Free workbook
The Email Experience Maturity Model
Which of five stages is your email marketing system in, and what is the next move? Find out dimension by dimension, and pick one step for each.
Ask yourself first
- Would you rate your system the same way if someone else read your answers?
- Which part is far ahead of the rest, and which is quietly behind?
- What is the one small move that would lift the lowest part?
When to use it
Use it twice a year, after a big change, and when you plan priorities. It shows where you are strong, where you are behind and which small move comes next.
The five stages
- Ad hoc. Things happen. Nothing is planned.
- Managed. The basics work. Little is reviewed.
- Designed. Journeys and messages are planned on purpose.
- Measured. Results are tracked and fed back.
- Learning. The system keeps improving from what customers tell you.
What is in the workbook
- The maturity grid. Eight dimensions: trust and deliverability, journeys, segments, message quality, customer feelings, replies, testing, and ownership.
- Your next moves. The single move that takes each of your three lowest dimensions up one stage.
- Action plan. Owners and dates for each move.
How to use it
- Read each row from left to right.
- Mark the stage that is fully true today, every month.
- If you are between two stages, pick the lower one.
- Choose your three lowest dimensions.
- Plan one move for each, and re-run it in six months.
Questions people ask
What stage are most brands in?
Most brands are at stage 2 in several rows. That is normal and fixable.
Should I aim for stage 5 everywhere?
No. Move your lowest dimensions up one stage at a time. Do not try to jump.
What should I use next?
Turn your results into one score with the Email Experience Index. See all fourteen workbooks.
Curious what we would find?
Run the free scan, or book a call and we will walk through your stage together.