How to Reduce Friction in an E-Commerce Business

The advent of things like GDPR has made things a bit more frictionful, which would be an interesting one. When you ask people to sign up to a newsletter, that's all you really need is their name and email. You could probably get away with that email, again, reduce infriction. So, do you really need to recapture on an email signup? Do you want to do the double opt-in? How can you reduce that friction?