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

Not one of the 45 sites reviewed allows visitors to specify their desired frequency of e-mail messages.

Just two sites (5 percent) offer an RSS option: Home Depot and New Egg. As RSS grows in popularity, retailers should also offer their e-mail content via RSS feeds. Better yet, as RSS is a pull medium, the channel sidesteps the deliverability and spam conundrums of traditional e-mail.