10 Converting Email List Sign Up Forms You Should Learn From

:4Email sign up forms has to be optimized to bring as many leads and subscribers to your brand as possible. It’s important to hit the target audience exactly where their pain points might be and you can do that by figuring out what works best for your potential audience, what sort of information they are willing to share and what kind of CTA will initiate action.


Here are a few tips for great sign up forms:

1. Offer an incentive

The most common way to get people to join your newsletter is to offer some incentives. An e-commerce business might offer a 10% discount, for example. This will not only give users a good reason to sign up but will also encourage them to shop in order to use that discount.

2. Use conversational language

Use informal and conversational language in your copy. It’s easier for users to read and can create a more personal experience that formal language cannot.

3. Use the right visuals

The right photo or illustration can cause a user to look at a pop-up form for longer and increase conversion. Not all email list sign up forms use images, but when these are used they should be compelling and suit the general visual language of the website and the type of images the target audience wants to see.

4. Keep it simple

Simplicity is important, especially in an age with so much information. The design of your form should be clean and uncluttered.

Where possible, aim to have only 1-2 fields in an email list sign up form (typically email address and name). Many forms only use the email address field, which speeds up the process of signing up and therefore can increase conversion rates.

In other cases, you may need to use more than two fields in order to collect information about your users. That can be done, but don’t use more fields than you actually need.

5. Try different positions on the screen

Test your sign up form to see when it converts best. For example, you can place a pop up form in the center of the screen, have it slide from the bottom or the top, place a form at the end of each page on the site or try using an exit intent pop up with an incentive to stay on the site when the user is about to leave it.

There are many variations and they all need to be tested to verify what works best for your audience.

6. Specify how often you’ll send emails

It’s good practice to give your potential subscribers some details on the type of content they should expect after signing up. Specify whether your newsletter is daily or weekly, will they receive blog content or promotions. This type of clarity in the sign-up form will not only guarantee trust but it will also help your brand establish better engagement rates.

7. Take advantage of social proof

A good way to convince people to join your sign up form is by mentioning that many others have already joined.

If you have a large number of subscribers, try specifying the number in your sign up form. This simple technique leverages social proof and shows your potential subscribers that your newsletter is popular, trustworthy and offers value.

8. Be as creative as possible 

Think about the number of landing pages and sign up forms your potential customers come across daily. Don’t be afraid of using humor or saying something unusual to attract attention to your newsletter. As long as it’s appropriate and speaks you brands language, be as creative as possible and make your landing pages and sign up forms stand out. After all, you are trying to sell them something, be sure to make it worthwhile for them to join your mailing list or subscriber group.

Here are 10 converting email list sign up forms you should definitely learn from:

1. Stay on brand – Tommy Hilfiger 

sign up forms

This sign-up form invites subscribers to join a club, which gives them the feeling of something exclusive. Which is just what the Tommy brand is about. It also offers some general information about the members-only benefits and creates curiosity about the surprises that might land in their inbox after they join. Also, notice the considerable discount for joining is highlighted in red, as the main incentive for joining the list.

2. Visual aids – Matador Network

forms sign up email

This popular travel website uses a simple sign up form. It doesn’t offer an incentive but tells the users what they can expect to receive in their inbox. It also uses a beautiful image that should appeal to the target audience.

3. Give them options – Tom’s

This email sign up form asks the user to pick a cause they want to support. This is in line with the company’s ethical image and commitment to give to charity. The sign up form is unique in being more interactive than usual. It is designed to create a personalized experience, as the user invests a moment of thinking in selecting a charitable cause. It is only after the user picks a cause that they are asked to leave their email address.  A $10 discount is given as an additional incentive, which makes the form even more effective.

4.Quick sign up – Digital Photography School

forms sign up emails

One of the most popular photography sites uses a minimalist sign up form with only one field to fill in. This means registration is quick and easy.  The form tells the users exactly what they are going to get and how often. Unlike eCommerce sites, the incentive here is exclusive knowledge and downloads, rather than a discount.

5. Creative CTA’s – Kate Spade

sign up form example

This form uses informal language (“why hello there”) and a 15% discount plus free shipping as an incentive. Note how the form makes good use of the sign-up button. Instead of “Join” or “Subscribe”, the CTA on the button highlights the benefit to the user and reads “Secure 15% off”.

6. Who else is on here? – Mad Fientist

sign up forms learn how

A personal finance blog with a simple sign up form with a very clean design. It uses social proof by mentioning that over 95,000 people have already signed up. It also offers an incentive in the form of access to exclusive content and software.

7. Be funny – Daily Pnut

examples for sign up forms

This world news summary newsletter uses a straightforward sign-up form. It uses a bit of humor (“make you sound marginally more intelligent”) that hints at the type of content it delivers – a satirical view on global news. The form design is minimalist, asking only for an email address and nothing more, so it is faster and easier to subscribe.

8. Collect data – General Assembly

how to sign up form

The incentive the company offers is 25% off a course.

The form collects relevant information about what potential customers are interested in and where they are located. This means they have to invest a little more time signing up, but the generous discount might compensate for that. The image used in this pop up supports its message without diverting attention from the main offer. Finally, the CTA button reminds users again that they are saving money by subscribing.

9. Compliment – Shinesty

great sign up form idea

This clothing company uses a sign-up form that offers a $10 discount. That’s a rather standard incentive, but this form also uses some humor to encourage sign-ups, which sets it apart from other forms: “By clicking that button, you’ll: 1) confirm you’re a genius…”

10. Inform – The Skimm

smart sign up forms

This email news service has a simple and inviting email list sign up form. It states the value you get very clear in informal language and with a hint of humor.

It also mentions the frequency, so subscribers know what to expect and reminds users that the service is free and to help conversion links to recent newsletters.

To sum up
, there are different ways to design an effective sign up for, but the most successful forms will typically offer a valuable incentive. A discount or some exclusive information can go a long way.

The decision whether to sign up is influenced not just by the incentive, but also by the copy you use, which should be inviting and easy to read, and the graphic design and visuals used, which should be clear and compelling.


Read more:

4 Benefits of Using Permission-Based Email Marketing

How to Start a Newsletter in 7 Easy Steps

How to Use Email Marketing to Build Customer Relationships