Which Department Stores Have Optimized Their Email Program

By Tom Sather

Brand of the Year
The award for overall winner in the department store category goes to Hudson's Bay. In a very tight race, Hudson's Bay placed highest in deliverability with an average inbox placement of 98 percent, a spam rate of 2 percent, and a sender score of 94. Of those messages that were sent to the spam folder, 14 percent were rescued from customers pressing the TINS button. TINS is a highly trusted engagement metric by mailbox providers. A high TINS rate shows mailbox providers that subscribers notice that brand is missing from their inbox and will actively go to the spam folder to rescue their email.

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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