Craft an email marketing strategy based on value, not volume
Forty-four percent of CMOs say email marketing is essential to their marketing strategy. But changing consumer preferences and dwindling open rates pose a major challenge.
Gartner’s Digital IQ for Email Marketing Benchmarks examines emerging trends and examples of marketers who are adjusting to reap better returns. Use our guide to:
- Benchmark tactics against competitors and industry peers
- Create campaigns that connect more deeply with customers
- Deliver greater value with best-in-class email content
What is email marketing?
Email marketing is the use of the email channel to deliver and optimize marketing messages — such as brand newsletters or contextually relevant, real-time and personalized communications — in support of multichannel engagement across the customer journey.
Transactional email messages (messages sent automatically by email servers upon completion of certain events, such as order-confirmation emails) can also cross over into email marketing programs to the extent that account statements or order confirmations include recommendations, promotions or offers based on customer insights.
