No defined strategy or process for email marketing
Defined strategy and processes exist for email marketing in uncoordinated pockets in the organization
Defined, integrated strategy and processes exist for email marketing across the Enterprise
An integrated Enterprise wide strategy for email marketing exists, and campaigns are tracked by engagement and revenue
QUESTION 2
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One-dimensional view of email marketing as a batch and blast broadcast strategy
Sees need for email nurturing campaigns, optimizing for mobile devices and engaging subscribers via social media
Long-term commitment to email marketing integrated with other cross-channel activities and eCommerce
Focused on creating compelling email content and personalized messaging from the highest level of the organization
QUESTION 3
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Relies on no/low cost email marketing platform with cookie-cutter templates for newsletter or email promotions
Platform with A/B split testing and auto responders exists that can trigger email nurture campaigns based on form submissions
Platform is integrated with CRM, social experience and eCommerce platforms (i.e. shopping carts)
Comprehensive, end-to-end system with tight integration to business intelligence, CRM, marketing automation, social and eCommerce platforms
QUESTION 4
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We don't know what percentage of emails are delivered
We know how many emails are being delivered but we do not know the percentage delivered to inbox or spam
We know how many emails are delivered to inbox or spam, but do not know why emails are blocked or considered spam
We proactively manage our reputation or Sender Score, use technology to monitor inbox placement, build and maintain clean lists, and use other means to improve our email deliverability
QUESTION 5
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We design emails using templates and our emails don't look great on mobile devices
We are using some responsive email templates and they look pretty good on mobile devices
Our designer supports us on email design with images, GIFs, HTML code, etc.
Email design is providing a competitive advantage to our organization
QUESTION 6
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No defined cross-channel support for email marketing efforts other than social share links on emails
Coordinated email marketing campaigns with sales follow-up; we drive new email subscribers via our website/blog
Email marketing is connected to advertising and web activity (product views, event registrations, etc.) via landing pages, auto responders, coupons, special offers, etc.
Email drives incremental transactional revenue or leads by providing the right offer at the right time based on intelligence gathered via other channels.
QUESTION 7
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No budget or staff in place for email marketing
We have a junior level person in charge of email marketing to take care of basic tasks but no real budget for any major campaigns
There is a budget for email marketing staff, tools, and campaigns. For large campaigns, we often outsource to an agency.
Growing budget for email marketing. Multiple in-house and outsourced resources in place to manage email programs and campaigns.
QUESTION 8
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No formal measurements in place
Analytics to monitor and track usage and response (open, clicks, delivery rates, etc.)
Dashboard monitors key email usage and conversion; metrics to track opens, clicks, forwards, purchases, registers, are collected and reviewed.
We are able to track email marketing program and campaign ROI, deliverability trends, and other important metrics.