Many of you may know that at the beginning of March my colleague Rebecca McAdams who had been leading Forrester's email marketing research for the previous 18 months moved into an Advisor position with Forrester's customer experience leadership board. With this change, I'm proud to reclaim email marketing as my very own. Some of you may be thinking, "This feels a little back to the future..." You are right! I've been studying email since 1999 (yikes!). And am looking forward to continuing our great research agenda on the workhorse of the digital marketer's toolkit.
Rebecca launched some "future of email" research before her move. As I go through the notes from the smart conversations she had trying to find the answer to: What is next for email marketing? This question pops into my mind instead: Has email marketing already come as far as it can? What I learned from the research is that:
Marketers already know what best practices will make email marketing better, they just don't apply them.
Because doing so:
- Costs more. Making email better, through analytics, improved segmentation, dynamic content or offer optimization drives up email CPMs (from basically free to not quite free).