Email Marketing

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

Latest Research

  • 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.

  • For B2C Marketing Professionals

    REPORT: Context Enriches Email Marketing

    Make Email A Critical Customer Touchpoint

    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 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.

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