continue

    Landscape: The Email Marketing Playbook

    January 3, 2017Rebecca McAdams, Shar VanBoskirk

    Forrester has evaluated consumer email attitudes over the past four years, using our Consumer Technographics® data from 2012 through 2016. Overall, attitudes toward email have become increasingly positive. This report presents current email attitudes and recommends ways that marketers can harness consumers' positive email sentiments. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to incorporate new research and the most recent data from Forrester's Consumer Technographics North American Online Benchmark Survey (Part 2), 2016.

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