Trends Report

Reaching Your Most Valuable Email Customers

Influencers' Attitudes Toward Email Marketing

May 6th, 2010
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributor:
Angie Polanco

Summary

A core group of consumers who value email and are also go-tos within their communities for product recommendations — a group Forrester calls promotion influencers — are email marketers' most valuable customer segment. Emailers should tap into the viral energy of these consumers, make social sharing a part of every email marketing message, and showcase email discounts and deals.

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