In both of these examples, it’s important to note that the lead form is simple and only asks for the necessary contact information, such as email and first name. The more contact information you ask for, the less likely your leads will be to fill out the form. You will need to work to build trust before you can gather the rest of their contact information. However, for the purposes of building your email list, you only need their email address. Work on getting any other information you need later after you’ve established a relationship with the customer.
In contrast, the European Union's "Privacy and Electronic Communications Directive" restricts websites' ability to use consumer data much more comprehensively. The EU limitations restrict targeting by online advertisers; researchers have estimated online advertising effectiveness decreases on average by around 65% in Europe relative to the rest of the world.:58
One of the downsides of email marketing is that you are only able to reach the contacts that you already have. However, you can use social media to help you grow your email marketing list so that you have an even larger audience for your holiday sales. One way to do this is to promote your opt-in offers across your social media profiles. Consider offering some sort of incentive for joining your email list, such as a special coupon code.