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Simply having a great product and a stunning website is no longer the key to success — to run a successful business online, you need an email list.
Marketing your offers to email subscribers that have already shown some interest in what you have to offer is far more likely to lead to sales.
But how do you get those precious email addresses?
With an effective opt-in form of course!
An opt-in form is a form that asks visitors for their email addresses, while giving them something of value in return, usually in the form of a lead magnet.
By opting in to your email list, subscribers give you consent to send them marketing campaigns, promotional emails, newsletters, etc.
Most email service providers (ESPs) have spam filters in place, and sending unsolicited emails will land you in the spam folder.
With approximately 122.3 billion spam emails going out each day, opt-in forms help ensure your emails aren’t one of them.
More importantly, an opt-in form is required by email marketing laws.
Violating these laws can lead to some pretty substantial fines and penalties, so make sure to stay on their good side.
Let’s find out what kinds of opt-ins you can create.
These are the 5 most popular types of pop-up opt-in forms:
2. Floating bar
3. Splash page
4. Exit-intent pop-up
5. Content form
But which one will work best for your marketing strategy? Let’s find out.
2. Floating bar
3. Splash page
4. Exit intent pop-up
5. Content form
An example of a content form from HubSpot’s blog
A popup is a form that pops up in front of the visitor after they’ve been on your site for a certain amount of time.
Whereas, a landing page is an entirely separate webpage with the intent to convert visitors.
Pop-ups tend to be more effective than landing pages — here’s why:
Now that you know the difference, let’s check out some inspiring opt-in form examples and what makes them successful.
Essentially, you want your opt-in form to encourage new subscribers and generate qualified leads.
There’s no need to reinvent the wheel here, so we’re going to show you exactly what works, as well as some key elements that are guaranteed to grab a visitor’s attention.
Let’s dive into our top tips for creating a high-converting opt-in form.
Using only one type of opt-in form isn’t effective at encouraging new subscribers.
Different users will consume your content in different ways, so make sure that you’re catering to everyone.
Here’s an example from the Digital Marketing Institute (DMI):
DMI uses a pop-up to announce an offer or an exit intent pop-up to catch potential leads on their way out.
This effectively caters to different branches of their audience.
Some users will close your pop-up without even looking at your offer — to combat this DMI uses a banner to gently remind them to take action:
There are two opt-in processes that you can follow — either a single opt-in or a double opt-in.
A single opt-in requires only one action — usually inputting an email address.
The double opt-in involves more than one step.
This opt-in method is used effectively by Sam Dey and consists of just 2 steps:
1. With a pop-up opt-in, he asks for just a first name and an email address:
2. Here, he just requests that the user verifies their email address:
The double opt-in process is longer, but it’ll ensure a lower bounce rate and more qualified leads.
Take the time to find which process will work best for your business.
Creating an opt-in form that’s triggered by a specific action (like abandoning a cart) helps you target users based on their specific interests.
Here’s an example from Everlane — the opt-in form is triggered depending on which section of their website you’re browsing:
This allows them to segment their list more effectively, and to target the right customer with the right message, at the right time.
The more time users need to spend to fill in your form, the more likely they are to bounce, so make your opt-in process as simple as possible.
You can limit it to just one field, as Pull&Bear have done:
The email address is the most important!
You want the CTA button to be visible immediately — your visitors shouldn’t wonder what you want them to do or where they should sign up.
For example, have a look at how Coschedule uses contrasting colors to make their CTA eye-catching:
Use a color picker to explore which colors would work best for your CTA — just make sure your button copy is clear and easy to read!
While a sticky bar reminding users of your weekly newsletter might convince some visitors to subscribe, a pop-up lead magnet won’t have the same effect.
Don’t interrupt your visitors while they’re reading your content to ask them to sign up for your newsletter.
You need to promise them something more valuable!
Here’s a great example — Olivier Roland provides his viewers with a real incentive (more powerful than a newsletter) to get their email addresses:
By presenting them with a free offer they simply can’t refuse, you’ll have no trouble getting them to subscribe!
A great way to encourage more email opt-ins is by creating forms and lead magnets that speak directly to the user’s intent.
The more specific the form, the more leads it will gather.
SEMRush’s in-content opt-in form appears on a blog post about why you need a content calendar:
By giving readers a valuable offer that’ll solve their content calendar-related problems, you’ll see a serious spike in lead generation.
At the same time, a hyper-specific offer like this will help build your relationship with your audience.
Website visitors looking to learn about a problem they’re facing will be reminded to subscribe and convinced it’s worth it.
How the different design elements interact with each other greatly affects the viewer’s response.
Here’s an example from goop:
Like Gwyneth Paltrow’s goop brand, you’ll want to:
Images can also be a great addition to your opt-in form, but they need to be relevant to the offer and evoke the right emotion.
A/B testing is your best friend in the marketing world.
From the copy to the colors, to the layout — the more you test, the better your form will be.
By partnering with a tool like systeme.io, you can easily split test your pages and compare the data:
systeme.io’s A/B testing capabilities
Even better, why not use this easy platform to build every opt-in form on your website?
Creating an opt-in form with systeme.io is very easy. All you need to do is:
Step 1: Sign up for your free account
Enter your first name and email address and you’re ready to go!
Step 2: Head to your funnels, and to begin creating your opt-in forms, first select what it is you’ll be using your pages to achieve:
Create a funnel with systeme.io
Step 3: Next, select create step, and choose the type of opt-in page you want from the drop-down menu:
Create an opt-in form with systeme.io
Step 4: Choose from one of our many templates:
systeme.io’s opt-in templates
Step 5: Click on the wand icon to customize the template:
Opt-in form configuration
Step 6: Customize the template to your heart's content with our easy-to-use editor:
systeme.io’s drag-and-drop editor
Simply drag the elements that you want onto your opt-in form, or click on the elements on the template to remove or customize them as needed.
You can also view and edit how your opt-in form will appear on mobile devices.
Step 7: You can edit the form input depending on the information you’re wanting to gather from your customers:
Editing your form field with systeme.io
Here you can add as many custom fields as you feel is necessary to get the information you’re needing.
Step 8: Link your CTA button to the appropriate page that you want your CTA to take them to, i.e. (the next step in your funnel, your order form):
Step 9: Control when your opt-in popup appears on your website:
Opt-in form settings
There you have it! Creating opt-in forms with systeme.io couldn’t be any easier.
Not only does systeme.io help you grow your list, but we also have a suite of powerful features built to scale your entire business.
All of systeme.io’s features are geared to help you launch, grow, and scale your business.
With us, you’ll get access to:
With systeme.io, you also get tools to:
And more, for free!
Having everything you need seamlessly integrated into one platform will allow you to run your business more efficiently.
systeme.io’s pricing plans
Systeme.io has a Free plan, as well as 3 paid plans. Our Free plan is free forever, and no credit card details are required!
All of our plans give you access to the following features:
With the Freemium plan, you also get access to:
Scaling your business with systeme.io also couldn’t be more affordable:
A well-designed opt-in form can be the key to building your list and converting more leads into paying customers.
With systeme.io, you can build a great opt-in form and manage all those contacts that come streaming in!
Visit systeme.io today to sign up for your free account, and get a head start in running your business!
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