EMAIL MARKETING

Maturity Model

STAGE 4 - World-Class
STAGE 3 - Mature
STAGE 2 - Progressive
Email STAGE 1 - Undefined
Marketing Integrated, Enterprise-wide strategy for
Email Marketing exists; Campaigns are
Defined, integrated strategy and
Defined strategy and processes exist tracked by engagement & revenue
processes exist for Email Marketing
for Email Marketing in uncoordinated across the Enterprise
Orientation No defined strategy or process for
pockets in the organization
Email Marketing

Sees need for email nurturing Focused on creating compel-

One-dimensional view of Email
Leadership Marketing as push/broadcast strategy
Long-term commitment to Email
campaigns, optimizing for mobile ling content and personalized
devices and engaging subscribers via
Marketing integrated with other cross-
messaging; Analytics with lifecycle
channel activities and eCommerce
Social Media strategy & execution tools

Relies on no/low cost Email Comprehensive, end-to-end system

Platform with A/B split testing & auto Platform is integrated with CRM, MA,
Tools & Marketing platform with prede- with tight integration to Enterprise
responders exists; Trigger workflows, social experience and eCommerce
Platforms signed templates for newsletter or
form submissions & social sharing platforms (i.e. shopping carts)
CRM, MA, social and eCommerce
email promotions platforms

Personalized, localized content, with

Sporadic; Primary contact through Connected; Growing subscriber lists Engaged; Convergence of emails, social
Lead real-time delivery; Uses analytics and
newsletter or blog; No list growth for Email Marketing; Social Media and mobile content to drive leads from
Generation strategy integration web, marketing campaigns and events
insights to maximize performance of
email
 EMAIL MARKETING
Maturity Model
Email
Marketing STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class

Platform with CMS, lead scoring,

One-dimensional view of Content Sees need for rich content for emails; Long-term commitment to rich content,
Content activity tracking & social lead gen;
Marketing as website & Email Experimenting, testing and evaluating personalized email messaging & targeted
Marketing Marketing applications and tools list segmentation to optimize integration
eCommerce, CRM, MA & Enterprise
system integration

Cross-Channel Coordinated Email Marketing for Connects Email Marketing to Advertising Email, social & content integrated with
No defined cross-channel support
Marketing Sales, Marketing, blogs, web traffic (promos, online events, registrations, etc.) MA & metrics that include CMS, deliv-
for Email Marketing; May have social
(Web, Social, sharing
and social channels with usage & via landing pages, auto responders, social erability, reputability, reporting with
Mobile) response tracking media, coupons & mobile delivery segmentation & mobile optimization

Budget allocated, defined roles

Budget with business case to justify Budget connected to goals; Aligned
Budget & Budgets for website and Email Marketing; & tasks for Email Marketing;
spend; Dedicated roles for Email for max impact of integrated Digital
Staff Staff is contracted or Coordinator role Campaigns typically outsourced to
Marketing; In-house & outsourcing Marketing; Experienced, in-house staff
agency or consultant

Enterprise–wide dashboard
Dashboard monitors key email usage
Analytics to monitor & track usage & monitors content & personalization;
Metrics No formal measurements in place
response (open & delivery rates, CTRs)
and conversion; Metrics track opens,
intelligence for competition, delivery
clicks, forwards, purchases, registers, etc.
optimization, etc.

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