Email Marketing

An email marketing strategy is important because it maximizes the impact of a campaign while minimizing the chances of it being sent to a recipient’s trash or spam folder. Whether the goal is awareness, transaction or retention, a comprehensive email marketing strategy essentially ensures that important messages get the attention they deserve. Techniques that should be considered as part of an email marketing strategy include audience research and insights, contextual relevance and personalization. Discover how Gartner can help you drive engagement and build sustainable, scalable email marketing campaigns.

Developing an effective email marketing campaign requires oversight of the end-to-end process, starting with analysis from previous campaigns and understanding that data, and an understanding of how to optimize it.

Another key element of an effective email marketing strategy is a thorough understanding of your demographic. It’s vital that brands comprehend their audiences’ needs and wants. Without mapping out thoughts, behaviors, attitudes and motivations, CMOs run the risk of generic email templates that miss the mark. Gartner has the insights and the expertise to guide you through creating your next email marketing strategy — and building an email campaign that speaks directly to your customers for success.

Not all email marketing campaigns are created equally. A common email marketing mistake is the creation of conventional “batch-and-blast” emails; these are often filed as spam, and in turn, a waste of valuable time and resources. A modern CMO is focused on the delivery of sophisticated, targeted campaigns that are designed to address customer touchpoints across multiple platforms and devices.