The card/gift retailer Moonpig is currently doing user research into whether people who have been sent a gift (the recipient, not the purchaser) will give Moonpig their email address so that they can track the parcel. The prototype I saw had the recipient get a text message saying that they were getting a gift. It provided a tracking link, and then demanded the recipient's email address just to see when the gift would be delivered.

I wouldn't be at all surprised if it became the norm in the future