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

For those messages that passed the first hurdle of landing in the inbox, the next step is creating a positive, worthwhile relationship with your customers. When your subscribers show passive disinterest (i.e., delete unopened rate) or active displeasure (i.e., spam complaints), mailbox providers take notice and limit your inbox placement, placing you back at square one. Retailers should constantly monitor their email metrics to ensure they're connecting with their customers and quickly addressing any signs of a declining relationship.