Trends & Innovation

Bridging the Gap in Email Marketing

By Morag Cuddeford-Jones, Econsultancy,


This report on email marketing, sponsored by Pure360, is based on interviews with digital marketing professionals across a range of businesses, exploring the challenges and opportunities for marketers who are committed to taking their use of email to the next level, outlining what needs to be done to bridge the gap between poor or ordinary email marketing and best-in-class email marketing.

The 15 industry executives were asked what their major challenges were in refining their organisation's email strategies; how they encouraged collaboration throughout the organisation to access appropriate data and ensure a fit with other marketing strategies and how they were deploying technologies and external suppliers to ensure they future-proofed email to ensure agility as both organisation and channel landscapes continued to evolve.

What you'll learn

  • How to improve your email marketing quality through data, personalisation and automation

  • Tips for email on mobile

  • Diffferences between email for B2B and B2C, with a B2B case study to exemplify

  • How to increase engagement and counter disengagement

  • The skills necessary for successful email marketing

Who should read this report?

This guide has been written primarily for marketers carrying out email marketing, who want to optimise channel effectiveness and improve its ROI. It is also useful to managers who are trying to upskill their marketing teams in email. 

About this report

Morag Cuddeford-Jones is an experienced business journalist and report author, specialising in on and offline marketing. Having worked with Marketing Week, New Media Age and Econsultancy for over 15 years, she has covered innovations in eCRM, multichannel marketing and mobile technologies across sectors ranging from retail finance and pharmaceuticals to travel and entertainment. 

You can connect with Morag on Twitter


Antony Lea, Head of CRM,

David Paice, Director of eCommerce, Merlin Entertainments Group

Fiona Spooner, Head of Ecommerce, Financial Times

Lara Burns, Head of Digital, Age UK

Matt Haslum, Consumer Marketing Director, Faber and Faber

Steve Sweeney, General Manager,

Jonathan Dicks, Ecommerce Director, Hudson Shoes

Luke Whitehead, Director, EMEA Marketing, CA Technologies

Tim Pemberton, Head of Communications, Multiple Sclerosis International Foundation 

Lawrence Tatlock, Email Marketing Manager, Boden

Brian Streich, International Marketing Director, StubHub

Ed Armitage, Head of Ecommerce, Hobbycraft       

Table of contents

  1. Executive Summary
  2. Foreword by Pure360
  3. Introduction
    1. Methodology
    2. Acknowledgements
    3. About Econsultancy
    4. About Pure360
    5. About the author
  4. How to go up a level in email marketing
    1. Delving into data
    2. Personalising the experience
    3. Automation and integration
    4. Moving into mobile
  5. Email across sectors
    1. The B2B/B2C contrast
    2. B2B case study
    3. A direct response tool or brand-building exercise
    4. Opt-in, opt-out, unsubscribe’s what it’s about
  6. Skills and culture
    1. Who owns email?
    2. The email marketer’s skill set
    3. Creating an agile organisation
    4. What is future-proofing?

Download a copy of the report to find out more.


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