Based on a research study by email deliverability firm ReturnPath, the ways marketers are handling email signups has become increasingly simplified. Based on a comparison between 61 email subscription programs in 2008 and 76 in 2013, 33% of marketers require just an email address, compared with 20% being satisfied with just an email address five years ago. Interestingly, collecting less information from subscribers doesn’t appear to hurt. In comparing programs that asked for minimal information with those who asked for more detail during signup showed no meaningful difference in inbox placement, read rates, or complaint rates.
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