Subscriber Engagement: Top Apparel Brands Pulling Away From the Field
By
Tom Sather
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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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- Companies:
- Internet Retailer
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