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For Customer Experience Professionals

Best And Worst Of Email Interaction Design, 2007

Forrester Applies Its Email Interaction Review Methodology To 16 Major Firms

April 23, 2007

Primary author headshot


  • By Moira Dorsey
  • with Adele Budovsky,
  • Bruce D. Temkin,
  • Vidya L. Drego,
  • Ross Popoff-Walker,
  • Steven Geller

Why Read This Report

Forrester applied its Email Interaction Review methodology to the email experiences at 16 firms — four of the largest credit card issuers, consumer electronics retailers, PC manufacturers, and wireless providers. Of the nine companies that actually responded to our emails, none passed, but Circuit City received the highest overall score. Despite the many problems that we found with these email interactions, we also found a number of good practices like Wal-Mart's email headers, Dell's email reply process, and Gateway's placement of privacy policies. To improve email experiences, firms should follow a user-centric approach to designing email interactions.

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Table of Contents

  • Examining The Current State Of Email Interaction Experiences
  • Email Customer Service Fails The Test: None Of The 16 Firms Passed
  • Flaws In Every Category
  • Email Interaction Best Practices Among The Flaws

  • Improve The Email Channel
  • Supplemental Material
  • Related Research Documents