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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