Retailers – Why do consumers sign up for email?

Retailers send more e-mail than almost any other industry, according to Forrester Research Inc., but to get the most out of marketing e-mail, they need to drill down into why different consumers subscribe, and craft campaigns accordingly.

According to Forrester’s report, “Why consumers subscribe to retail e-mails,” most consumers now have a long history of receiving e-mails—seven years, on average—and they expect more from them than before.

Read full story at Internet Retailer