It won't be news to anyone that when designing newsletter subscriptions or any email sign up journeys for that matter, marketers would insist they need to collect all types of information; details ranging from date of birth and gender to favourite brand and colour. when asked why, they answer tends to be something like 'in case we need this information in the future'. We all know that asking information unrelated to the task at hand poses a barrier to task completion and can make customers suspicious. A recommended approach is to only ask for key and relevant information first and invite more details as the relationship grows; the principle of reciprocity works really well here. A common response is that it is best to get all that information when users first sign up as 'they are already filling in a form' and that 'they won't bother give us more details later'. Wrong, customers will provide you with as much information as you need if a) they see a direct benefit or/and b) is easy to provide this information. Myla includes a simple question at the end of their emails asking you to provide more information about yourself. By simply clicking on one of the two options you are taken to their website where a confirmation that your details have been updated is displayed. Simple, quick, and effective.