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

Among the sites in this study, Barnes and Noble’s Web site is the clear leader in content choice. Bn.com offers 25 e-mail list options, including “Bestsellers,” “Heart to Heart: Our Romance Newsletter,” “Ransom Notes: Our Mystery & Thrillers Newsletter” and a 40 percent-off bulletin. The site also offers “Writer Alerts” on more than 100 specific authors, as well as DVD and music alerts.