Consumers don't always think of email marketing as fishy business. In fact, 41% of U.S. adults have made a purchase as a result of receiving a retail email within the past six months, according to an online survey conducted by Harris Interactive on behalf of Listrak. Email marketing continues to be a popular avenue for B2C communication. Out of the 2,214 American adults (18 or older) polled in June, 97% claimed to receive retail emails and 83% admitted to opening them. However, consumers like to feel special; 53% said they would open an email revealing a special offer in the subject line. Additionally, 47% said they would open an email indicating an order confirmation inside. Both men and women appear to be about equally responsive to email marketing; however, who is more likely to respond to a retailer's email seems to depend in part on age. According to the study, 38% of men 55 and older attributed a retail email for a purchase they made within the past six months. However, when it came down to analyzing all adults (18 and older) women were more likely than men to make a purchase as a result of a retail email within the past six months overall (35% women, 30% men).