E-commerce Insights:Improve Your E-mail Sign-up Process

10. Offer choices of content, frequency and channel. Only 11 sites (24 percent) allowed visitors the choice of e-mail list and/or delivery frequency. Cooking.com offers four lists. Williams-Sonoma allows visitors to specify from which companies they’d like to receive e-mail. PetSmart lets visitors join e-mail lists customized for different types of pets (e.g., dog, cat, fish, bird, reptile, small pet).