The document outlines an email marketing maturity model, categorizing stages from undefined to world-class, detailing characteristics such as strategy, tools, and integration at each level. It emphasizes the transition from basic, reactive email practices to a sophisticated, integrated approach that includes analytics, personalization, and cross-channel coordination. Key metrics and budget allocation for email marketing are highlighted as indicators of maturity and effectiveness in driving engagement and revenue.

1. 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