Orientation

STAGE 1 - UndefinedSTAGE 2 - Progressive

STAGE 3 - MatureSTAGE 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

LeadGeneration

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 MARKETINGMaturity Model

ContentMarketing

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-ClassEmail

Marketing

EMAIL MARKETINGMaturity Model

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