Gartner Research

Use Three Email Marketing Best Practices to Drive Digital Commerce Effectiveness

Published: 18 September 2017

ID: G00319902

Analyst(s): Noah Elkin


Email is a core component of digital marketing campaigns, but separate teams may manage promotional and transactional emails using different processes and databases. Marketing leaders responsible for digital commerce must coordinate customer data and messaging types to offer a cohesive experience.

Table Of Contents
  • Key Challenges



  • Develop a Connected Commerce Blueprint
  • Adopt a Holistic View of Email Marketing's Role
  • Apply Customer Data to Personalize Marketing and Transactional Emails

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.