This document is a summary of dotMailer's 2010/11 annual benchmark study of retail email marketing performance. It examines the best and worst practices of 36 top brand email marketing campaigns. The document provides over 70 best practice guidelines and tips across sections such as sign-ups/unsubscribes, technical aspects, email effectiveness, design/branding, and social media/viral marketing. It aims to help marketers increase email marketing sales and performance.