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The best signup form examples understand their role in the customer journey and provide solutions to hesitancy and conversion barriers.
For instance, a free shipping form could trigger on exit intent during checkout, and a VIP access form could show to visitors looking at premium goods.
Incentivization, providing immediate value, and creating a fear of missing out (FOMO) are other proven ways to increase your signup conversion rate.
Join us below to discover 13 email signup form examples and learn how Omnisend helps you build professional, high-converting ones.
A signup form collects contact information from visitors who want your content or offers. It can appear as a popup, flyout, embed, or landing page to grow your contact list and capture the information necessary for email and SMS marketing activities.
Once you have a list of active subscribers, you can create newsletters, SMS drip campaigns, and automations (e.g., for subscription anniversaries) to increase sales.
Signup forms can also be used to attract event registrations, webinar attendees, contest entries, community memberships, and consultation bookings.
Unlike social media followers or search traffic, an email list is a digital asset you own entirely, free from platform algorithms, policy changes, and third-party restrictions that could otherwise limit your marketing reach.
13 signup form examples in 2025
Check out these email signup forms to inspire your list-building efforts:
Jewelry retailer Tiny Rituals gamifies its signup form with a multi-choice discount. Visitors can choose from three bracelet packs, and upon selection, the next form step reveals the exciting message, “YOU’VE GOT A Mystery Discount,” along with an email field to complete the process:
Image via Tiny Rituals
This signup form is a fantastic example of turning information exchange into an enjoyable experience. Visitors pick their favorite product, commit to the process, discover they’ve unlocked a mystery discount, and only get it after providing their email.
What can be learned
Gamification makes forms feel less transactional
Mystery discounts create curiosity to increase signups
Stuffed toy retailer Cuddle Clones uses a countdown timer in its signup form to create urgency and FOMO. To sweeten the deal, visitors are offered a significant discount ($150 off) for signing up. After entering an email, the next step prompts users to provide their phone number:
Image via Cuddle Clones
Breaking the form into two parts reduces fatigue and increases the chances of submitting additional information. The CTA “ACTIVATE YOUR SAVINGS” clarifies the purpose of the final step.
We also like the welcome series email after submission, as it frames the subscription as being in a club and clarifies the five-day limitation on the discount:
Image via Cuddle Clones
What can be learned
Countdown timers increase conversion rates
High-quality welcome series emails are an essential part of your workflow
JLab utilizes a flyout form with a sticky “10% OFF” tab that stays visible as customers browse its website. The tab discreetly grabs attention without disrupting the shopping experience until clicked.
Upon opening, it displays the message “SAVE 10% WHEN YOU SUBSCRIBE,” followed by a single email field and consent information to alleviate privacy concerns. Visitors can close the form, although the sticky tab is always present for future engagement.
What can be learned
Unobtrusive forms respect customer shopping sessions
Persistent tabs capture interest at the moment of engagement
OLAPLEX prompts visitors with an enticing 15% discount on their first order before requesting an email, ensuring they commit to the offer before revealing the details.
An image of a model holding hair products alongside the “YES/NO, THANKS” option makes the offer more tangible and attractive. Clicking “YES” takes visitors to the next step:
Image via OLAPLEX
Email capture rates increase because visitors first accept the value proposition and then provide contact details as a natural next step.
What can be learned
“Yes/No” choice creates a psychological buy-in
Product imagery reinforces the value of your discount offer
Waterproof shoe brand Vessi integrates an eye-catching subscription box in its footer to capture eager scrollers and information-seeking visitors.
The streamlined layout puts the email field front and center under a bold “Sign up now!” prompt, making it effortless to subscribe. A compelling 15% discount incentivizes visitors to hand over their details, while white text on a blue background and an inspirational message (“Let’s bring the magic of water to the world.”) ensure the form stands out and feels like a natural extension of the site’s design.
What can be learned
Your footer is prime real estate for capturing scrolling shoppers
Combine motivational language and incentives to encourage signups
The Foggy Dog’s signup form entices first-time visitors with a 10% discount and a fun image to grab attention. Appearing five seconds into browsing, it keeps things low pressure with a “CONTINUE” CTA instead of a hard ask.
The clean, branded design — featuring a logo and matching fonts — ensures a seamless experience across mobile and desktop, making it a great example of a simple yet effective signup strategy.
What can be learned
Brand consistency signals legitimacy to hesitant shoppers
A simple form design eliminates unnecessary friction points
Water bottle retailer Cirkul displays its signup form as soon as visitors arrive at the site, immediately engaging them with a choice: “I NEED a Cirkul bottle!” or “I HAVE a Cirkul bottle!”
Before entering an email and clicking “Claim Offer,” that multi-choice option segments visitors by ownership status. This smart approach activates different email workflows with unique offers.
What can be learned
Instant popups capture attention before visitors leave
Choice-based forms create personalized experiences
American Girl’s site features a sticky “Get 15% off” button that activates its signup form. Visitors then select who they’re shopping for (Myself, My child, My grandchild, Other) before entering their email address to grab the discount.
The streamlined approach captures both contact information and relationship data in one submission. Privacy information and offer details appear below for transparency without distracting from the form’s primary focus.
Baby and kids’ clothes retailer Posh Peanut leverages its Marvel collaboration with a Spider-Man-themed signup form, featuring a logo and playful background image to promote 10% off its upcoming collection. The countdown timer adds urgency, reinforcing the set launch date.
After signing up, the welcome series email keeps the Spider-Man theme exciting with “YOU’RE IN!” and “COMING SOON!” messaging to confirm the subscription:
Image via Posh Peanut
What can be learned
Collaborations with famous brands appeal to broader audiences
Adding launch dates for upcoming ranges sets realistic expectations
Beauty retailer Morphe’s signup form uses an animated image (GIF) and “DON’T LEAVE YET” messaging to grab attention for its 20% discount.
Its “Join the Movement” CTA button makes signing up feel like an exclusive opportunity while fostering a sense of community. Meanwhile, the “I’ll pass for now” option keeps the interaction low-pressure, reassuring the visitor that they can always join later.
Headphone retailer Shokz attracts signups with a competition form, offering visitors a chance to win a pair of OpenFit 2. The form also collects preference data on Fitness, Work, and Daily life choices.
Clicking the “ENTER FOR A CHANCE TO WIN” CTA loads an additional form step, requesting a phone number but allowing the visitor to skip if they want to:
Image via Shokz
What can be learned
Competitions and freebies are decent alternatives to discounts
A separate and optional phone number step helps collect additional customer information without overwhelming the form
Organic seasonings brand Rosebud’s Real Food uses a Wheel of Fortune signup form to make handing over an email address rewarding.
To play, visitors enter their email address and click the “SPIN IT” button. Spinning the wheel completes the submission and loads the discount with a “Congratulations!” heading:
Image via Rosebud’s Real Food
What can be learned
Wheel of Fortune forms make information exchange fun
Providing the discount instantly rather than requiring the visitor to check their email creates a more immersive experience
Soft toy brand Nerdbugs also uses a Wheel of Fortune popup to capture signups. Its form is more playful than the Rosebud’s example, with brand-matching pastel colors and images of its delightful plushies and squishables.
Entering an email address spins the wheel, and if the visitor is lucky, they get an instant discount code like this one:
Image via Nerdbugs
What can be learned
Product images make your forms more professional
Use brand colors in your form to make it feel like part of your site
Omnisend provides six signup form types to help collect contact information:
Popups that appear on the center screen while visitors browse with customizable timing options
Teasers that show more subtly around page edges and expand when clicked
Wheel of Fortune forms allowing visitors to spin for prizes after submitting their emails
Embedded forms integrated into website pages
Flyout forms slide in from screen edges with a mobile-friendly design
Landing page forms that are standalone and shareable, ideal for social media campaigns
Building, sending, and testing these signup forms has no steep learning curve with Omnisend, with most users creating their first form within minutes.
Check out these great features:
Form builder
Omnisend has a pre-built form template library and a drag-and-drop editor to create professional signup forms. Email fields, phone inputs, custom fields, images, and text blocks collect visitor information without requiring coding knowledge.
Unique elements like the Wheel of Fortune enable gamified signups, and countdown timers add urgency to campaigns. Brand-matching customization options include adjustable colors, fonts, and layouts for cohesive website integration.
Automation
When visitors submit their information through forms, you can trigger automated emails, such as welcome series and discount promotions.
Successful form submissions automatically update your contact list and segments. Omnisend offers multiple segmentation options, including by email, SMS, and browser push notification preferences, demographics, engagement, purchase history, and more.
Targeting
Forms can load for new visitors, existing contacts, and customer segments. For instance, there are settings for All visitors (displaying the form to everyone on targeted pages of your website) and Don’t show to existing contacts (hiding it from those who have already subscribed).
Traffic source targeting shows different forms to visitors from Facebook, Instagram, Google Ads, or direct traffic. Page targeting places forms on specified URLs, such as product pages or checkout screens, while excluding others.
Out-of-stock targeting displays forms when inventory is unavailable. UTM parameter targeting shows forms to visitors from marketing campaigns, with customizable parameters for source, medium, campaign name, and content.
Multi-step forms
Breaking long signup processes into smaller pieces reduces form abandonment rates. Initial steps can capture email addresses, while later screens target phone numbers, preferences, or demographic details without overwhelming visitors.
Omnisend offers “Yes/No” question formats, “skip” buttons, and flexible actions that control form progression. Email addresses are saved immediately after step one, regardless of whether visitors complete additional steps.
A/B testing forms
Compare two form versions to determine which elements drive better results — test variations in copywriting, visuals, layouts, step counts, and offers.
During testing, traffic splits between the control and experimental versions. After completion, all collected data merges with the winning form.
Ecommerce integration
Omnisend integrates with Shopify, WooCommerce, BigCommerce, OpenCart, Wix, and many more platforms with native apps. If you have a custom ecommerce build, you can use the API to connect your store via front or backend integration.
Signup forms help build your email list and can directly increase sales with the right incentives. Add them as popups or flyouts or embed them in your pages to target visitors at optimal browsing moments for high conversion rates.
Another way to convert more visitors is with gamification tactics, such as the Wheel of Fortune, competitions, and multi-choice product picks that visitors want to participate in.
Create a welcome email series and instant-loading discount codes for post-submission to satisfy new subscribers with early value.
Test display conditions, such as scroll depth and exit intent, and targeting options, like only showing to organic search and Google Ads visitors, to see which versions get the best results.
Join Omnisend to grow your email list with popup, flyout, and embeddable forms
Write signup forms with clear value statements, such as 10% off their first order, telling visitors what they gain by sharing their email. Focus your form copy on benefits rather than features, speaking directly to visitor needs and pain points.
What should a signup form include?
Your signup form needs an email field, compelling headline, submission button, opt-in checkbox, and privacy reassurance. Consider adding preference options for segmentation, but remove any unnecessary fields for your goals.
How to create a signup template?
Customize one of Omnisend’s pre-built templates using the drag-and-drop editor. Set display, targeting, visibility, and frequency conditions to control when your form appears, to whom, and how often. Save the form for later or enable it.
Bernard is the Sr. Director of Communications & Creative at Omnisend, with a passion for good research, helping ecommerce businesses with their marketing automation needs, and beating absolutely everyone in Mario Kart 64.
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