Which Department Stores Have Optimized Their Email Program

By Tom Sather

While Kohl's earned the top spot for department store marketers, nearly all the brands we observed earned higher placement and engagement over the holiday season. This may be a reflection of an increase in demand for holiday content during the gift-giving season.

Missed Connections
The department stores (and other industry's brands) that are missing the most from their email marketing program are those failing to connect with their customers. No matter how clever your copy is or how enticing your offer, if your emails aren't making it to your customers you're not getting their business. Having a low inbox placement rate and reputation score hurts your brand and causes you to lose customers.

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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