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Benchmarking email effectiveness

Author's avatar By Dave Chaffey 10 Jul, 2013
Essential Essential topic

Review your Email creative against 60 leading brands

Value: [rating=4]

Recommended link: DotMailer Email Marketing Intelligence Report.


21 tactics to make your email templates more effective based on examples from the report were also featured in this webcast with Skip Fidura of dotMailer which we hosted.

21 Smart Email marketing Tactics from Smart Insights

Free webcast 21 Smart Email Tactics You Can Use Today

Our commentary on the Email Marketing Intelligence Report

Email benchmark scoreTo improve Email marketing as with other digital marketing tactics, it’s always useful to benchmark and this new report helps you benchmark in 10 areas that are important to effective email creative. This year's report is based on a review of 60 brands from the UK and US focusing on retail and travel emails.

In the introduction to my book Total Email Marketing I recommended using these CRITICAL factors for email marketing success. The CRITICAL factors are:

  • Creative and copy
  • Relevance (based on Targeting)
  • Incentive
  • Targeting
  • Integration
  • Conversation
  • Attributes
  • Landing page (or microsite)

The dotMailer report includes all of these CRITICAL factors.

Implications of the report for Email marketers

The scores in the different areas of this research show how good practices are followed in many areas of this report such as rendering, calls-to-action and landing pages. However, lower scores in areas like subject line, imagery and personalisation, shareability and mobile show that improvements are possible in these. The tips and examples throughout this report should inspire ideas on how to improve your Email. To take one example, this email from Macy shows how subject lines and pre-headers can be made more effective.


I also particularly liked the examples from section I on mobile readability including this one from Sainsburys - this includes code examples of how the responsive design is implemented using media queries.

Sainsbury mobile

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.

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