Best Practice Report

The Best And Worst Of Email Marketing, 2019

Small Improvements Will Boost Response Rates And Sales

July 22nd, 2019
With contributors:
Mary Pilecki , Nick Monroe , Alex Sobchuk , Rachel Birrell


This report identifies the small fixes that every B2C marketer can make to their email marketing campaigns to boost performance. Forrester reviewed 100 email marketing campaigns across multiple industries. All 100 failed! Emailers consistently fail to facilitate registration, create sharable email content, and instill trust through a complete footer. A nonlinear approach that is customer led, iterative, and broad can generate more and better email ideas. Small improvements can go a long way. This is the seventh time we’ve completed these evaluations. This year’s report uses our revised Email Marketing Assessment version 6.0; read on to learn how to make your email program a fan favorite, not a flop.

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