I admit I have a tendency to get more worked up than the average customer about bad form in email sign-ups. Most people, I’m sure, will either groan and put up with it, or lie… Maybe they simply don’t bother and move on.
But for me, it seems daft to go to all the effort and investment of persuading someone to engage more closely with you – and then make it so difficult to actually get on your email list.
There is really only one piece of information you should ‘require‘ to send someone email. Yep, the email address. Take a look at this form: it’s the only thing that Q have NOT required you to give. Madness.
All the other information is useful, I agree. But if you don’t get it immediately, it can still be gathered later… a really good welcome programme is a much better time to do it. Anyway, surely it’s better to be in contact with someone you know only a little about than to lose them completely because they don’t want to share their full address, mobile number and date of birth with you?
I’ve worked with a lot of companies on their sign-up processes and subsequent email programmes. I’ve analysed which data you hold on someone is the best indicator of customer value – for retailers and for media companies. Believe me, there are many more important things than having all these required fields.
Please, Q, stop making your would-be subscribers jump these barriers to entry. You’ll thank me for that advice if you follow it!