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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: The ROI of Email Relevance, 2009
Companies have raised consumer expectations for relevancy by delivering more marketing communications through more channels, like email, web, social, and mobile. But marketers are falling short of these expectations by failing to adopt proven, relevancy-empowering tactics. Learn the five key tools you need to adapt to these new rules of relevance and drive greater marketing effectiveness and ROI.


Responsys White Papers
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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