Subscriber Engagement: Top Apparel Brands Pulling Away From the Field

To compare apparel retailers’ email programs, Return Path examined a year's worth of engagement data across Internet Retailer's Hot 100 E-Retailers of 2013, including 43 brands in the analysis. We looked at how much of each sender's email was read, deleted without reading, delivered to the spam folder, complained about (this is spam, or TIS), and rescued from the spam folder (this is not spam, or TINS), and we calculated each brand's average Sender Score (a measure of sending reputation) for 52 weeks ending in early August. The difference between the winners and everyone else was striking.