Gartner Research

Assess the Impact of Four Key Trends in Email Marketing

Published: 02 March 2017

ID: G00326151

Analyst(s): Adam Sarner , Noah Elkin


Marketing leaders value email marketing for its scalability and cost-effectiveness. But don't confuse email maturity with inertia. Opportunities abound for marketers to improve program performance. Use this research to understand current dynamics in the email marketing space.

Table Of Contents


  • Email Marketing Adoption
  • Email Marketing Spending Trends
  • Expanding Boundaries of Email Marketing
    • Data-Driven Personalization
    • Rise of Email-Plus
  • Opportunities in Optimization
    • Optimization Variables
    • External Services
  • What to Do Next

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