How Email Marketing Tactics Have Changed in the Last Five Years

By: Ayaz Nanji | MarketingProfs

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.