Alexandra says, “For email marketing, data is king. The more data you have about your subscribers, the more relevant and personalized each email becomes, ultimately resulting in higher engagement and ROI.

However, companies walk a fine line when trying to collect valuable subscriber data while keeping the subscription process quick and easy enough to boost conversion. A lengthy, time-consuming subscription form may deter someone from signing up, so most forms may only collect email or a few other data points, such as name or ZIP code. While these data points are a good starting point for making emails relevant and personalized, more data is needed to truly make the relationship between the brand and the subscriber a strong and successful one.

A good way to collect this additional data is by asking for it at various touch points in your email marketing program. Here are some examples of brands using this tactic:

The North Face asks for subscriber information early on in the customer lifecycle by including a link to the preference center“.

Using Email to Collect Additional Subscriber Data

Return Path

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