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White Papers & Reports

White PapersResponsys white papers can help you learn industry best practices, improve your email marketing success, and better understand how Individualized Lifecycle Marketing™ can benefit your business. Registration is required in order to download the following documents. Check the box next to each white paper you wish to view:


Forrester Research Reports
The Forrester Wave: Email Marketing Service Providers, Q4 2009
What differentiates the leaders in the highly competitive email marketing industry? Learn how the 8 evaluated vendors stack up across 64 criteria in this latest evaluation from Forrester Research.
The Forrester Wave™: Cross-Channel Campaign Management (CCCM)
Changing consumer behavior and the overall ineffectiveness of traditional marketing programs ensure that basic campaign management tools are set for extinction. Marketers are therefore looking for cross-channel campaign management (CCCM) solutions that support highly personalized and relevant communications delivered across a variety of highly interactive channels and that enable optimization, channel integration, and institutional memory of the customer. Download this Forrester Report which presents a  91-criteria evaluation of 11 CCCM vendors.
Forrester Research: Getting Email Marketing Measurement Right: Four Measures That Matter Most
While more marketers focus on episodic measures of success that include click-through and open rates, less are honing in on more meaningful metrics that include returns on investment (ROIs), subscriber value, and social activity. Marketers must demand and embrace a set of old and new measures that include subscriber social sharing and revenue contribution in order to fully measure and leverage the long-term value of their email programs.


Responsys White Papers
Retail Email Guide to the Holiday Season 2010: Email Insights and Inspiration from Christmas Past to Plan Your Christmas Future
Long before retailers hang any wreaths or tinsel in their stores, they send out emails promoting their Christmas deals to their subscribers—lots of emails! Last year we tracked more than 5,250 emails from more than 100 top online retailers during the fourth quarter and released daily reports on strategies, tactics and trends via the Retail Email Blog. Based on that monitoring, we have produced a helpful roadmap to the email holiday season so retailers and other B2C companies can better formulate their campaigns this year.
The 2010 Email Design Look Book
The 2010 Email Design Look Book recognizes innovative promotional, newsletter and triggered emails from 20 of the leading business-to-consumer and business-to-business brands in the U.S., Canada, Brazil and England.
Cross-Promoting Sister Brands Safely: Using Your Email Program to Make Your Sister Brands More Visible
When a company has multiple brands it’s tempting to extend email permission from one sister brand to another to grow your lists more quickly. Learn why it’s important to correctly capture additional permission, and see examples of how companies successfully introduce sister brands and engage subscribers.
The Retail Email Unsubscribe Benchmark Study
This new report explores the best practices and trends in email opt-out practices while examining how 100 top online retailers handle unsubscribers.
Marketing. Changed Forever.
Cross-Channel Lifecycle Marketing for Today's New Marketer
Today's business environment has changed. Consumers are more dynamic, informed, and unpredictable than ever, and they use more interactive channels – including email, mobile, social and the web – to inform and execute their buying decisions. To be successful, marketers must be ready with relevant marketing at a moment's notice, whenever and wherever consumer behavior and preferences dictate. Cross-Channel Lifecycle Marketing provides marketers with a more nimble, holistic approach to planning and executing marketing programs that deliver greater customer value and higher revenue.
The Retail Email Guide to Multichannel Engagement:
How Email Marketing Drives Interest in Other Sales and Marketing Channels
This new report explores the growing need for coordination between marketing channels, and illustrates how top retailers are using email to promote and leverage other channels such as social media, mobile, stores, direct mail, TV, and online video.
Tear Down the Walls Between Email and Your Website
Using innovative testing and targeting techniques – both on websites and in emails – has delivered incredible results for companies who have made the leap. Uncover a series of actionable steps for bringing your campaigns and site content closer together, and learn how leading brands have implemented them with great success at their companies.
The Retail Marketer's Playbook
Download your free playbook and learn the top 5 winning plays retail marketing teams should be running today.
Marketing Beyond the Status Quo
Take the self-test and assess your "marketing maturity" level, then define a realistic strategy and action plan to get to the next level of relevance.
Email Marketing's New Rules of Engagement
Learn three key principles marketers need to employ in order to optimize the email customer experience through lifecycle management and engagement.
What's in the Mailbox? The Impact of One-to-One Marketing on Consumer Response
How much one-to-one customization is necessary for marketing campaigns to generate truly incremental lift? This new study offers an answer, outlining today's drivers of consumer response, one-to-one trends, and marketing tactics that really cut through the clutter.
Secrets of Self-Running Email Campaigns: How Smart Marketers are Finding Time
Discover high-ROI strategies and tactics for automating more of your marketing so you can spend more time innovating. Learn which types of campaigns to automate, how to prioritize your efforts, and best practices for success.
Best Practices Guide to Email Acquisition
Discover the keys to creating memorable opt-in experiences that pave the way for more profitable email relationships. Inside, get tips and guidance on acquiring email addresses the smart way.
Best Practices for HTML Email Design and Coding
Don't let a technical oversight negatively impact the success of your email campaigns. These guidelines can help ensure that your HTML emails render properly in the widest array of email clients, resulting in better user experiences and higher inbox delivery rates.
10 Quick Wins for Email Marketing
Take your email marketing programs to the next level by following this advice for added ROI.
Integrating Email and Web Analytics for Higher Conversion Rates and ROI
It's what 90 percent of marketers don't do, but should. Learn how integrating email and web analytics can enable the timely delivery of highly individualized, relevant marketing messages that drive measurable increases in conversion rates and marketing ROI.
See the Way to Individualized Lifecycle Marketing™
It's more important than ever for marketers to ensure their messages are timely and relevant. Learn how Responsys' straightforward approach to email marketing can help you deliver the best marketing to every customer, every time.
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