Why Read This
This report highlights key processes that constitute best practices for interactive marketers whose responsibilities include email marketing. In an FAQ format, we address longstanding issues such as how to create relevance and grow lists, when to send, and what to measure. We also address best practices related to new issues that have arisen with email's growing maturity and the introduction of new channels, which has left interactive marketers wondering what new processes they should also master. These best practices should help you increase the value of your email program, provided that your email strategy balances user needs with business goals. This report was originally published on September 6, 2012; Forrester reviews and updates it periodically for continued relevance and accuracy.