Retailers in the UK are failing to appreciate the profits to be made through marketing techniques using email, a new report has shown.

The yearly release of the Hitting the Mark study from email marketing and software company dotMailer, says that the medium offers retailers the chance to tap into greater traffic and sales through outlets such as social media.

The dotMailer study evaluated emails sent from 36 UK retailers across the month of April, this year.

This year saw retailers achieve the same average score as 2009, with a figure of 67 falling short of the mean score from 2008, of 71 points.

HMV, Figleaves, and New Look, attained some of the highest scores, while Harrods, Currys and H&M were among those with the lowest performance ratings.