Subscriber Engagement: Top Apparel Brands Pulling Away from the Field

By Tom Sather

What the Metrics Mean

Read rate: the percentage of messages read compared to all messages sent
Spam rate: the percentage of messages delivered to the spam folder compared to all messages sent
TIS rate: the percentage of email delivered to the inbox that drew complaints (this is spam)
TINS rate: the percentage of messages rescued from the spam folder (this is not spam)
Delete without reading rate: the percentage of ignored emails (i.e., deleted without being read)
Sender Score: a proxy for mailbox providers’ evaluation of a sender's reputation, represented on a scale from one to 100

Tom Sather is the senior director of research at Return Path, an email marketing solution that helps to improve deliverability and ROI.

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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.

Subscriber Engagement: Top Apparel Brands Pulling Away From the Field