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


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.

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