For Interactive Marketing Professionals

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	May 13, 2009 Why Consumers Subscribe To Retail Emails Understand How To Find New Email Subscribers And Keep Their Interest by Julie M. Katz with Carlton A. Doty, Thomas Cummings, Emily Murphy

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Executive Summary

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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