Email Marketing

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

Latest Research

  • For CMO Professionals

    REPORT: The US Digital Marketing Forecast, 2018 To 2023

    Diverse Budget Priorities Will Boost Spend To Nearly $150 Billion

    February 7, 2019 Shar VanBoskirk, Brandon Verblow

    By 2023, CMOs will spend nearly $150 billion on search marketing, banner and outstream advertising, instream advertising, and email marketing in the US. Paid search will lose share to shopping and voice search; programmatic banner buys will retrench; television innovation will drive instream growth; and email will woo B2B adopters. These changes reflect budget priorities that vary by marketer sophistication and digital marketing experience. Growth will improve workplaces, agency relationships, and retail outlets.

  • For B2C Marketing Professionals

    REPORT: The Email Marketing Review

    Evaluate The Customer Centricity Of Your Email Programs

    January 4, 2019 Shar VanBoskirk

    This report for B2C marketers explains how to assess email marketing capabilities as well as the quality of the user experience for recipients of marketing emails. Like Forrester's other heuristic review methodologies, it uses a -2 to +2 scale. Applying Forrester's email marketing review allows marketers to identify internal processes that improve and humanize email 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: Forrester Analytics: Email Marketing Forecast, 2018 To 2023 (US)

    ForecastView Document

    December 27, 2018 Brandon Verblow

    Given the proliferation of novel digital marketing channels, decision makers need to understand how a mature channel like email fits into the marketing mix. This forecast provides guidance on how email marketing spending will evolve over the next five years and how that growth will be distributed across three vendor types and 12 industry verticals. We also include forecasts of email users and smartphone email users by age as well as email volume by age and commercial volume. The report contains historical data going back to 2005 and a five-year forecast.

  • For B2C Marketing Professionals

    REPORT: Empowered Customers Inspire Email Innovation

    Your Best Subscribers Will Help You Do More With Email

    October 26, 2018 Shar VanBoskirk

    Forrester routinely studies its consumer data to understand attitudes toward email marketing. This time, we applied Forrester's Empowered Customer Segmentation to our analysis to learn how the most progressive customers use the medium. B2C marketing professionals should read this report to learn how to leverage empowered customers to pilot innovative email marketing efforts.

  • 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.

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