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The first interaction your audience will have with your brand is most likely when visiting your website. Ensuring there is ample opportunity for them to receive future communications via email is key. Using a sign-up form to capture these email addresses is an easy first step, but if this process isn’t straightforward or clear, many of these contacts may be lost or put off.

Make sure the placement for the first sign up option is identifiable in a part of the homepage where little navigation is needed. Take a look at some of the examples below from brands that are getting it right:

Ted Baker has a great tone of voice across their whole brand, portraying ‘Ted’ as your personal shopper. After entering an initial email address, you are greeted with a ‘Good move, you’ve signed up!’ message, highlighting how opting in for Ted Baker communications will be worth your while. The additional options on the form to collect preferences about store location, gender and birthday are presented as ‘one for you, one for me’. E.g. For every piece of data you give us, we’ll give you a reward or treat in return.

ted baker signup form

ted baker form

Feel Unique use a simple pop up sign-up form on their website asking only for the email address to begin with. This leads to a more elaborate form. Using statistics and customer feedback about your service is a great way to convince subscribers that they are part of a community once signing up (top left corner in the example below). By requesting information about the individual like their skin type or hair length, Feel Unique could send exceptionally targeted campaigns about skin type or hair colour, dependent on these preferences.

feel unique signup from

feel unique form

The Litmus newsletter is a great example of selling the benefits for signing up whilst keeping the process clean and simple. Just supply your email address and you will receive the latest updates that are relevant for Marketing pros, because you are a pro too.

litmus signup form

Hotel Chocolat has an email capture field on the footer of their website and once submitted, you are directed to this clean and minimalist form. It uses in-form validation to ensure a live email address and full name is entered before you can be added to their mailing list. Then, using tick boxes, the user can pick and choose which topics they want to receive emails on, ensuring Hotel Chocolat only send relevant content to those chocoholics.

hotel chocolat signup form

Some key points to bear in mind