Email Marketing Sophistication Scale: A framework for ambitious email marketers

Email is an amazing channel.

It's one of the best marketing channels for ROI, yet many marketers have yet to master the channel to its full potential.

That's where the Email Marketing Sophistication Scale comes in. 

Use it to plot where you think you are now and where you'd like to be.

Whether you're a 'Hit & Hoper' at Stage 0, currently using email as a cheaper alternative to direct mail, or you're half way there at 'Campaigner' level with a strategy in place and clear priorities, the scale can help you progress. 

Use the Sophistication Scale to:

  • Define your current email marketing situation 
  • Prioritise your progression through the scale
  • Achieve email marketing sophistication

We would like to communicate with you regarding the products and services of our Marketing & Creative brands, that may be of interest to you. As well as Marketing Week, these brands include Creative Review, Design Week and the Festival of Marketing. If you do NOT want to receive these marketing communications, please email You can update your details and marketing preferences at any time by visiting your My Account page.