An interview with the author of Hitting the Mark 2017

We've put five questions to the man behind the mammoth!

Hitting the Mark 2017, our biggest and best email marketing benchmark report to date, is hot off the press! An in-depth analysis of 100 retail brands’ email practice, this report is the go-to for marketers looking to inform and inspire their strategy.

Now that the author, our Content Manager and wordsmith wizard, Ross Barnard, is back from some much-needed Hitting the Mark R&R, I asked him what it was like to construct a report so meaty it has its own serving suggestions.

Ross, we’ve heard a rumor that HTM100 totted up over 70,000 words – that’s a lot of copy! Why do you think there’s appetite for an email marketing benchmarking report of this size and stature?

Yes, it really is a beast of a document. I’m surprised I have enough words left in me to do this interview!

This was the eighth Hitting the Mark that dotmailer has published – and it’s certainly the biggest. In 2017, we wanted to introduce a bigger sample of brands to give marketers a broader view of the email marketing tactics being used by retailers. I think it’s important to not only present the common trends and observations from the research, but also to provide deep-dives into each brand; this is the best way to enable companies to learn from the best (and the worst!)

There’s some huge household names quite far down the scoreboard in HTM100. Were you surprised at the failures made by some of the bigger brands? Why do you think that was? (Sorry, that’s two questions in one!)

I was surprised to see some well-known brands coming in the bottom 50 for sure. There must be a good reason for this – i.e. they generate enough revenue from other avenues, meaning email is not a priority. However, I believe email has a place in every organization and this was certainly demonstrated by the top 10 brands. I think some of the digital content providers (e.g. those selling music, films, books etc.) can definitely learn something from the likes of Netflix; email automation and personalization lends itself perfectly to these types of companies that have access to a wealth of rich customer data.

This year’s report goes beyond the email to evaluate aspects of brands’ ecommerce experience. Why?

That big buzzword that’s been loitering around for the last couple of years: customer experience. We recognize that today, brands are having to mold themselves around the consumer; there’s a growing number of channels and touch-points to keep up with, and it’s interesting to measure how retailers are performing in this area. Needless to say, I was not surprised that UK department store John Lewis led the way.

Can you sum up this year’s HTM100 in 3 words?

  • Hefty (you could probably knock someone out with it)
  • Comprehensive
  • Unmissable (if you’re an ecommerce email marketer)

The physical copy of the report has a whole host of alternative uses. So far in the office we’ve heard: pillow, deadlift weight and tent peg mallet. What’s your favorite alternative use for HTM100?

I think it makes for a great height-raising laptop stand (especially if you’re a marketer, because you’ll want to keep it close by).

Want to find out where brands like Asos, John Lewis, and Google Play came in our email marketing benchmark report? Download Hitting the Mark 2017.

Just had lunch but still have room for a bite-size snack? Download our infographic version.

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