One of the biggest struggles in email marketing is simply getting users to sign up and enter their email. Not only because users associate email marketing with spam, and expect to receive something in return, but because of the friction created by prompting users to enter their email address.
For many people, having to type an email address is a big turnoff – big enough that they may not enter it at all, even if you’re offering a free product, giveaway or sample. It may seem strange – if people are interested, why would something that takes only a few seconds deter them? But with Facebook, Google and Twitter all delivering competing products for single sign-in, where users only have to click a button to sign up for a new service, users expect to be able to click their way through sign-up forms, contests and giveaways, or free trials with minimal typing.