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Catalogers such as Musician’s Friend and Healthy Roads both endorse Nielsen’s minimalistic approach. For those subscribing to their e-newsletters, the catalogers require nothing more than an e-mail address.
If you’d like to get a bit more data out of your customers, ask for no more than five to seven subscriber-information items on a subscription page, recommends Jeanne Jennings, an e-mail newsletter design consultant and a columnist for numerous publications. Online cataloger Time Motion Tools (www.timemotion.com) takes this approach, asking potential subscribers to part only with their first and last names and their e-mail addresses. And A.G. Ferrari Foods (www.agferrari.com) requires only a first name, e-mail address and the e-newsletter format the subscriber prefers.
