Case Study: Trigger-Based Emails Help 
Onlineshoes.com Grow its Revenues

Subscribers Worth Their Weight in Gold
Since Onlineshoes.com's cart and browse abandonment trigger emails are only sent to opted-in consumers, email subscribers are particularly valuable to the retailer. To help it collect more subscribers, the company has added sign-up fields on its homepage; a pop-up box that appears when subscribers attempt to opt out that says, "Are you sure?," with a value proposition of what being an email subscriber gets them; pre-checked the email sign-up box on the cart page for first-time buyers (they can uncheck the box); and used Facebook to recruit new subscribers with special offers in exchange for 
email addresses.