In the last 12 months, 77% of marketers have seen an increase in email engagement. Cold prospects get to know and trust you, while you stay top of mind (or top of inbox). However, your team needs to drive signups to reap the benefits.
That all starts with your sign-up form. Better email sign-up forms can help grow your lists, increasing your brand’s engagement. See these email newsletter sign-up form examples for inspiration.
An email newsletter sign-up form collects email addresses from prospects. These forms are embedded on a web page. Visitor can then enter their email address and get added to your email newsletter.
The best thing about email opt-ins is that you can build a pipeline of leads to nurture. Over time, your email list can turn into a valuable source of revenue. Here are our tips for how to get more mailing list sign-ups.
How to Increase Email Subscribers
Monitor your metrics.
Investigate pipeline gaps.
Use contrasting colors.
Offer value and choice.
Try out different phrasing.
Consider user intent.
Minimize the number of forms and CTAs.
Use a form builder.
Use pop ups.
1. Monitor your metrics.
Your conversion rate refers to the percentage of website visitors who convert on your opt-in. To calculate your conversion rate, divide the number of conversions from that form or offer by the amount of traffic to the page or post it’s on.
Let’s say you have two forms for the same newsletter. One form has a 3% conversion rate. The second converts .8% of page visitors. The form with the higher conversion rate generates more leads and produces more value for the sales team.
With 1000 website visitors, the first form would generate 22 more leads than the second. That’s why conversion rate optimization is so important.
2. Incorporate calls-to-action.
Conversions to your email sign-up form only happen if the form is seen. For this reason, you should be putting the opportunity in front of your website visitors.
Identify your highly visited pages and put your form or calls-to-action (CTA) on them to maximize visibility.
3. Investigate pipeline gaps.
If you don’t have a large amount of traffic, finding ways to increase it may be a more worthwhile activity. Conversions only happen when there’s an opportunity to convert. With no traffic, there’s no opportunity.
You won’t have the means to increase your conversion rate if the starting number is zero. If traffic is low, your conversion rates may not be statistically significant.
4. Use contrasting colors.
The last thing you want is for a potential subscriber to miss the opportunity to convert simply because they didn’t notice it was there. Use contrasting colors to make these conversion elements stand out.
For instance, in the example below, Kiss Metrics has identified correlations between specific colors and shopper psychology. Specific hues and contrasts elicit specific responses. Using color theory can encourage prospects to act.
Prominent page placement is a game-changer when it comes to increasing conversion rates on email sign-up forms. A form or call-to-action can go in many places, including:
The top of the page.
Within the text of the page.
In the sidebar.
At the bottom of the page.
As a pop-up generated from a user action.
You’ll want to test which placements work for your conversion rates. For example, if people aren’t making it to the bottom of a post, they may not see your call-to-action. Through testing, you’ll be able to determine the placements that work best for your audience.
6. Offer value and choice.
Today’s internet user knows handing over their email address may result in email solicitation or, in some cases, spam. That may not be your intention, but that doesn’t erase their caution. To overcome this caution, you must incentivize them to give it up.
Promising high-value content that they want, providing social proof that your newsletter is valuable, holding giveaways or contests, and being transparent about what they can expect are all ways to provide the incentive.
Another option is to offer the user the choice of what type/category of content they’d like to receive. Nothing like autonomy to keep ’em coming back!
7. Reduce friction.
“Dollars flow where friction is low.”
— Brian Halligan, INBOUND 2019
The more friction that a visitor encounters, the less likely they’ll sign up.
One way that you can reduce friction is by removing form fields to make the process of signing up faster. The number of required form fields should be proportional to the amount of value you’re providing. Too many fields will cause the user to bounce. Instead, ask for less up front and have your team gather additional information after the individual has become a lead.
8. Try out different phrasing.
Don’t be afraid to scrap phrasing that is underperforming. Maybe the word “newsletter” fails to appeal to your specific audience. Switch it out with something different and monitor your metrics to see what happens.
9. Consider user intent.
Your website visitors landed on your page for a reason. If your offer doesn’t help them meet that need, they won’t be incentivized to convert.
For example, let’s say you have a blog post that compares your product or service to a competitor’s. The visitor arrived here because they want to see how well you match up with others in the industry.
If your on-page offer is an ebook with “Reasons Why You Should Buy [Product/Service],” you may fall flat. If the user is already comparing providers, they already know the value of the product or service. They’re just figuring out which provider to go with.
In this scenario, an offer suited to this intent, like a product demo, will work much better.
Consider the intent on your pages and craft offers that match up with that intent.
10. Minimize the number of forms and CTAs.
As the old saying goes, “A confused mind says no.” If you present website visitors with too many choices, you run the risk of driving them away completely.
Consider presenting one offer or conversion element per page. If that’s not possible, find other ways to reduce the confusion and make it clear exactly what you want the website visitor to do.
11. Use a form builder.
Someform builders (like HubSpot’s) can remove form fields if the CRM already knows the information. This clears the friction of the user typing that information again. Creating an easy user experience will increase your conversion.
Pop-ups may seem intrusive. However, when used correctly, they convert! By using apop-up tool, offering something of value, and using specific triggers (such as exit intent), you can create a pop-up experience that isn’t annoying and generates leads.
Testing has been mentioned already in a few of the tips above, but it stands to get its own section. Improvement doesn’t happen in a vacuum. By testing hypotheses and continuing to iterate improvements, you’ll learn about your audience and increase email sign-ups as a result.
A lead might provide their email address for any number of reasons — to receive details about sales, blog post notifications, a discount code, or information about your business. In any case, that makes your email sign-up form one of the most important things on your site.
Let’s go over some ways to create a sign-up form that will get more leads on your email list.
Clear Value Exchange
Place and Time
Whether you’re looking to reach ten people or ten million, you’ll need to create a sign-up form that gets people excited to sign up. Here are some best practices that will help you create a high-converting email sign-up form.
1. Clear Value Exchange
An email address is a valuable commodity. Your offering should be worth their while. Add a short description to the top of your email sign-up form that describes what your lead will get in return for signing up and make it good.
For example, instead of saying ”Sign up for our weekly newsletter” you should say, “Sign up for our newsletter to receive exclusive deals.” A strong incentive means your website visitors aremore likely to convert.
Pro tip: Your leads should be able to answer the question, “What’s in it for me?” when they complete your form.
2. Double Opt-In
You don’t necessarily need more sign-ups. You need quality sign-ups. These quality sign-ups mean fewer fake leads wasting your time. Plus, there are fewer chances that you’ll end up in SPAM.
To ensure quality sign-ups on your form, consider using adouble opt-in. This is the type of email subscription that confirms your lead wants to be added to your email list twice. The first time is when the lead enters and submits their information using your web form, and the second requires the lead to click an additional CTA (usually in their inbox) that confirms their submission.
A double confirmation means a high-quality relationship with your leads.
Successful email sign-up forms are straightforward and clear. A lead should be able to look at the form, enter their information, hit “submit”, and carry on with their lives within a matter of seconds. If your form is too complex, you risk losing the interest of your website visitors.
Remember: Your email sign-up form is just a way for visitors to sign up for emails. Your team can build from there.
4. Place and Time
The placement of your email sign-up form on your website matters. Think about how you want your website visitors to find your form. Do you want your form to pop up on the page the second someone lands on your website? Do you want them to scroll down to the bottom of your homepage to find your form? Or do they need to land on a specific page on your site?
Form placement isn’t one-size-fits-all. Think about where most visitors land on your site, how your buyer personas want to interact with your brand, and the overall user experience.
Consider questions like, “Will my target audience get frustrated with a pop-up the second they enter our site, or will they find it helpful?”
5. Kickback Emails
Once someone completes your form, thank and welcome them.
A kickback email gives your new lead something in return for their information. In the case of an email sign-up, you’ll want to welcome your new lead and perhaps offer them links to useful content. Get them excited about their decision to give you their personal information.
This is also where you can provide your new leads with their discount codes, details on future sales, access to exclusive communities, why you value their interest in your business, and how you will support them in the future.
Now that we’ve reviewed email sign-up form best practices, let’s dive into some examples. Here’s a collection of our favorite email newsletter forms and CTAs.
The Hustle website has an email sign-up form with a clear benefit statement. Any website visitor could look at this subscription landing page and understand what they will get from signing up in a matter of seconds.
When you head to Blavity’s website, the first thing you see is their email pop-up. That’s because their entire business revolves around a subscription.Blavity is an online publication that gathers top news stories from around the globe. The placement of their sign-up form fits with its offering.
Anthropologie places their email sign-up form towards the bottom of their homepage after users have had a chance to look around and become familiar with the site. Their sign-up form has a short description of what leads can expect once they sign up. Anthropologie also respects their visitors’ time by simply asking for an email address.
Quest Nutrition’s form is in a pop-up window that dims the background, eliminating any distractions. The form offers incentives like recipes, discounts, and surprises for visitors to sign up. Only an email address is required. Website visitors also have the option to bypass the pop-up and look around the site instead.
Email sign-up forms are a simple, efficient, and effective way to obtain leads, create more conversions, and increase your overall sales. You’ll reach your audience with email sign-up forms that are straightforward and embedded in a convenient location on your website.
So, take a few minutes to create your own email sign-up form and get started broadening your customer base, developing relationships with your potential customers, and increasing your number of leads today. From there, you can close the gap between lead and customer through email marketing.
Editor’s note: This post was originally published in October 2018 and has been updated for comprehensiveness.
This afternoon, HubSpot announced it would be making cuts in its workforce during Q1 2023. In a Securities and Exchange Commission filing it put the scale of the cuts at 7%. This would mean losing around 500 employees from its workforce of over 7,000.
The reasons cited were a downward trend in business and a “faster deceleration” than expected following positive growth during the pandemic.
Layoffs follow swift growth. Indeed, the layoffs need to be seen against the background of very rapid growth at the company. The size of the workforce at HubSpot grew over 40% between the end of 2020 and today.
In 2022 it announced a major expansion of its international presence with new operations in Spain and the Netherlands and a plan to expand its Canadian presence in 2023.
Why we care. The current cool down in the martech space, and in tech generally, does need to be seen in the context of startling leaps forward made under pandemic conditions. As the importance of digital marketing and the digital environment in general grew at an unprecedented rate, vendors saw opportunities for growth.
The world is re-adjusting. We may not be seeing a bubble burst, but we are seeing a bubble undergoing some slight but predictable deflation.
Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.
He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.
Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.
Happy customers love to share their experience, but sometimes they need some encouragement to do so. The cool thing is, once they do, they become even more loyal to your brand.
So, at this stage of the Customer Value Journey, ask people to share their positive experience with your brand by writing a review or sharing a social media post.
Once you get to stage seven, the Customer Value Journey is going to get a whole lot easier for you. This stage is all about learning your customer’s experience, and building up your testimonial database.
The most important part of this step is asking these four questions.
What Was Your Life Like Before Finding Our Solutions? What Challenges Were You Facing That Caused You to Consider Us?
These questions are great not only because it gives you some really good stories, but because it gives you some insight on how you can provide similar prospects with that AHA moment. Understanding the average day of your clients is important in reflecting on your Customer Value Journey, and helps you understand what really set you apart from your competitors.
What Key Features Had the Biggest and/or Fastest Impact?
Not only is this going to get you to really specific stories, you will understand the specific things you provided that gave the biggest impact. The answers to these questions will not only give you great insight and testimonials, it will provide you with ideas for new lead magnets. This part is a new Entry Point Offer goldmine!
What Has Been the Impact or Results in Your Life or Business Since Using Our Product or Service?
This is a fairly broad question, and that’s why we put it after the others. You will have already gotten all of the specifics out of the way with #1 & #2. But when you ask this question, this is where you get the most valuable stories. You can use this part as testimonials, as an order form, as a sales page, this part is testimonial gold.
If You Were Asked to Justify this Purchase to Your Boss or a Friend, What Would You Say?
This is our favorite question by far. If you had to go back in time and justify this purchase, what would you say? I promise you what we’re going to find is a lot of great ideas for the jobs that your product or service has done. You’ll get a lot of great ideas for your core message canvas. This question is about backfilling all of the assets that you may not have. Here you’re going directly to the customer who are already happy, and using their justifications to help you sell to new customers.
Hopefully you now understand just how valuable the Advocate stage could be, as well as the key questions you need to ask to get your customers talking. Here’s how it works for our example companies.
When it comes to fashion we all love to show off our outfits. So a good example for Hazel & Hems would be to have customers write reviews for a discount code or points towards their next purchase.
Better yet, follow up with the customers to ask them to share and tag themselves wearing the items in a social media post and providing them with something valuable as a reward.
For Cyrus & Clark Media, hopping on zoom meetings or a streaming service for live talks about them and their business could generate valuable awareness for them, and a live case study for the agency. They can use the questions Ryan provided during this lesson to conduct the interview.
Through deals and coupons, Instacart has saved consumers more than $700 million in 2022. As we dive into 2023, the leading grocery technology company in North America has big plans to help consumers save even more while also helping CPGs generate sales. Instacart recently announced an advertising solution that helps both sellers and consumers called Instacart Promotions. This exciting feature is designed to help drive conversions, boost sales, and generate overall engagement on the app.
Interested in this feature and how it can help your business on Instacart? Read on as we dive into everything you need to know about this ad solution including benefits, how to get started, and more.
What are Instacart Promotions?
Instacart Promotions is an advertising feature that’s now available to all brand partners, including emerging brands, within their open beta program. Promotions give CPGs the opportunity to offer new deal structures, promotions, and incentives with Instacart Ad campaigns. With this feature in place, consumers will have access to more promotions, coupons, and deals that are tailored to them within the Instacart Marketplace.
“With the launch of our new Instacart Promotions, all of our brand partners now have the ability to set up coupons and promotions that can drive meaningful business results while also passing on more savings opportunities to consumers. We’re proud to continue expanding our portfolio with additional self-service capabilities, ad formats that drive results, and measurement that brands need to understand the true impact of their campaigns on Instacart.”
– Ali Miller, VP of Ads Product at Instacart
How Do Instacart Promotions Work?
Promotions, now available in Ads Manager, gives consumers the ability to discover more promotions and savings opportunities within the Instacart app. These promotions now show up directly on product item cards before checkout for easy accessibility. Promotions allow advertisers to customize their campaigns to sync with their goals and objectives whether that be driving sales, building baskets, or boosting trials.
Athletic Brewing, General Mills, Sola Company, and Wells Enterprises (maker of Halo Top) are strengthening campaign performance by pairing Instacart Promotions with ad formats such as Sponsored Product and Display. Instacart Promotions include two new flexible and customizable structures: Coupons (“buy X units, save $Y”) and Stock Up & Save (“Spend $X, Save $Y”).
According to Instacart, in the coming months, the company “will work to further enhance the new offering with new deal structures such as Free Gifts and Buy One, Get One (“BOGO”). The new deal structures will help brand partners run “Free Sample” programs that can win new customers and serve personalized discounts for different customer segments, such as “new to brand” and “new to category.”
Instacart Promotions Benefits
Deliver Value and Savings to Consumers
With Instacart Promotions, you have the opportunity to deliver value and savings that will have consumers coming back for more. With this savings feature, your brand can stand out among the competition and offer a variety of deals to shoppers ie: “Buy X units, Save $Y”.
Hot tip: Ensure you are selecting products for your promotion that are well-stocked and widely available.
Tailor Your Campaigns to Specific Objectives
With a variety of savings options available, your brand can structure deals to fit specific business goals and objectives.
Hot tip: If you’re looking to drive visibility and awareness, try pairing promotions with Sponsored Product campaigns.
Access Real-Time Performance Insights
The Promotions beta program is live and can be accessed within Instacart Ads Manager. Within Ads Manager, advertisers can access real-time insights to maximize performance and adjust campaigns as needed.
Hot tip: Make sure your budget matches your discount and objectives.
“As an advertiser, Instacart’s unique offering to self-manage promotions is so exciting! Historically, making adjustments to offer values and other promotion parameters was a more manual process, but now we’ll be able to easily make optimizations in real-time based on redemption performance.”
– Emily Choate, Senior Specialist, Marketplace Search at Tinuiti
Interested in Instacart Promotions?
With Instacart Promotions, you have the opportunity to reach new customers, build bigger baskets, and drive sales. Interested in testing out the beta program or looking to get started with advertising on the app? Drop us a line – we’d love to help elevate your CPG brand on Instacart.