Balance User Needs With Business Goals

This report articulates a strategic plan for how marketing leaders can improve their email programs and create messaging programs that balance user needs with business goals —appropriate for our post-digital world. Do this by first discerning user needs through panel data, observed behaviors, and direct market research. Then determine your business goal, whether it's to sell products, build loyalty, acquire customers, or educate channel partners. 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 factor in new ideas and examples.