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BizReport : Email Marketing : May 11, 2010

dotMailer: U.K. retailers' email performance remains poor

For the second year in a row British retailers have shown little sign of improvement in their email marketing techniques, according to a recent assessment carried out by email service provider, dotMailer.

by Helen Leggatt

DotMailer assessed emails sent by 36 of the U.K.'s top retailers to discover how well they scored performance-wise across 16 best-practice criteria.

The results were disappointing. Three-quarters of the 30 retailers that participated last year scored lower this time round.

The average score of 67 out of 100 remained the same as 2009 which was already down on 2008's average of 71.

Simple performance-enhancing techniques were not being implemented. For instance, just three of the 36 campaigns dotMailer studied used personalization of any kind in their salutation.

The top five performers:

HMV - 72
Republic - 72
Figleaves - 70
New Look - 70
Hamleys - 69
The Entertainer - 69

The five worst performers:

Harrods - 50
ELC - 49
H&M - 49
Lidl - 48
STA - 48
Currys - 46

Tink Taylor, managing director at dotMailer and an elected member of the Direct Marketing Association's Email Marketing Council, expressed his dismay at the lack of integration between email and social media. The study found that just 17% of the email campaigns analyzed enabled recipients to share the content with their social networks. Half did not even include a "forward to a friend" link.

"The combination of these two marketing disciplines offers new ways for retailers to really engage with their stakeholders to deliver meaningful results such as interactions online, sales and loyalty, but too many are failing to integrate these channels," said Taylor.

Tags: email marketing, Marketing, Marketing and Advertising, Social media

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