Email Marketing Maturity Model

1. EMAIL MARKETING Maturity Model STAGE 4- World-Class STAGE 3 -Mature STAGE 2 - Progressive STAGE1 - Undefined Email Marketing Integrated, Enterprise-wide strategy for Email Marketing exists; Campaigns are tracked by engagement & revenue Defined, integrated strategy and processes exist for Email Marketing across the Enterprise Defined strategy and processes exist for Email Marketing in uncoordinated pockets in the organization No defined strategy or process for Email Marketing Orientation Focused on creating compel- ling content and personalized messaging; Analytics with lifecycle strategy & execution tools Long-term commitment to Email Marketing integrated with other cross- channel activities and eCommerce Sees need for email nurturing campaigns, optimizing for mobile devices and engaging subscribers via Social Media Leadership One-dimensional view of Email Marketing as push/broadcast strategy Comprehensive, end-to-end system with tight integration to Enterprise CRM, MA, social and eCommerce platforms Platform is integrated with CRM, MA, social experience and eCommerce platforms (i.e. shopping carts) Platform with A/B split testing & auto responders exists; Trigger workflows, form submissions & social sharing Tools & Platforms Relies on no/low cost Email Marketing platform with prede- signed templates for newsletter or email promotions Personalized, localized content, with real-time deliver; Uses analytics and insights to maximize performance of email Engaged; Convergence of emails, social and mobile content to drive leads from web, marketing campaigns and events Lead Connected; Growing subscriber lists for Email Marketing; Social Media integration Sporadic; Primary contact through newsletter or blog; No list growth strategy Generation

2. EMAIL MARKETING Maturity Model Email STAGE1 - Undefined STAGE 2 - Progressive STAGE 3 -Mature STAGE 4- World-Class Marketing Platform with CMS, lead scoring, activity tracking & social lead gen; eCommerce, CRM, MA & Enterprise system integration Long-term commitment to rich content, personalized email messaging & targeted list segmentation to optimize integration Sees need for rich content for emails; Experimenting, testing and evaluating applications and tools One-dimensional view of Content Marketing as website & Email Marketing Content Marketing Email, social & content integrated with MA & metrics that include CMS, deliv- erability, reputability, reporting with segmentation & mobile optimization Cross-Channel Marketing (Web, Social, Mobile) Connects Email Marketing to Advertising (promos, online events, registrations, etc.) via landing pages, auto responders, social media, coupons & mobile delivery Coordinated Email Marketing for Sales, Marketing, blogs, web traffic and social channels with usage & response tracking No defined cross-channel support for Email Marketing; May have social sharing Budget connected to goals; Aligned for max impact of integrated Digital Marketing; Experienced, in-house staff Budget with business case to justify spend; Dedicated roles for Email Marketing; In-house & outsourcing Budget allocated, defined roles & tasks for Email Marketing; Campaigns typically outsourced to agency or consultant. Budget & Staff Budgets for website and Email Marketing; Staff is contracted or Coordinator role Enterprise–wide dashboard monitors content & personalization; intelligence for competition, delivery optimization, etc. Dashboard monitors key email usage and conversion; Metrics track opens, clicks, forwards, purchases, registers, etc. Metrics Analytics to monitor & track usage & response (open & delivery rates, CTRs) No formal measurements in place Want to rate your organization’s Email Marketing maturity with an interactive tool? Download our Marketing Automation Maturity Assessment and get started today! V I E W R E S O U R C E