15 Newsletter Signup Examples and Why They Work [+Best Practices]

Are you struggling to draw new subscribers in? Growing an email list is a common challenge among businesses. Newsletter signup forms are your go-tool, encouraging new audiences to opt-in so they can receive your exciting news straight to their inboxes.

Great newsletter signup examples are designed to capture visitor attention and convert them into loyal email subscribers.

In this post, you’ll find the top newsletter signup practices to create memorable forms. Also, we’ll take a sneak peek at our favorite newsletter signup examples from other successful brands to get you inspired.

8 Newsletter Signup Form Best Practices

How do you get visitors to join your email list? The most common tactic is to give them reasons to do so. It might be investing in eye-catching newsletter signup form design, strong messaging, or an irresistible offer. Let’s explore how to make the most of the best practices in the book.

1. Choose the Right Signup Type

There are various form types to choose from to increase your conversion rates. Which are the perfect ones for your lead generation efforts? It depends on parameters like your business objectives and the audience group you’re targeting.

A food blog looking to capture casual visitors in search of recipe inspiration could pick an inline option embedded into the footer. It won’t disrupt the reading experience while remaining visible as they scroll. Whereas a SaaS business could create a landing page form to boost trial signups, including social proof to earn credibility points.

If you’re still unsure what resonates for different audiences and goals, you can also test different form options and placements to see what yields the desired results.

Now let’s go through the main types based on their placement:

• Sticky bar: This signup form remains visible at the top or bottom of the screen as the user scrolls up or down.
• Header: Such a form is found at the top of the website, therefore it’s the first thing the visitor sees.
• Sidebar: You can place a sidebar form on the left or right of the content— this practice works great for blogs.
• Landing page: This lead generation option is ideal to provide additional context and value.
• Scroll box: Scroll box forms appear when the user scrolls down a page without interrupting the experience.
• Exit-intent pop-up: This kind of popup appears when visitors are about to leave the website.
• Footer: A sign form that is displayed at the page footer, capturing visitors who scroll down to the end of your content.

Here are two different newsletter signup examples:

Esqido

Esqido chose a scroll box to get their visitors’ contact information, a form triggered while users scroll down.

It’s hard to miss the amazing incentive marked in red. This is an example of a newsletter signup form that checks all the boxes for success – a clear headline, concise copy, a product image, and a strong call-to-action.

Tattly

Tattly went for a popup form at the footer. There, they’re more likely to catch users with a higher buying intent. This means that the business builds an email list with qualified leads.

If you decide to create a similar form, make sure it stands out from the rest of the text. Here, the bold text highlighting the incentive and the straightforward CTA do the trick to encourage subscriptions.

2. Offer an Incentive

It’s only natural for people to want something in return for giving up their contact information. That’s why one of the most popular newsletter signup tips is to provide solid incentives for email signups.

This is a common tactic for most B2C eCommerce businesses, offering discounts or coupon codes on the first purchase to make subscriptions more appealing.

At the same time, in B2B, lead magnets are more popular choices. For example, free resources like eBooks, infographics, or templates drive more signups down the road.

In any case, make sure that your incentive is strong, valuable, or exclusive so you can get more users to join. Remember to run some A/B testing to find what works best for your target audience.

3. Εxplain the Benefits

Perhaps you don’t have helpful material at your fingertips to use as an incentive. Or maybe budget constraints prevent you from offering a first-time discount to every new subscriber. And that’s ok.

Monetary and gift incentives are indeed intriguing for most people. However, if you carefully choose the content you’ll create, subscribers can reap many benefits just by signing up for your newsletter. But first, you have to make them crystal clear.

So, what kind of content will land in their inboxes once they subscribe? Make sure your newsletter signup form shares just the right details on what visitors should expect. It could be product or service updates, insider news, exclusive deals, or early access to new products or services.

Apart the of type of email content you’ll be sending, another key signup form practice is to let people know how often you will send email campaigns. With spam emails piling up in their inboxes, it’s only logical that they want to learn about the email frequency beforehand.

As a result, they’ll be more eager to click on a CTA to join a monthly newsletter with valuable tips and updates compared to a vague message urging them to subscribe.

4. Keep it Simple and Clear

Effective newsletter signup examples are straightforward, guiding users towards a quick process. So, you should make your forms simple with only one or two steps to ensure completion. This translates into adding a few custom fields, depending on the visitor data you deem relevant.

The reason is that people aren’t willing to spend much time on filling out forms from brands that they probably aren’t familiar with yet. An equally important one is that users keep getting more suspicious towards businesses asking for excessive personal data.

So, what they’re after is making a small commitment, giving away just the contact information that feels right. Requesting more than that could lead to distrust.

However, there are cases where multi-step forms make sense. To create a user-friendly form completion experience, consider breaking it up into more steps. By doing so, you remove the frustration of filling out too many form fields at once. Consider engaging visitors with a compelling incentive or a qualifying question. Then, they can move to the second step where you will request their email list information.

Let’s discuss how such a multi-step form works.

Surreal

Now moving to Surreal’s multi-step signup form example, we can see how it can be as effective as a single-step form. Turning form completion into a gamelike experience, they first ask whether the user wants a 25% discount. Who could resist such a deal, right?

In the second step, the brand invites its audience to unlock the discount by filling in their email address. They also make sure to mention additional benefits of becoming a Surreal subscriber such as getting tasty bargains. Repeating the headline phrasing in the CTA is a clever idea to reinforce the message.

5. Mind Your Form Design

The first step to attractive newsletter subscription forms is designing them with simplicity in mind. But simple doesn’t mean boring since you need visually engaging forms that catch and retain your audience’s attention.

Carefully choose the design elements of your signup form so you can keep things minimal yet appealing. You should follow your brand guidelines, reflecting the look and feel of your website. Think of assets like colors, fonts, and visuals. All of them play a pivotal role into building a seamless user experience.

Newsletter signup form components aren’t limited to fonts or images, though. White space is a crucial asset, too, creating breathing room and helping users grasp the main message.

But not all businesses have the resources or time to design responsive and eye-catching signup forms from scratch. Thankfully, most online form builder apps like Typeform, Jotform, or even marketing platforms with form-building features like Moosend, offer premade subscription form templates.

These tools free your hands while offering you compelling designs that you can also tailor to your branding using intuitive drag-and-drop editors.

6. Make CTAs That Stand Out

When converting website visitors into email recipients, it all comes down to your signup form CTA. Therefore, you have to pay extra attention, ensuring it’s visible at first sight with a color scheme that pops out.

Also, you need CTA copy that communicates a straightforward message that reveals the action you expect readers to take. Plus, action-oriented language that motivates readers to click instantly. If there’s a specific value proposition involved, having it in your CTA is a smart move. So, instead of “Sign Up Now,” try something like “Get Your 10% Discount.”

Proper use of white space is essential for your CTAs, too, as it makes them stand out, especially when in contrast with the form background. For the same reason, don’t forget to use bold and large typography and place the button strategically.

7. Write Clever Copy

Flawless copywriting is mandatory for every successful asset in your digital marketing strategy. To get the right messages across, you should write catchy copy lines that help you convert your audience.

So what exactly do you need? An attractive headline, the main body, and a CTA button. All these elements must get to the point and emphasize the benefit of subscribing. Therefore, stay away from generic messages like “Join us” or “Sign up” and opt for more powerful phrases that reveal what’s in it for the reader.

Plus, make sure you’ll deliver on any promise you make in your signup form. Misleading users with benefits they won’t receive is a big no-no. Also, if you communicate a specific email frequency, you must stick to it when they become subscribers. Imagine a user’s frustration if they signed up for weekly updates and they just receive an email campaign every now and then.

Lastly, your newsletter signup form copy should match your tone of voice. A brand that’s popular for its friendly and humorous tone wouldn’t go for formal messaging in their form copy. The golden rule is to maintain your unique tone of voice throughout your communications.

8. Use Social Proof

Many businesses choose—wisely—to add social proof to their marketing mix. Why? Social proof elements work as trust signals, building credibility and motivating reluctant visitors to act faster. People are more likely to do something when they see how the same action benefitted others.

It usually comes with little effort on your side, too. So, ready to dive into this powerful tactic?

Here are the social proof types most marketers opt for:

• Customer testimonials
• Ratings in review platforms
• Number of email subscribers
• Expert endorsements
• Professional certifications
• Badges from respectful brands

You could even highlight special offers, limited-edition products or services, events, or any other exclusive benefit that your subscribers are enjoying.

15 Newsletter Signup Examples That Work

Now that we’ve analyzed what comprises an effective form, it’s time to check more real-world signup form examples to use as a source of inspiration. Let’s check them out and share what we loved.

Moosend

What we loved:

• During Christmas, Moosend chose an actionable headline that gets straight to the point, mentioning the gift and linking it with the holiday
• They invested in a colorful yet balanced design with a gift image and Christmas decoration items to match the holiday spirit
• Moosend gave the seasonal discount a name that’s a reference to the brand name and their mascot, Moo
• The countdown in the footer copy lets visitors know the time left to claim the discount

Nominal

What we loved:

• Nominal’s form headline stands out due to its original copy, showing appreciation and a giving attitude
• The 20% discount is placed at the front and center, which makes it hard to miss
• The simple and elegant form design with a clean signup section and a compelling image showing a girl wearing the brand’s jewelry
• They set expectations on what users should expect from the newsletter

Charity: water

 What we loved:

• Charity: water uses a strong headline that adds value immediately
• The concise and inspiring copy, clearly explaining the benefits of the free eBook
• The use of the first person in the CTA, making visitors relate to the message

Allbirds

What we loved:

• Allbirds used original copy to outline what the potential customers should expect from the brand in its emails
• They nail the conversational style in the headline by using slang language and a question to target exclusivity fans (yes, we do want first dibs!)
• The “new limited-edition products” part increases the chances of conversion as consumers appreciate getting there first
• The note stating that they can unsubscribe whenever they wish is a thoughtful addition, showcasing a trustworthy business

Nerd Fitness

What we loved:

• Nerd Fitness used motivational and powerful copy to encourage visitors to subscribe
• The headline and matching visuals highlight the access to free resources, such as guides and free tools
• They indicate that these resources sent in their newsletter already provide value to 300,ooo people, triggering consumers’ need for belonging.

Revelry

What we loved:

• Revelry uses this newsletter sign up form example to offer visitors a free entry in their competition so they can claim the $200 gift card
• The user can also select if they’re the bride, bridesmaid, or have another role, which helps the business with its email segmentation efforts
• They included a powerful image that shows two bridesmaids in stunning dresses

Slightglass Coffee

What we loved:

• Slightglass Coffee’s newsletter signup example includes several benefits that their email subscribers enjoy
• They place the 10% discount on the first order in the headline so it’s the first thing the the visitor sees
• They do a great work in playing the exclusivity card to evoke the feeling of belonging to a priviledged group
• The image with their product in use makes readers long for a nice cup of coffee

Topo Designs

What we loved:

• Topo Designs uses a bold and actionable headline with urgency elements to prompt immediate action
• The red color of the CTA button is alarming while the white space surrounding it contributes to the eye-catching look and feel
• The form copy says it all: To claim the 15% discount, you only need to complete your email address
• Topo Designs added a link to the privacy policy on the signup form footer, which is a smart move regarding GDPR compliance

Bohemian Traders

• Bohemian Traders chose wisely when they added a stunning image of a model showcasing their clothes to grab attention
• They asked for the visitor’s date of birth so they can send personalized email content to subscribers on that special day, perhaps throwing in a birthday discount
• The 10% discount is the first thing the user sees, a nice incentive to purchase for the first time
• They provided all the details as to why they request the visitor’s mobile and added the terms and conditions of their SMS and email marketing

Frank Body

• Frank Body uses its unique, cheeky brand voice in the copy with phrases like “Go on, babe” and the brand’s pastel colors to showcase its identity
• They highlight the 10% first-time discount, and the different types of email content their subscribers will receive in future email campaigns
• They use a different tactic in the email CTA, turning it into a question to pique the reader’s curiosity
• The CTA directs the reader to a fun skincare quiz, which is an excellent way to engage them from the first touch point—here it is:

Frances Valentine

What we loved:

• Frances Valentine invests in a minimalistic form layout, having a signup section with just one field to facilitate subscribing
• They use a crystal clear message in bold red and plenty of white space to make it pop
• The colors and typography match the ones on their site, ensuring a strong and consistent brand identity
• They add an image of a girl wearing one of the brand’s colorful dresses, so users instantly visualize the experience

Graza

What we loved:

• Graza highlights the free-shipping offer, mentioning the specific details in short
• The brand colors and fonts used in this newsletter signup example makes the form integrate naturally in the website
• The inclusion of the brand name in the CTA and the product image further boost brand recognition

Solo Stove

What we loved:

• Solo Stove’s is the perfect newsletter signup example of “the shorter, the better” rule, only asking for the user’s email address
• They place the signup form at the homepage footer to attract visitors who’ve scrolled down until the end of the content
• The warm (pun intended) headline, the powerful incentive, and the action-oriented copy are effective tools to drive conversions

Poketo

What we loved:

• Poketo chose a floating bar that fits perfectly with the rest of the website design
• They use short and concise copy with actionable verbs and an engaging question
• The warm question in the headline shows the business’ intent to form close relationships with potential customers
• They add a 10% discount as incentive, highlighting it with a vibrant color

The Hoxton

What we loved:

• The Hoxton invested in a clean and minimalistic design in this signup form example, focusing on the key information
• The catchy headline highlights the exclusive nature of the email content
• They let readers know that they’ll be the first to hear about their exciting updates, making them feel special

How to Design a Newsletter Signup Form

Creating attractive newsletter signup forms might sound like a lot to take on. Moosend’s versatile signup form builder allows you to design beautiful and functional forms within minutes—even if with no experience and tech skills.

Start by picking the right subscription form between the following types:

How will you know which elements to put together? No problem, since you may pick one of the built-in signup form templates that align with your lead generation efforts. They come with professional, fully customizable designs, including all the necessary components.

Using the straightforward form builder, you can delete, move around, and tweak content blocks as you see fit. Adding your own brand assets like fonts, colors, or images, and tailoring the copy is just a matter of a few clicks. To take some of the workload off, use Moosend’s AI writer to improve your copy, adjust the tone, or fix spelling and grammar.

Note that you can also set up your form’s visibility settings, choosing when the form is displayed and whether recurring visitors see it. Also, the conditional rules allow you to show or hide the form, depending on the audience group, as well as decide where on your website it appears:

There’s the option of publishing your form directly on your website or external platforms of your choosing. Once you set things up, you’re ready to review your settings and hit “Publish” to get those valuable subscribers into your list!

Pick a template!

Newsletter Signup Forms That Click No Matter What

Are you inspired by the fantastic newsletter signup examples above? Find the ones that suit your brand style, choose the best incentive, and demonstrate it as effectively as possible.

To build a seamless signup process that will boost your lead generation, schedule a welcome email using automation to show your appreciation to new subscribers. In addition, if you offer an incentive like a coupon or discount, explain how they can claim it.

Looking for an email marketing solution with top-notch subscription form features? Sign up for a free Moosend account today to streamline a successful marketing process using the easy-to-use form builder and pre-made templates.