eM+C spoke last week with Julie Katz, Cambridge, Mass.-based Forrester Research's new e-mail analyst, about her recently released report, "The Forrester Wave: Email Marketing Service Providers, Q4 2007." The report found that the e-mail market is a mature one, with all e-mail service providers offering similar technologies and all vendors having a similar goal: wanting to establish e-mail as the pillar of a multichannel marketing program.
“Database marketing is officially sexy,” gushed researcher Julie Katz on April 11, 2007 in Forrester’s Marketing Blog in response to the announcement that Procter & Gamble’s Elva Lewis has conned her management into testing the database marketing waters. “The boat’s setting sail, and we have one foot on the dock and one on the boat,” Lewis told AdAge.com’s Matthew Creamer. “If you listen to A.G. Lafley or Jim Stengel, they’re all talking about the declining return on investment in TV. This trend tells us that we should go to one-to-one marketing. We just haven’t put our money where our mouth is.” If you listen