Best Practice Report

Forrester Infographic: Work To Maintain Pandemic-Level Email Marketing Engagement

August 2nd, 2021
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributors:
Mike Proulx , Christian Austin , Luca Russo

Summary

In the decade spanning 2006 to 2016, consumer data showed stable and often improving perceptions of email marketing. But in the years that followed, a paradox emerged: Behavioral responses to email promotions improved even though attitudes toward the medium became more negative. Now, the pandemic has underscored both the resilience of email marketing and the need to use it with caution and empathy. This infographic draws on Forrester and SparkPost data to illustrate US online adults’ changing attitudes to email marketing.

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