Imagine that a friend has told you about a great new store that just opened up, so you head across town to check it out. You walk up to the storefront, and as you start opening the door, a shopkeeper suddenly pulls the door shut from the inside. Through the glass, he shouts: “Just slip your email address under the door and then you can come in and look around.”
As a new customer, you’d be pretty irritated by the whole experience—in fact, you’d probably just throw up your hands and leave, never to return.
What kind of a company needs that much information about you before they even let you in the door?
Image Source: Appcues