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  • Report The Forrester Wave™: Email Marketing Service Providers, Q2 2018

    The Eight Providers That Matter Most And How They Stack Up
    June 20, 2018 | Shar VanBoskirk

    In our 26-criteria evaluation of email marketing service providers, we identified the eight most significant ones — Adobe, Cheetah Digital, Epsilon, IBM, Oracle, Salesforce, Yes Lifecycle...

  • Report The Forrester Tech Tide™: Martech For B2C Marketers, Q2 2018

    Twenty Technologies Underpin Modern Marketing
    April 5, 2018 | Mary Pilecki, Stephanie Liu, Erna Alfred Liousas

    Marketing technology (martech) is essential to delivering contextually relevant experiences to consumers. Firms are continuously evaluating and adopting a range of martech to support customer...

  • 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...

  • 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...

  • 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...

  • 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...

  • 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...

  • 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...

  • 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...

  • 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...

  • 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...

  • 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...

  • 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...

  • 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...

  • 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...

  • 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 —...

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