Email marketing has reached mainstream adoption levels — 97% of Interactive Marketing professionals are using or planning to use email in 2007. Despite this near-ubiquity, many marketers have yet to master the basics. And with 72% of consumers deleting most email newsletters without ever opening them, marketers must also look for new ways to make their emails more compelling.

Forrester's email marketing review helps marketing professionals increase the effectiveness of their email marketing campaigns. Leverage the review to humanize the digital experience of your email:

• Benchmark your campaigns against best-in-class companies
• Identify and prioritize opportunities to improve
• Justify changes or investments that may be necessary
• Constantly refine

Forrester's email marketing review methodology helps marketing professionals by identifying opportunities to improve the effectiveness of their email marketing program. The review methodology offers a tactical assessment with recommendations as well as strategic guidance to define and prioritize change.

The core of the methodology is a twofold scorecard that evaluates:

• Business process — including governance, analytics, process, and data
• Customer experience — including subscription, value, presentation, and trust, to meet customer needs while still driving business results.

Forrester's email marketing review has two flexible options with particular deliverables from which a client can choose:

1. Email marketing campaign review
• Three customer needs scorecard evaluations
• PowerPoint presentation of the findings from campaign reviews and strategy recommendations
• Half-hour teleconference


2. Email marketing program audit
• Three to five stakeholder interviews
• Three customer needs scorecard evaluations
• One business needs scorecard evaluation
• PowerPoint presentation of the findings from internal interviews, campaign reviews, examples of best practices, and strategy recommendations
• Three-hour teleconference