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  • Rebecca McAdams

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  • 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

    Road Map: The Email Marketing Playbook
    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 B2C Marketing Professionals

    Report

    Report Positive Email Attitudes Continue

    Landscape: The Email Marketing Playbook
    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

    Strategic Plan: The Email Marketing Playbook
    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

    Continuous Improvement: The Email Marketing Playbook
    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

    Performance Management: The Email Marketing Playbook
    December 1, 2016 | Rebecca McAdams, Shar VanBoskirk

    In the vision report of our email marketing playbook, Forrester asserts that marketers should add contextual insights to their email programs. That obviously comes at a cost. In this report, we...

  • For B2C Marketing Professionals

    Report

    Report The Best And Worst Of Email Marketing, 2016

    Benchmarks: The Email Marketing Playbook
    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 B2C Marketing Professionals

    Report

    Report The Email Marketing Review

    Assessment: The Email Marketing Playbook
    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 The Future Of Email Hinges On Context

    Executive Overview: The Email Marketing Playbook
    August 18, 2016 | Rebecca McAdams, Shar VanBoskirk

    Today customers access their email from multiple devices, in parallel with social media and text messages. And they expect contextually relevant communications to fit their immediate need and...

  • 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

    Tools And Technology: The Email Marketing Playbook
    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 B2C Marketing Professionals

    Report

    Report Use Email To Spark Contextual Interactions

    Vision: The Email Marketing Playbook

    We're in a post-digital world, and B2C marketers must use email to identify and act upon customer context in order to improve email marketing performance and embed the resulting contextual insights...

  • 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

    Organization: The Email Marketing Playbook
    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

    Processes: The Email Marketing Playbook
    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 Customer Insights Professionals

    Report

    Report Health Insurers: Prepare For Survival Of The Fittest

    Customer Insights Are Critical To Your Evolution
    September 2, 2015 | Rebecca McAdams, Carlton A. Doty

    Whether or not health insurers are ready, the age of the customer is the new reality and it demands customer obsession. The only successful strategy is to focus your business decisions on consumer...