How Publishers Clearing House Improved its Open and Clickthrough Rates

Monitoring your partners is critical, said Glantz. Know who is marketing your brand, their reputation, mailing practices and other clients. As an advertiser, you're responsible for your email partners, he cautioned.

PCH's impeccable sending reputation has benefited the brand in several ways, said Glantz. It's helped it improve its deliverability rates, attract better partners and ultimately stand out in the inbox. A recent test campaign produced a 98 percent deliverability rate with a 22.7 percent open rate and 20.7 percent clickthrough rate.