Subscriber Engagement: Top Apparel Brands Pulling Away From the Field

Most senders struggled to reach subscribers’ inboxes at some point during the year, but deliverability wasn't the defining difference between the winners and losers. Engagement was. Getting to the inbox is necessary to initiate a relationship, but engagement is what keeps the relationship from fizzling out. Abercrombie & Fitch and J.Crew are using email to keep their customers committed to real relationships. To follow their lead, you need to measure and constantly improve your subscriber engagement. Your email program performance metrics will rise, but more important, your customers will develop real loyalty that extends across every channel.