May 13, 2009

Why Consumers Subscribe To Retail Emails

Understand How To Find New Email Subscribers And Keep Their Interest

This is the third document in the "Email Subscriber" series.

by Julie M. Katz

with Carlton A. Doty, Thomas Cummings, Emily Murphy

Executive Summary (This is a document excerpt)

Boom times are over for retailers, and email marketers need a way to retain the customers they have. Lucky for retailers, they have a deep history with email and robust lists. To meet current email subscriber needs, they'll need a stronger understanding of why consumers sign up in the first place. Armed with this information, retail email marketers should play up sales information without abandoning a focus on trends. How? They should improve their preference centers, promote email discounts everywhere consumers shop, and allow influential consumers to spread their messages.

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