Topshop 'top' of email marketing techniques

Topshop has been named the most effective British retailer in terms of its email marketing efforts, it has been reported.

Marketing agency dotMailer has published its Hitting the Mark study, which discovered just 15 per cent of businesses using email promotions send targeted information, Mad.co.uk reports.

The report marked 46 major retailers out of 100 for their email effectiveness, awarding Topshop 85.5, closely followed by Asda, Marks and Spencer and STA Travel.

Business development director at dotMailer Tink Taylor commented that with the high volumes of spam being sent around the web, it is vital marketers create relevant messages.

"Our study was eye-opening in demonstrating that many retailers are failing to realise the full potential of email as a sophisticated direct marketing channel, offering vast scope for targeted and measurable communications," she added.

The government's Business Link website notes that email can offer a "powerful and flexible" direct marketing strategy.

However, it urges companies to ensure the content of such emails is relevant to the recipient.