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To build an email list from scratch, follow a four-step framework: foundation, on-site and off-site capture, welcome flow automation, as well as list hygiene and segmentation.
We focus on permission-based ecommerce email list building, where people choose to receive marketing from your brand. We won’t cover Gmail or Outlook contact groups, purchased lists, or email addresses collected without consent.
What is an email list, and why does it matter for ecommerce?
An email list is a collection of people who’ve signed up to receive emails from your ecommerce brand. The list allows you to reach interested shoppers, encourage purchases, and build customer loyalty without relying entirely on paid ads or social media. According to Omnisend’s data, merchants generated an average of $76 for every $1 spent on email marketing in 2025, demonstrating the revenue potential of an engaged subscriber list. Plus, automations drove 30% of revenue despite constituting 2% of email sends.
Stage 1: Foundation
To build a high-quality ecommerce email list, choose where you’ll manage your subscribers, decide what makes signing up worthwhile, and give people control over the emails they receive.
These decisions determine the quality of the list you build and what you can do with it later.
1. Choose the right ESP
Choose an email service provider (ESP) that integrates with your ecommerce store and helps you integrate customer, product, and order data into your email marketing. You should be able to use that data to group subscribers by their interests, personalize messages, and trigger emails based on shopping behavior.
Here’s what features to look out for:
| Feature | What to look for |
|---|---|
| Ecommerce integrations | Connects to your store and syncs customer, product, and order data |
| Sign-up forms | Lets you collect subscribers through pop-ups, embedded forms, and landing pages |
| Segmentation | Groups subscribers based on purchase history, interests, and shopping behavior |
| Deliverability support | Provides tools and guidance to help your emails reach inboxes |
| Pricing and sending limits | Offers suitable contact limits, sending allowances, and pricing as your list grows |
2. Define your sign-up incentive (lead magnet)
A sign-up incentive is a marketing tactic that motivates shoppers to sign up to an email list for something of value in return. First-order discounts, free shipping, early access to products, and exclusive content are all good choices. When choosing an incentive, think about what your audience wants and what your organization can afford to give. Then make the value exchange specific. For instance, “Sign up for our newsletter” only tells shoppers what to do, but “Get 10% off your first order” tells them what they’ll get in return.
You also need to set the conditions before you start promoting the offer. Minimum spend, product exclusions, expiration dates, or limits on who can use the incentive protect your margins.
3. Build an email preference center from day one
An email preference center lets subscribers choose how often they hear from you, such as weekly or monthly, and which types of emails they receive (e.g., promotions or specific product updates). According to a 2025 Litmus survey of 1,000 US consumers, 67% of respondents said that receiving emails too frequently was the most common reason they unsubscribed from retailers. As a result, letting customers pick their preferred frequency keeps your messaging more relevant.
A good example is Omnisend’s Preference Center, which saves these choices as contact properties so that you can turn them into useful segments. For example, if a subscriber chooses monthly email newsletters, make sure they don’t receive your weekly campaigns.
It’s important to remember that the preference center doesn’t replace the unsubscribe link. Customers should always have the option to stop marketing emails completely.
Stage 2: On-site and off-site capture with 15 proven ecommerce list-building strategies
The most effective ecommerce email list-building strategies include website pop-ups, checkout opt-ins, exclusive offers, referral programs, and in-store sign-ups. Rather than relying on a single method, combine multiple touchpoints to attract customers.
The 15 strategies below give you more chances to turn those interactions into email sign-ups.
Strategy 1: Add opt-in checkboxes directly to your checkout page
Checkout is a great place to collect email addresses because customers are already sharing their contact details to complete a purchase. Adding one opt-in checkbox lets them join your marketing list at the same time.
Category: On-site capture
Best for: Turning existing customers into email subscribers.
How it works: Add an unchecked email marketing opt-in checkbox so customers actively choose to subscribe. With Shopify, you enable it directly in the platform settings. In Omnisend, customers who opt in are automatically synced as subscribed contacts. For WooCommerce, you add the checkbox through the Omnisend Plugin settings.
Example: Death Wish Coffee Co. adds an email opt-in checkbox to its checkout with clear consent language explaining that customers are signing up for news and offers.
Metric to watch: Checkout opt-in rate
Strategy 2: Engage shoppers with gamified pop-ups
Gamified pop-ups, like Wheel of Fortune, give shoppers something to win in exchange for joining your list. Omnisend’s analysis of 1.24 billion pop-up displays found that spin-to-win pop-ups converted at 3.5%, compared with 2.0% for pop-ups without a wheel. With email marketing gamification, the trick is to keep the game simple and make every reward worthwhile.
Category: On-site capture
Best for: Stores that want to make sign-up incentives more appealing.
How it works: Ask shoppers for their email address in exchange for a chance to win a discount, free shipping, or another perk. Omnisend’s Wheel of Fortune pop-ups let you customize the prize wheel, including the number of slices and the rewards shoppers can win. After they subscribe, show the winning discount right away or send it through an automated welcome email.
Example: Omnisend pairs an email field with a prize wheel that shoppers spin to win a Christmas discount.
Metric to watch: Gamified pop-up conversion rate
Strategy 3: Deploy exit-intent pop-ups to capture leaving visitors
Exit-intent pop-ups appear when someone shows signs they’re about to leave your store. That gives you one last opportunity to turn the visit into an email sign-up instead of losing the shopper.
Category: On-site capture
Best for: Capturing shoppers who browse your store but are about to leave without subscribing.
How it works: Pair a clear sign-up incentive with a pop-up triggered by exit behavior. Omnisend’s pop-up forms can detect exit intent across desktop and mobile and let you control which visitors see the form and when. You can also include a discount and trigger a welcome automation after sign-up.
Example: Harvesto Farming catches leaving visitors with a bold “Leaving already?” message, then offers 10% off in exchange for signing up.
Metric to watch: Exit-intent pop-up conversion rate
Strategy 4: Build interactive product recommendation quizzes
Product recommendation quizzes make email capture more useful for both your business and the shopper. Customers get personalized guidance, while you learn more about their needs and wants than a regular email sign-up form would.
Category: On-site capture
Best for: Stores where shoppers need help choosing the right product, size, style, or solution.
How it works: Ask shoppers a few focused questions, recommend products based on their answers, and collect their email so you can continue the conversation. Omnisend integrates with third-party quiz builders, like Product Recommendation Quiz by RevenueHunt and Quizell, to sync new contacts and quiz responses. You can then use that zero-party data (preferences shoppers share with you directly) to segment subscribers and trigger targeted email campaigns.
Example: RevenueHunt’s haircare quiz asks shoppers to choose their top hair goals before recommending suitable products.
Metric to watch: Quiz email capture rate
Strategy 5: Trigger timed and scroll-based pop-ups for engaged shoppers
Show pop-ups after visitors have spent time browsing your store or scrolled down a page, rather than displaying them immediately. It lets you target shoppers who have already shown interest in your products without interrupting their experience too soon.
Based on Omnisend’s analysis, pop-ups shown after a six- to 10-second delay converted at 2.4%, compared with 1.9% for those shown right away.
Category: On-site capture
Best for: Stores that want to target shoppers after they’ve had time to browse a page.
How it works: Decide how much engagement you want to see before showing your pop-up. With Omnisend’s pop-up forms, you can choose exactly how many seconds someone should spend on a page or how far down the page they should scroll before the form appears.
Example: Omnisend includes Time on page as a display rule you can check and customize for your pop-up.
Metric to watch: Timed and scroll-based pop-up conversion rate
Strategy 6: Collect email and SMS subscribers with a multi-step form
Use multi-step sign-up forms to collect email addresses and SMS opt-ins at the same time, giving shoppers more ways to hear from your brand. Instead of asking for everything at once, collect their email first, then invite them to subscribe to text messages. Omnisend customer research shows multi-step forms lift sign-up rates by 10% or more compared with single-step forms.
Category: On-site capture
Best for: Stores that want to grow their email and SMS lists at the same time.
How it works: Collect the shopper’s email address first, then ask for their phone number and SMS consent in a separate step. Omnisend’s multi-step forms save the email sign-up from the first step even if the shopper doesn’t complete the SMS sign-up in the second step.
Example: Divatress, an Omnisend client, uses a website pop-up that asks for both an email address and a phone number. Divatress found that SMS subscribers have better click-through rates than email subscribers (8% vs. 3%). Over the first year, SMS campaigns drove $123,000 in sales.
Metric to watch: Form sign-up rate
Strategy 7: Add pop-up teasers for mobile shoppers
Mobile-first pop-up teasers make your email sign-up offer accessible without covering too much of a shopper’s screen. These smaller, less intrusive prompts let visitors choose when to open a full sign-up form, creating a better mobile experience. Mobile-friendly sign-up matters because smartphones accounted for 56.4% of online transactions during the 2025 U.S. holiday season, according to Adobe Analytics data.
Category: On-site capture
Best for: Stores that want to keep sign-up offers accessible on mobile without taking over the screen.
How it works: Add a small, clickable button at the edge of the mobile screen that encourages shoppers to open your full sign-up form. Omnisend’s teasers can appear before the pop-up, after a shopper closes it, or stay visible throughout the visit. You can use them on both mobile and desktop.
Example: BumbuToys teases mobile shoppers to open its email sign-up form with a “Looking for activity ideas?” button.
Metric to watch: Teaser click-to-sign-up rate
Strategy 8: Place embedded sign-up forms on high-traffic pages
Place embedded sign-up forms on high-traffic pages so shoppers subscribe even if they dismiss a pop-up or aren’t ready to sign up right away. Unlike pop-ups, embedded forms remain visible as visitors browse, giving them another chance to join your email list when they’re ready.
Category: On-site capture
Best for: Stores that want an always-available sign-up option on their most visited pages.
How it works: Place embedded forms where shoppers are already spending time, such as your homepage, blog, or other high-traffic pages. Match the offer to what they’re doing on that page so subscribing feels like an obvious next step. Omnisend’s Sign-up form builder lets you choose a ready-made embedded form template and customize the copy, fields, and design to match your store.
Example: Omnisend’s embedded form template pairs an exclusive-deals offer with a single email field and a direct “Subscribe” CTA.
Metric to watch: Embedded form sign-up rate (Omnisend average: 1.28%)
Strategy 9: Drive social bio link traffic to sign-up landing pages
Turn social media followers into email subscribers by linking to a dedicated sign-up landing page from your social media bio. The landing page gives followers a direct way to join your email list, rather than relying on social platforms to reach them. Highlight what they’ll receive, such as exclusive offers, product updates, or useful content, to make the page’s value clear.
Category: Social media capture
Best for: Stores that want to turn social media visitors and followers into email subscribers.
How it works: Give people an incentive to join your list, then create a landing page around that offer and add the link to your social bio. Promote the same offer in your posts and stories to make it more visible. With Omnisend’s landing pages, you can create separate pages for different offers, share them through unique URLs, and collect emails along with customer choices.
Example: Invisible Brands, an Omnisend partner agency, ran TikTok and Instagram ads for a client’s limited product drop. Social media sent shoppers to a landing page that offered early access in exchange for an email address.
Metric to watch: Landing page sign-up rate
Strategy 10: Launch a subscriber referral loyalty program
Grow your email list through a referral loyalty program that rewards existing subscribers for recommending new sign-ups. Offer incentives like loyalty points, discounts, or exclusive perks when someone successfully brings in a friend or family member. It encourages your existing audience to spread the word and reach potential subscribers through people who know and trust your business.
Category: Customer referral capture
Best for: Stores with an engaged customer base that want to grow their list through referral programs.
How it works: Send a referral email that gives each customer a unique link to share. If someone follows the link and subscribes, your customer earns a reward, such as credits or a discount. You can also reward the new subscriber to make signing up more appealing. Omnisend integrates with loyalty and rewards apps like Joy Loyalty and Essential Loyalty to run referral loyalty programs and sync data.
Example: Surreal features its £10 referral reward and uses CTAs like “Refer a friend” and “Get sharing” to encourage customers to take part.
Metric to watch: Referral sign-up rate
Strategy 11: Partner with complementary brands for co-promotions
Partnering with another brand can help you reach shoppers who might not find your sign-up offer on their own. Look for a business that sells different products but attracts the same customers so that both brands can reach a relevant audience together.
Category: On-site, email, and social media capture
Best for: Stores that share a target audience with complementary ecommerce brands.
How it works: Team up with a complementary brand to create a joint offer, such as a giveaway featuring products from both stores. Create a dedicated sign-up page for the promotion and ask shoppers to enter their email address for a chance to win the prizes. Make it clear that signing up means getting marketing emails from both brands. Both you and your partner can then share the offer with your audiences through email, social media, and your websites.
Example: In October 2025, SYNC Performance, Nordica, SHRED, and TOKO teamed up on a $5,400+ ski gear giveaway, asking participants to subscribe to email and SMS marketing from all four brands.
Metric to watch: Co-promotion sign-up rate
Strategy 12: Run targeted contests and giveaways
A targeted contest or giveaway attracts people interested in your products. Pick prizes your ideal customers would value, such as store credit.
Category: On-site, email, and social media capture
Best for: Stores that want to accelerate list growth around a product launch, seasonal campaign, or special promotion.
How it works: Create a dedicated landing page where people enter the contest with their email address. Clearly explain what they’re signing up for and what they can win. Then promote the contest through giveaway emails, social media, and your website. Create contest emails and reminders with Omnisend’s email templates and automate their delivery. For inspiration, browse these email marketing campaign examples. For simple giveaways, add Omnisend’s Wheel of Fortune directly to the landing page. For more complex viral giveaways and tiered sweepstakes, integrations with Giveaway Ninja or Gleam automatically sync new contacts with Omnisend.
Example: CA Design used Omnisend to run influencer-promoted giveaways that quickly grew its email list by 10–15%. Its most successful campaign brought in 2,000+ new leads.
Metric to watch: Giveaway sign-up rate
Strategy 13: Collect contacts offline with in-store and packaging QR codes
QR codes in physical stores, on product packaging, and at events turn offline customer interactions into email sign-ups. Customers scan a code with their phones to access a sign-up form or landing page so they can join your list without typing in a URL.
Category: Offline capture
Best for: Stores that sell in physical locations, ship online orders, or meet customers at events.
How it works: Place QR codes where shoppers are likely to notice them, like on packaging, order inserts, receipts, checkout displays, or event materials, and link each one to a dedicated sign-up page. Match the offer to the placement, such as a store discount at checkout or product care tips inside a package. Add UTM parameters to each link so you can tell which locations and materials are bringing subscribers onto your list.
Example: BRUNT Workwear uses QR codes on its packaging to collect email addresses from retail customers. Shoppers scan, register their purchase, and get a free sticker pack. This experience has achieved a 90%+ scan-to-email registration rate.
Metric to watch: QR code scan-to-sign-up rate
Strategy 14: Expand your reach with lookalike audience ads
Paid ads can help you grow your email list beyond the shoppers who already visit your store or follow you on social media. Ad platforms can find and target people who share characteristics with your existing customers, creating a lookalike audience.
Category: Paid acquisition
Best for: Stores with an existing customer base that want to use paid ads to attract new email subscribers.
How it works: Once you have your lookalike audience, run ads promoting an attractive sign-up offer, such as a first-order discount or giveaway. Send anyone who clicks to a dedicated landing page where they can join your email list. Omnisend’s Audience Sync for Ads automatically syncs your contacts with Meta and Google, so you don’t have to export and upload customer lists manually.
Example: Omnisend illustrates how a store can use email alongside Facebook and Google Ads to reach shoppers over different channels.
Metric to watch: Cost per new email subscriber
Strategy 15: Build your list without a website using standalone pages
A standalone sign-up page gives you one place to collect subscribers while you’re preparing to launch, selling through a marketplace, or testing a new business idea. Share the page through social media, online communities, or other marketing channels, and offer a clear incentive to encourage sign-ups.
Category: Social media, paid, and offline capture
Best for: Pre-launch stores, marketplace sellers, and brands that want to start collecting subscribers before their website is ready.
How it works: Pick an appealing incentive, such as early access to your launch, a first-order discount, or an exclusive product offer, and build a landing page around it. Then share its unique link wherever potential customers can find you, from social media and paid ads to QR codes and event materials. Omnisend hosts the page for you, so you can start collecting contacts without an existing website. New sign-ups flow straight into Omnisend, ready for your campaigns and automations.
Example: Omnisend’s standalone sign-up page template offers shoppers 10% off their next order and collects their email along with their full name, location, and date of birth.
Metric to watch: Standalone page sign-up rate
Which email list-building strategy is best for your store?
For most stores, the best starting strategies are a checkout opt-in and an exit-intent or timed pop-up, because they convert traffic you already have. Add social landing pages, referrals, and paid ads once those are running.
You don’t need to use all 15 strategies at once. Start with the places where you already have shoppers’ attention, then add new acquisition channels as your list-building program grows. Once your list is running, use these tactics to grow your email list faster.
Use the table below to narrow down which strategies fit your store right now.
| Strategy | Setup effort | Setup cost | How quickly it can generate sign-ups | Best time to use it |
|---|---|---|---|---|
| Checkout opt-in | Low | Low | Fast | You’re already generating orders |
| Gamified pop-up | Medium | Low | Fast | You have regular website traffic and an incentive to promote |
| Exit-intent pop-up | Low | Low | Fast | Visitors frequently leave without subscribing |
| Product recommendation quiz | Medium | Medium | Slow | Shoppers need help choosing the right product |
| Timed and scroll-based pop-up | Low | Low | Fast | You have engaged website visitors |
| Email + SMS multi-step form | Low | Low | Fast | You want to grow both your email and SMS lists |
| Mobile pop-up teaser | Low | Low | Fast | Mobile accounts for a significant share of your traffic |
| Embedded sign-up form | Low | Low | Medium | Your high-traffic pages attract ongoing visits |
| Social bio landing page | Medium | Low | Fast | You already have an active social audience |
| Referral loyalty program | High | Medium | Medium | You have an engaged customer base |
| Brand co-promotion | High | Medium | Slow | You can partner with a brand that reaches a similar audience |
| Contest or giveaway | Medium | Medium | Medium | You want a short-term list-growth push |
| QR codes | Low | Low | Medium | You regularly interact with customers offline |
| Lookalike audience ads | Medium | High | Fast | You have enough customer data and budget to scale acquisition |
| Standalone sign-up page | Medium | Low | Medium | You’re pre-launch, sell through marketplaces, or don’t have a website yet |
Stage 3: Welcome flow automation
To convert new subscribers, set up a welcome email sequence that delivers their sign-up incentive, introduces your brand, and recommends relevant products across several emails instead of cramming everything into one message.
Welcome emails are one of the best-performing email automations. Omnisend’s email marketing benchmarks show that they averaged a 35.53% open rate, a 3.94% click rate, and a 2.11% conversion rate, and generated $6.16 in revenue per email sent.
Here’s how to structure a simple three-email workflow:
| Timing | What to include | |
|---|---|---|
| Incentive delivery | Immediately after sign-up | Send a discount code, freebie, or another incentive. Keep this email focused on the offer and make it easy to use. |
| Brand introduction | 24 hours later | Tell subscribers what makes your store different and showcase a few bestselling products. |
| Social proof | After 48 hours | Share customer reviews or other social proof that can ease common purchase concerns. Add a clear CTA that takes subscribers directly to the products or collection. |
Build this sequence with Omnisend’s Welcome Automation template. It’s configured to detect subscribers and send them a personalized welcome message automatically.
Watch the step-by-step tutorial:
A three-step welcome automation that drew a 998% higher click-through rate than promotional campaigns. Island Olive Oil welcome email series introduces subscribers to its brand, team, and products, achieving an 11% conversion rate and generating 3,274% more revenue per email than promotional campaigns.
Stage 4: List hygiene and segmentation
To keep your list healthy, focus on the people who still want to hear from you, use the data you collect to make your emails more relevant, and respect each subscriber’s marketing choices.
- Clean your email list regularly
To keep your list clean, remove unengaged subscribers or invalid addresses (spam traps, typos, disposable emails).
Unengaged subscribers should be removed from your list to avoid spam reports. The suppression threshold depends on your sending frequency:
| Sending frequency | Sending interval | Inactivity period |
|---|---|---|
| Daily sender | Every 1 day | 30–40 days |
| Weekly sender | Every 7 days | 21–28 days |
| Monthly sender | Every 30 days | 90–120 days |
You should pay attention to whether the contact has opened or clicked your email. Even if they have visited your website during that time, it’s best to suppress them to protect your sender reputation. Exclude anyone who placed an order in the same period. A contact who hasn’t opened in 90 days but bought last week is still a customer.
For invalid email addresses, you can use services like Omnisend’s List Cleaning tool. The tool checks your list for invalid email addresses, spam traps, typos, and disposable emails. Omnisend labels contacts by quality, so you can review the results before removing addresses.
- Segment subscribers based on meaningful behavior
Segment your email list based on subscribers’ purchase history, browsing behavior, and engagement so you can send more relevant messages to each group.
Use the data you already collect to create a few email segments you can act on. For example, you can group subscribers by recent purchases, products they’ve browsed, or whether they still engage with your emails. This will help you identify which subscribers are worth re-engaging and which should be removed from your list.
For example, Omnisend uses Recency, Frequency, and Monetary (RFM) analysis to assign each customer one of eight lifecycle stages, such as Champions, Loyalists, Need nurturing, At risk, and About to lose. As a result, you can easily identify which customers should continue receiving regular marketing emails and which need a re-engagement or sunset campaign.
- Keep consent and opt-outs in check
Keep your email list compliant and healthy by only adding people to your list once they’ve agreed to receive your emails, and stop sending to anyone who unsubscribes. Buying or scraping email addresses damages your sender reputation and email deliverability. Build your list with shoppers who actively choose to hear from your brand.
Choose an appropriate opt-in method
Consider a single or double opt-in process based on your audience, applicable laws, and deliverability goals, and make sure your forms clearly explain what subscribers are agreeing to receive.
Single opt-in adds them to your list as soon as they submit the form. With double opt-in, users get a confirmation email first. Users are not a subscriber until they click the confirmation link. That extra step keeps fraudulent, mistyped, and low-quality addresses from your list.
Keep consent records
Be especially careful when adding contacts manually or importing them from another system. Avoid purchased or rented lists, and keep a record of consent when you collect email addresses through in-store sign-ups or events.
Make unsubscribing straightforward
All commercial email must contain a clear opt-out option under the U.S. CAN-SPAM Act, and senders must honor opt-out requests within 10 business days. If you email shoppers in the UK or EU, UK GDPR/GDPR and PECR require clear opt-in consent, and pre-ticked boxes don’t count. Canada’s CASL and Australia’s Spam Act also require consent, sender identification, and a working unsubscribe link.
Additionally, Gmail and Yahoo require bulk senders (around 5,000+ emails a day) to offer one-click unsubscribe, process unsubscribe requests within two days, and keep spam complaints below 0.3%. Google recommends staying below 0.1%. For SMS sign-ups in the US, the TCPA requires prior express written consent before you send marketing texts.
How to measure email list growth and revenue value
Measure email list growth by tracking how quickly you gain subscribers, which channels bring them in, and how many engage with your emails and make purchases. Focus on these email marketing metrics to measure list growth and revenue value:
| Metric | Formula | What it tells you |
|---|---|---|
| Visitor-to-subscriber conversion rate | (New email subscribers ÷ Total store visitors) × 100 | What percentage of store visitors join your email list |
| Form conversion rate by form or placement | (Form sign-ups ÷ Form views) × 100 | Which pop-ups, forms, and landing pages generate sign-ups most effectively |
| Net list growth rate | ((New subscribers − Unsubscribes) ÷ Subscribers at start of period) × 100 | Whether your list is growing after accounting for new subscribers and unsubscribes |
| Unsubscribe rate | (Unsubscribes ÷ Delivered emails) × 100 | How quickly you're losing subscribers and whether certain emails may be driving more people to opt out |
| Welcome-flow purchase conversion rate | (Subscribers who purchase after entering the welcome flow ÷ Subscribers who enter the welcome flow) × 100 | How effectively new subscribers turn into customers after entering your welcome automation |
| Revenue per subscriber | Email-attributed revenue ÷ Average number of subscribers during the period | How much revenue your email subscriber base generates relative to its size |
Omnisend’s Reports bring your campaign, automation, audience, and sales data together, so you can see how your email marketing contributes to orders and revenue. You can also track individual form performance to find out which forms are driving sign-ups.
For a deeper look at performance, Omnisend’s Advanced Reporting (available on Pro plan) lets you compare campaigns and automations, track trends over time, and see which channels and messages are producing the best results.
Email list-building mistakes to avoid
To build a list that drives sales, you need to avoid chasing subscribers at the expense of quality, asking for too much information upfront, neglecting the mobile sign-up experience, or failing to track where subscribers come from.
- Prioritizing quantity over quality: A high number of subscribers doesn’t necessarily translate into purchases. Focus on attracting subscribers who have consented and are interested in your brand, and suppress those who stay unengaged.
- Asking for too much information upfront: Your sign-up form can cost you subscribers if it’s too complicated. Asking for too much information too early creates friction and gives shoppers more opportunities to drop out.
- Neglecting the mobile sign-up experience: A form might look good on desktop but take up too much screen space on mobile, have hard-to-tap buttons, or fail to display correctly. Test the entire sign-up experience on both desktop and mobile, including the form fields, offer, and confirmation message.
- Failing to track subscriber sources: Without data from the sources, it’s hard to know what types of forms and channels engage consumers who interact with your emails and buy. Monitor sign-up sources to see which acquisition channels bring in the most value and measure subscriber engagement and revenue by channel.
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