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Great comments here. As someone who is both from the digital marketing world AND a member of many online shoe/clothing stores, I may as well offer my two cents :-)

What’s got me to join up in the past is:
– Loyalty programs where I also get emailed a voucher to use on my first purchase
– Stores that quite obviously have massive sales every now and then, so I wouldn’t want to miss their newsletters
– Stores that have great blogs/content that I’m interested in subscribing to (not just their clothing)

All the best with this one!