General consumer sites often suffer from TMI — they offer too much information for a consumer to digest. Yet, because the information is general in nature, most B2C sites don’t think to create niches for their information.Consumer Reports, one of the gold-standard publications for subscription marketing, didn’t let this narrow thinking hinder it from creating nine separate newsletters to offer site visitors and subscribers. The newsletters can vary from “What’s New” to health topics. Each has its own look and feel but follows a basic format: HTML formatting, including a large image-heavy header and multiple hyperlinked articles with a preview. On the right-hand column, there is a call-to-action to subscribe to either another e-newsletter or one of Consumer Reports’ print publications (sometimes with a free trial, although they are phasing out this offer for reasons explained below). Email recipients can also share the email through social media or email, creating word-of-mouth marketing.Another smart marketing tactic Consumer Reports uses on a regular basis in gift subscription offers through email, and as we explain in our exclusive Case Study, this has been a solid acquisition tactic for the site.