Retailers are getting savvy about e-mail sign ups, according to the third annual Retail Email Subscription Benchmark Study, put out by The Email Experience Council (EEC), the e-mail marketing arm of the Direct Marketing Association. The new study found that retailers are putting more focus on list hygiene, with 38% of retailers surveyed asking subscribers to confirm their e-mail address by re-entering it when opting in. This is up from 27% last year.