Which Department Stores Have Optimized Their Email Program

By Tom Sather

For our study, we compared six department store brands, analyzing their engagement metrics for 52 weeks beginning in July 2013. The metrics we used to compare each brand's email programs were inbox placement rate (IPR); delivered-to-spam rate; read rate; deleted without reading; spam complaints or "This Is Spam" (TIS); rescues from the spam folder or "This Is Not Spam" (TINS); and Sender Score.

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Companies:
Internet Retailer

People:
Kohl

Tom Sather Author's page Tom Sather is Return Path’s senior director of email research. Tom uses his knowledge of ISPs, spam filters and deliverability rules to advise marketers on how to get their email delivered to the inbox. He began his Return Path career as an email deliverability consultant working with top-brand clients like eBay, MySpace, IBM and Twitter. Tom’s previous experience includes roles with email service provider Experian and on the abuse desks for AOL, Bellsouth, AT&T and GTE.

Best of the Best: Which Department Stores Have Optimized Their Email Programs