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.