Deciding what subscriber data you need
This article will help you figure out what data you need from your subscribers.
When setting up a form for a new campaign, it is important to consider the kind of data you want to collect. There's no point in setting up a form to capture data if you later decide that the data isn't actually what you need.
Before you start creating your form you need to have a clear idea of what it is you are looking to achieve. For example, if you are a nationwide company, then location won't be as important to you as it would be if you were running a restaurant in a specific location. If you're running a restaurant in Manchester, for example, then you can include location to enable you to send campaigns to subscribers that are local to the restaurant, meaning that you won't waste credit sending to customers who are no where near your location.
There are some items that will seem obvious when you begin creating your form. Email address is a given, but names are equally important; especially if you plan on customising your campaigns to include the customer's names - "Dear John" is much more personal than "Dear Customer".
You also have the options to include age and gender. While these aren't compulsory when setting up a form, they will assist you greatly when getting into audience segmentation; allowing you to customise campaigns to send to specific areas of your subscriber base. For example, you could run a Ladies' Night at your restaurant, and use Audience Segmentation to send email invites just to your female subscriber base.
Before doing anything, we recommend you have a think about what you want your campaign to achieve. You can then decide what data you will need to gather to fulfill your aims, and then build your form around that.