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  • Email Marketing

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  • For B2C Marketing Professionals

    Report

    Report The Next Chapter For Email Marketing

    Use Email To Support Customer Journeys, Not To Pitch Promotions
    October 2, 2017 | Shar VanBoskirk

    Customer-obsessed marketers should spend their resources developing email into the linchpin of the customer journey, instead of just continuing it as a promotions vehicle. This report explains how...

  • For B2C Marketing Professionals

    Report

    Report Marketers: Use Email To Cultivate Your Relationship With Loyal Customers

    Best Practices For Retaining Relationships Through Email
    January 31, 2017 | Emily Collins, Rebecca McAdams

    Loyal customers engage more, spend more, and are more likely to consider and recommend a brand for future purchase. Yet loyalty and email marketers communicate with them the same way they connect...

  • For B2C Marketing Professionals

    Report

    Report Context Enriches Email Marketing

    Make Email A Critical Customer Touchpoint
    January 27, 2017 | Rebecca McAdams, Shar VanBoskirk

    Shifting email marketing efforts to support customer context need not be a complete departure from marketers' existing email best practices. In fact, just expanding your current use of business...

  • For CMO Professionals

    Report

    Report US Digital Marketing Forecast: 2016 To 2021

    Digital Media Investment Will Near $120 Billion In Five Years
    January 24, 2017 | Shar VanBoskirk

    By 2021, CMOs will spend nearly $119 billion on search marketing, display advertising, online video, and email marketing. Over the next five years, search will lose share to display and social...

  • For B2C Marketing Professionals

    Report

    Report Positive Email Attitudes Continue

    Consumers Are Satisfied With The Email Experience
    January 3, 2017 | Rebecca McAdams, Shar VanBoskirk

    Forrester has evaluated consumer email attitudes over the past four years, using our Consumer Technographics® data from 2012 through 2016. Overall, attitudes toward email have become increasingly...

  • For B2C Marketing Professionals

    Report

    Report Balance User Needs With Business Goals

    December 29, 2016 | Rebecca McAdams, Shar VanBoskirk

    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...

  • For B2C Marketing Professionals

    Report

    Report When To Choose A Niche Email Vendor

    A Guide For Unique Email Requirements
    December 19, 2016 | Rebecca McAdams, Shar VanBoskirk

    Even email marketing service providers (ESPs) with the broadest appeal are not always the right fit for some marketers or for every possible situation. This report: 1) identifies when marketing...

  • For B2C Marketing Professionals

    Report

    Report Context In Email Marketing Pays Off

    Use Forrester's Cost-Benefit Calculator To Measure ROI
    December 1, 2016 | Rebecca McAdams, Shar VanBoskirk

    Forrester asserts that marketers should add contextual insights to their email programs. That obviously comes at a cost. In this report, we provide a cost-benefit calculator to help marketing...

  • For B2C Marketing Professionals

    Report

    Report The Best And Worst Of Email Marketing, 2016

    Marketers Struggle To Create A Cohesive Email Program
    November 16, 2016 | Rebecca McAdams, Shar VanBoskirk

    This report helps B2C marketing professionals benchmark their email marketing campaigns against 100 of their peers that Forrester reviewed from multiple industries. Of the 100 campaigns, 90 failed...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report The State Of Retailing Online 2016: Marketing And Merchandising

    Content And Social Media Marketing Are On Retailers' Radar
    October 27, 2016 | Fiona Swerdlow

    Forrester partnered with Shop.org, the digital division of the National Retail Federation (NRF), to conduct its semiannual survey of retailers in the summer of 2016. Retail eBusiness leaders shared...

  • For B2C Marketing Professionals

    Report

    Report Forrester Data: Email Marketing Forecast, 2016 To 2021 (US)

    ForecastView Spreadsheet
    October 14, 2016 | Brandon Verblow

    Given the proliferation of novel digital marketing channels available to businesses, marketing decision-makers may wonder whether more traditional digital marketing channels like email are falling...

  • For B2C Marketing Professionals

    Report

    Report The Email Marketing Review

    Measure Your Email Success
    September 23, 2016 | Shar VanBoskirk, Rebecca McAdams

    This report for marketers explains how to assess email marketing capabilities as well as the quality of the user experience for recipients of marketing emails. Like Forrester's other heuristic...

  • For B2C Marketing Professionals

    Report

    Report Brief: Bad Email Deliverability Hurts Customer Relationships

    Best Practices Can Save You From The Spam Folder
    August 10, 2016 | Rebecca McAdams, Shar VanBoskirk

    Ensuring that email messages make it to the inbox still matters to email marketers. Spam volumes continue to increase, while internet service providers (ISPs) continuously adjust their spam filters...

  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Email Marketing Service Providers, Q3 2016

    Epsilon Leads The Field With An Expanding Strategic Charter
    July 27, 2016 | Rebecca McAdams

    We identified 10 significant email marketing service providers — Acxiom, Adobe, Epsilon, Experian Marketing Services, IBM, Oracle, Salesforce, Selligent, SmartFocus, and Yes Lifecycle Marketing —...

  • For B2B Marketing Professionals

    Report

    Report Brief: Email Can Work For B2B Financial Marketers

    May 13, 2016 | Rebecca McAdams

    Selling financial services products through agents to consumers is not easy. And emails from marketers doing so fall short of Forrester's best practices. This report challenges B2B financial...

  • For B2C Marketing Professionals

    Report

    Report Brief: How To Organize For Email Marketing

    Improve Your Email Program With Storytelling
    April 28, 2016 | Rebecca McAdams

    Email organizations have no standard organization model, have unspecific road maps, are using basic measurement, and are superficially applying customer insights to their marketing. This report...

  • For B2C Marketing Professionals

    Report

    Report Brief: Email Marketing FAQs, February 2016

    Answers To Common Email Questions
    March 22, 2016 | Rebecca McAdams

    This report highlights key processes that constitute best practices for B2C marketers whose responsibilities include email marketing. In an FAQ format, we address long-standing issues such as how...

  • For B2C Marketing Professionals

    Report

    Report Case Study: InterContinental Hotels Group Applies Context To Email

    December 16, 2015 | Rebecca McAdams

    Hosting 130 million guests every year across a family of hotel brands and more than 4,900 hotels in nearly 100 countries around the world, InterContinental Hotels Group (IHG) is focused on...

  • For B2C Marketing Professionals

    Report

    Report The Best And Worst Of Email Marketing, 2015

    December 2, 2015 | Shar VanBoskirk, Rebecca McAdams

    This report helps marketing leadership professionals benchmark their email marketing campaigns against 70 of their peers that Forrester reviewed from the consumer goods, retail, travel, financial...

  • For B2C Marketing Professionals

    Report

    Report Choose The Right ESP For Your Needs

    Assess The Landscape And Your Email Needs
    November 25, 2015 | Shar VanBoskirk, Rebecca McAdams

    This report helps marketing leaders select tools and technologies to enhance their email marketing programs. Most email marketers outsource the delivery of their email marketing programs because it...

  • For B2C Marketing Professionals

    Report

    Report Forrester Research Email Marketing Forecast, 2015 To 2020 (US)

    ForecastView Spreadsheet
    June 14, 2015 | Jitender Miglani

    This report provides a forecast for the US population of email users, marketing email volume, and email marketing spending for the years 2015 to 2020. It estimates the total number of online users...

  • For Marketing Leadership Professionals

    Report

    Report Digital Will Win The Day, But Which Channels Will Win Digital?

    ForecastView Document
    February 13, 2015 | Carmine G. Lengua, Jr.

    Forrester recently published updates to its US digital marketing forecasts, including search engine marketing, display advertising, social advertising, and email marketing. This report examines...

  • For Application Development & Delivery Professionals

    Report

    Report TechRadar™: Digital Customer Experience Technologies, Q1 2015

    February 6, 2015 | Mark Grannan

    Consumers are delighted by digital experiences that are effective, easy to use, and make the customer feel good. How are you going to keep up? Firms face an expanding ecosystem of technology...

  • For Marketing Leadership Professionals

    Report

    Report The Time Is Right For Email Innovation

    February 2, 2015 | Shar VanBoskirk

    There's no doubt about it: Contextual marketing will reorient the role that email plays in your digital marketing toolkit. But marketing leaders need not abandon existing email campaigns in the...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Retail eCommerce In Brazil: Marketing And Site Features

    A Look At The Most Effective Customer Acquisition Tactics And Most Popular Site Features
    January 6, 2015 | Zia Daniell Wigder, Lily Varon

    The Retail eCommerce In Brazil series summarizes the results of a survey that Forrester Research conducted together with E-Commerce Brasil in August and September 2014. In this survey, respondents...