Best Practice Report

Break Free From Bad Email

Introducing Forrester's Four-Step Process To Intentional Email

April 16th, 2008
With contributors:
Shar VanBoskirk , Jennifer Joseph , Emily Bowen

Summary

Marketers are addicted to bad email habits like over-communicating to subscribers to boost short-term returns. They can clean up sloppy practices by practicing intentional email, a holistic email strategy aimed at increasing long-term return from email subscribers. Marketers can embrace intentional email and estimate its potential return by leveraging Forrester's four-step approach and ROI model. For best results, marketers should calculate return on intentional email based on their own unique business drivers, costs, and partner capabilities.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.