How US Marketers Use Email

Forrester periodically surveys marketers to get a pulse on how they employ the most veteran of tools in their interactive toolkits — email. We've found that more business-to-consumer (B2C) than business-to-business (B2B) firms use email; email budgets were idle in 2011; and email marketers expect email to get more effective, even though they don't comprehensively employ best practices yet. To get more out of email programs, Forrester recommends that marketers invest in analytics, use clean lists, implement device detection, focus on relevant content before employing rich media, and incorporate social media into their email programs. This report describes the email marketing landscape for interactive marketers.