In February 2008, dotMailer – part of the dotDigital Group PLC – published the first ‘Hitting the Mark’ report, a unique benchmark study of the email marketing campaigns sent by over 40 high street retail brands.
The report caused quite a stir, generating a wave of industry coverage, comment and blogging on the findings and their implications for all email marketers.
Sometimes controversial, often eye-opening and always plain talking, ‘Hitting the Mark’ attracted great levels of interest amongst marketers. Readers found it enabled them to gain a rare insight into the way big name brands are using email marketing - and to learn from both their successes and their mistakes, in very practical terms.
Who is the report for?
Anyone involved with email marketing will find this study of interest and use. Whether working in a B2C, B2B or Not For Profit organisation, marketers, designers, developers and technicians will find both inspiration and hands-on guidance in the results and recommendations it provides.
Blood on the high street
One year on from the release of the first ‘Hitting the Mark’ report, and the picture in the economy and in market places across the UK and the globe has changed more dramatically than most would have dared predict. Marketers in 2009 face some of the most challenging markets seen in generations.
On the frontline are the high street retailers – the very same group that ‘Hitting the Mark’ shone a spotlight on a year ago. In the last 12 months high street retailers have felt the brunt of the economic downturn, most dramatically represented by the collapse of a roll-call of much loved national high street brands including Woolworths, Zavvi, MFI, Principles and The Pier.
But despite the gloom on UK high streets, online retail has continued to grow and grow. Christmas 2008 was a hugely successful period for online retailers, with internet consumer spend soaring to an all time high of £15.2bn in the final quarter of the year, and year-on-year online sales in December up by 50%.
The 2009/10 Report
So how have the ravages of the last 12 months affected the approach that high street retailers take to their email marketing? How did the high street brands use email marketing to help generate Christmas 2008’s all time record online consumer spend? And how have the retailers appraised in last year’s ‘Hitting the Mark’ Report taken on some of the lessons the report highlighted and set about upping their game? Who has moved up the benchmark league table, and who has slipped down?
‘Hitting the Mark’ 2009 answers all these questions and more, by updating the format of the initial report, and returning to the core of 41 high street retailers to newly benchmark and assess a new snapshot of their email campaigns.
To read this report in full, click the link below.
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