Is email marketing dead?

Our thoughts on the benefits of CRM 

DASHMARK is a proud partner of GGMR. We’re happy to share with you an email marketing thought-piece we collaborated on for Walpole, the home of British luxury. The piece went to all brands in Walpole’s portfolio – some of the biggest names in British premium retailing. Should you wish to learn more – please contact us at 

The first thing most of us do each morning when we wake is look at our phones. We check social media and scroll through emails – however, it’s hard to disagree that emails from retailers are largely ignored. Despite this, by the end of 2017, the total number of business and consumer emails sent and received per day will reach 269 billion; a figure expected to continue to grow at an average annual rate of 4.4% over the next four years, reaching 319.6 billion by the end of 2021.

Unsurprisingly, email remains the most ubiquitous form of business communication, but with these big numbers, how do you stand out? With multiple devices on which to consume content, companies are facing increasing competition in the vast sea of these distractions; you need to be smarter than the rest to have your voice heard amongst all the noise.

The answer is a customised email experience that is easy to read, relevant to the customer and personalised – otherwise it’s likely to be ignored. You also run the risk of a user unsubscribing and being labelled as a spam account: you will only capture someone’s attention if your message is relevant, timely and engaging.



What’s the first step? You must form an understanding of the customers you want to convert, including their usage of social channels to form a complete picture. Using this information you can then create a content strategy which details not only the best topics of communication but also when and how you communicate.

Using a test-and-learn approach with a small group to collect data, you can identify the emails that perform the best and use this to communicate en masse. Software tools that help a business automatically display statistics on emails, remove duplicate email addresses, and send the email itself are essential to a successful email campaign.

You need to consider the importance of aesthetics and the device functionality. The mobile email market continues to show rapid growth due to the availability of email-capable mobile devices at all price points. By the end of 2018, worldwide mobile email users are expected to total over 2.2 billion. The best emails are therefore those that can be viewed in the same way across multiple devices. The emails themselves should be short and snappy to encourage purchase and click through, and to do so they need to be quick, distilled to the core and easily consumed on the go to tie in with a consumer’s busy lifestyle. The message needs to be delivered in a fun, brand-appropriate way.

Ultimately, email marketing is still the best form of marketing: it’s free, gives you direct access to customers, and it’s a relationship builder. It’s also a medium that shows no signs of slowing down, as long as you create a content strategy that can communicate the right message at the right time, to the right people.


First email system developed: 1971

Number of emails sent daily: 269 billion

Average office worker receives 121 emails a day

Average open rate for retail emails: 22.07%

Average open rate for professional services emails: 21.21%

Average click through rate for retail emails: 2.83%

Average email click through rates on desktops: 13.3%

Average email click through rates on mobile: 12.7%

Top reason why people unsubscribe: ‘I get too many emails in general’

Length of subject line for highest read rate: 61 – 70 characters

Top day for email volume: Cyber Monday

Company that sent the most per user: Groupon

Percentage of mobile users who read an email based on subject line: 33%

Percentage of opened emails that are opened on a desktop: 55.2%

Percentage of opened emails that are opened on a smartphone: 25%

Percentage of opened emails that are opened on a tablet: 7.3%

Most popular mobile device for email opens: iPhone (with 33%)

Percentage of users who made a purchase based upon an email received on their mobile device: 6.1%

Most effective day of the week to send an email (based on open rates): Saturday

Least effective day of the week to send an email (based on open rates): Friday

Least effective day of the week to send an email (based on click rates): Wednesday / Friday

Something Different: An Ecommerce Health Check

CRO: An Ecommerce Health Check

In June 2017, Something Different Wholesale approached DASHMARK with a CRO and commercial optimisation project. Something Different had developed a new platform – and wanted to make sure there was no latency, in particularly via their Organic conversions, post-migration.

DASHMARK was able to compile a team of marketers and commercial consultants to analyse both the funnel and the commercial landscape. CRO often provides the answer before the question. In the case of Something Different, DASHMARK was able to identify action points in both commercial reporting and user experience.

Something Different Wholesale gave us the following feedback – which we’re proud to share with you:


“Following the launch of our new website in February 2017 DASH performed a CRO analysis of our new website to help us identify any enhancements that could be made to improve our conversion rate and enhance customer experience. DASH were professional and extremely easy to work with. They asked all the relevant questions at the start of the brief and presented our report within the agreed timeframes.

The report provided gave us invaluable insight into our website customer journeys and identified the areas in which improvements could be made.


The report was extremely useful to our business. It identified conversion blockers and provided recommendations for solutions.”

– Nia Johnston – Head of Marketing for Something Different Wholesale


In our professional experience, it is important to regularly review how well an ecommerce website or retail structure is performing. Failure to innovate and optimise can result in a loss of competitive trading. If you feel your site, stack or business could do with a health check – contact our team:


Do we really need marketing?

Stay in sight and in mind

By Ghalia Khan – DASH Founding Partner

Just by walking down the street, listening to a radio station, sitting in your car on your way to work in the morning you are bombarded by above the line marketing in the form of advertisements. This is not all marketing is though, yet many confuse advertising to be the sole facet of marketing, hence they rationalise they don’t need marketing.

A small boutique store owner can have the best products available, have a great staff base and the best customer service but if no one is able to find their product, how will they sell anything? Someone by chance may happenstance upon the site or store and spread the word, but that word of mouth is still a form of marketing! As with anything, you need to invest money to make money. Investing in marketing is equally, if not more important, than the investment in inventory and even staff.

Try to think of marketing itself like a tree, with many brands like direct sales, advertising and PR etc all tactics that make up the different parts to your marketing strategy. Essentially to succeed you need two simple tactics: make great products and market them well.

So, do we really need marketing? Yes! It exposes people to your product/brand and without that you could never make any profit! Think back to certain songs on commercials, and when those songs play on the radio and how you sometimes associate them simultaneously. Those sort of advertising techniques are a subliminal way to get potential customers aware of your brand through a big campaign.  Search Engine Marketing is another method of creating a longer term marketing campaign that will bring in exponentially bigger results as the campaign ages. Search engine marketing is generally accomplished through use of SEO, (Search Engine Optimization). The basic goal of SEO is to make sure that when someone searches for the product you offer, it’s your site they find.

SEO may sound easy, but it’s actually very complicated, tedious and time-consuming if you aren’t an expert in the arena the time you would spend on this is actually best used growing your business in other ways. People like us at DASHMARK specialise in those areas that are essential in marketing and growth to allow your site to achieve its goal. When marketing is done badly, then that is even worse than no marketing at all so don’t try and make the mistake of doing it all yourself!

When you don’t try marketing, the ‘out of sight, out of mind.’ rule applies. You will lose brand visibility, and even clients you had in the past may forget about you. A steady marketing strategy is important if you want to stay relevant and if you want your customers to have confidence in your brand, because when times are bad and you cut back on marketing, your competition definitely won’t and there goes all your potential customer base… We need marketing to be seen, to be found, to create an interaction that will lead to the ultimate desired goal.  Anyone with a product or service cannot expect that “if I build it they will come.”  This may have worked before thousands of brands were around, but it won’t work online or offline noq.

Marketing isn’t rocket science, but it isn’t necessarily straightforward either. Here at DASHMARK we are able to help you with you marketing needs and build a bespoke strategy that is right for you. Why not get in touch today and we can help get you where you need to be!

Are Friends Electric?

In the age of mobile-first, are we putting the mobile ahead of people?

By Alex Vaughan – DASH Founding Partner

From a personal stand point, I can remember a family friend describing the ringing of a landline telephone as ‘rude’. The immediate demand for attention, albeit temporary, disturbed the natural order of things and tangibly interrupted the recipient of the call from their environs. The implication from the family friend was that telephone calls were secondary to the ‘real’ form of communication experienced by people occupying the same room. I would hazard a guess that in a random polling, the majority of people would agree with the latter hierarchy – we humans prefer to talk in person than over the airwaves.

However, we’re not simply carrying around a device capable of making and receiving calls anymore; keeping in touch with friends, family and colleagues. The global dominance of the mobile device has seen a large proportion of major populations carrying around something similar in processing power to that of a portable computer. Communication itself in the age of the smartphone has fundamentally changed. It’s no longer the case that the information received by the device permeates and distracts from the ‘real’ agenda of the day for a moment or two. The information we respond to on our smartphones is now setting the natural patter of our days. For many, the natural instinct is to pick up your mobile device first thing in the morning and glance adoringly at it last thing at night. Indeed, the phenomena is effectively creating an elongated day for school children in the United Kingdom – with special sleep clinics created in Doncaster to counter the mass use of blue-light emitting mobile devices.

Over the course of the next few months, I want to examine in detail the raison d’etre of our digital lives. Is the mobile device bringing us as a global population closer together in new and exciting forms of connectivity – or creating a sense of individualism and pseudo reality within our digital society? From my perspective as someone passionate about commerce, I am not entirely convinced that a screen-addicted population is actively of benefit for business or indeed marketing. Whilst I am no advocate of marketing jargon (despite being prone to using it myself), I will take an omnichannel approach to my study. In this way, I hope to prove that the relationship between our ‘real’ and electronic lives in many ways mirrors the current contention between bricks & mortar and online retail. Reconciling both the latter and former is important to me both personally and professionally.

I am indebted to the following sources for sparking this post: 50 Things That Made the Modern Economy & this article from The New York Times.



An Ecommerce Health Check

Amazon Prime Video

Portfolio: l'Oreal ACD


Walpole and GGMMR


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The founders of DASHDASH are alumni of some of the UK's biggest retail brands - both offline and online. DASHDASH is a company that embodies the ethos of a fast-paced retailer. We like to think we can bridge the UK digital skills gap alone.

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