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.
Take the first step (it's free).
You may also like:
- Four Steps to Ensure Your Email Campaigns Work
- Holiday Email Done Right Is Huge for the Bottom Line: Five Tips for Doing It Right
- The Email Innovations That Most Interest Consumers
- What Sender Reputation Means for Your Email Marketing (Hint: A Lot!)
- Email Personalization: Stats and Tips [Infographic]