Email Marketing Maturity Model

1. Email Marketing Maturity Model Orientation STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Tools & Platforms No defined strategy or process for Email Marketing Relies on no/low cost Email Marketing platform with prede- signed templates for newsletter or email promotions Platform with A/B split testing & auto responders exists; Trigger workflows, form submissions & social sharing Platform is integrated with CRM, MA, social experience and eCommerce platforms (i.e. shopping carts) Comprehensive, end-to-end system with tight integration to Enterprise CRM, MA, social and eCommerce platforms 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 Integrated, Enterprise-wide strategy for Email Marketing exists; Campaigns are tracked by engagement & revenue Leadership One-dimensional view of Email Marketing as push/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 compel- ling content and personalized messaging; Analytics with lifecycle strategy & execution tools Lead Generation Personalized, localized content, with real-time deliver; Uses analytics and insights to maximize performance of email Sporadic; Primary contact through newsletter or blog; No list growth strategy Connected; Growing subscriber lists for Email Marketing; Social Media integration Engaged; Convergence of emails, social and mobile content to drive leads from web, marketing campaigns and events Email Marketing EMAIL MARKETING Maturity Model

2. Content Marketing Cross-Channel Marketing (Web, Social, Mobile) Budget & Staff Metrics No defined cross-channel support for Email Marketing; May have social sharing One-dimensional view of Content Marketing as website & Email Marketing Budgets for website and Email Marketing; Staff is contracted or Coordinator role No formal measurements in place Budget allocated, defined roles & tasks for Email Marketing; Campaigns typically outsourced to agency or consultant. Analytics to monitor & track usage & response (open & delivery rates, CTRs) Budget with business case to justify spend; Dedicated roles for Email Marketing; In-house & outsourcing Dashboard monitors key email usage and conversion; Metrics track opens, clicks, forwards, purchases, registers, etc. Budget connected to goals; Aligned for max impact of integrated Digital Marketing; Experienced, in-house staff Enterprise–wide dashboard monitors content & personalization; intelligence for competition, delivery optimization, etc. Coordinated Email Marketing for Sales, Marketing, blogs, web traffic and social channels with usage & response tracking Sees need for rich content for emails; Experimenting, testing and evaluating applications and tools Connects Email Marketing to Advertising (promos, online events, registrations, etc.) via landing pages, auto responders, social media, coupons & mobile delivery Long-term commitment to rich content, personalized email messaging & targeted list segmentation to optimize integration Email, social & content integrated with MA & metrics that include CMS, deliv- erability, reputability, reporting with segmentation & mobile optimization Platform with CMS, lead scoring, activity tracking & social lead gen; eCommerce, CRM, MA & Enterprise system integration STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Email Marketing EMAIL MARKETING Maturity Model Content Marketing Cross-Channel Marketing (Web, Social, Mobile) Budget & Staff Metrics No defined cross-channel support for Email Marketing; May have social sharing One-dimensional view of Content Marketing as website & Email Marketing Budgets for website and Email Marketing; Staff is contracted or Coordinator role No formal measurements in place Budget allocated, defined roles & tasks for Email Marketing; Campaigns typically outsourced to agency or consultant. Analytics to monitor & track usage & response (open & delivery rates, CTRs) Budget with business case to justify spend; Dedicated roles for Email Marketing; In-house & outsourcing Dashboard monitors key email usage and conversion; Metrics track opens, clicks, forwards, purchases, registers, etc. Budget connected to goals; Aligned for max impact of integrated Digital Marketing; Experienced, in-house staff Enterprise–wide dashboard monitors content & personalization; intelligence for competition, delivery optimization, etc. Coordinated Email Marketing for Sales, Marketing, blogs, web traffic and social channels with usage & response tracking Sees need for rich content for emails; Experimenting, testing and evaluating applications and tools Connects Email Marketing to Advertising (promos, online events, registrations, etc.) via landing pages, auto responders, social media, coupons & mobile delivery Long-term commitment to rich content, personalized email messaging & targeted list segmentation to optimize integration Email, social & content integrated with MA & metrics that include CMS, deliv- erability, reputability, reporting with segmentation & mobile optimization Platform with CMS, lead scoring, activity tracking & social lead gen; eCommerce, CRM, MA & Enterprise system integration STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Email Marketing EMAIL MARKETING Maturity Model