Since 2008, marketers have adopted a more simplified email sign-up process for new subscribers and now ask for significantly less personal information, according to a recent study by Return Path.

The report, which was based on an analysis of 61 email marketing programs in 2008 and 76 programs in 2013, found that today 33% of brands require just a subscriber's email address to sign up for a marketing program. Five years ago, only 20% were satisfied with just an email address.

Collecting less information doesn't appear to be hurting marketers. A comparison of those who asked for only 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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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji