Trends Report

Positive Email Attitudes Continue

Consumers Are Satisfied With The Email Experience

January 3rd, 2017
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
Rebecca McAdams, null
Rebecca McAdams
With contributors:
Mary Pilecki , Olivia Dynan , Laura Glazer

Summary

Forrester has evaluated consumer email attitudes over the past four years, using our Consumer Technographics® data from 2012 through 2016. Overall, attitudes toward email have become increasingly positive. This report presents current email attitudes and recommends ways that marketers can harness consumers' positive email sentiments. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to incorporate new research and the most recent data from Forrester's Consumer Technographics North American Online Benchmark Survey (Part 2), 2016.

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