dotMailer's annual Hitting the Mark email benchmarking report has clearly shown over the past few years that retailers have neglected aspects of their email marketing but what has always been got right by the high street retailers is sending from a branded email address.

This reinforces to us all that in over flowing inboxes, a custom from address and a Friendly From name is critical to maintaining and improving open rates. Out of the 36 retailers surveyed this year, only 7 did not send from a fully branded domain.