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Shopify newsletter forms capture the subscribers most interested in receiving your marketing emails to build a list of engaged contacts likely to purchase products in the future.

The highest-converting Shopify signup forms incentivize signing up, use urgent or exclusive language, have as few fields as possible, and trigger in ways that are not detrimental to user experience, such as on exit intent.

Adding an email newsletter form to your store requires an app. The Shopify Forms app offers basic forms and triggers. For advanced targeting and design capabilities, you can install Omnisend and cover every stage of your customer journey, from signup to post-purchase.

Join us below to learn how to create and set up a Shopify newsletter form with tips to optimize your efforts for maximum conversions.

What is a Shopify newsletter

A Shopify newsletter is a regular email that shares content, updates, promotions, and other information about your store with opted-in contacts. Signup forms capture those subscribers and can collect consent for marketing emails.

You could send a newsletter in bulk to all subscribers or in different variations to multiple segments, such as VIPs and those yet to purchase.

Omnisend can group your Shopify mailing list to improve the targeting of your newsletters, or you can use customer segments in Shopify Email.

Well-timed and targeted newsletters can help you:

• Build trust with consistent communication that showcases your expertise and reliability
• Drive traffic back to neglected pages and hidden gems within your store
• Breathe new life into older inventory at risk of becoming stagnant
• Forge connections with customers beyond transactional relationships
• Spotlight customer stories that validate your brand’s impact in real lives
• Educate buyers about product features they might be overlooking
• Create anticipation for upcoming launches with behind-the-scenes glimpses
• Gather valuable feedback from quick polls and response requests
• Counter seasonal slumps when nurturing engagement during typically quiet periods

When should you send a Shopify email newsletter? Monthly is typical, but the optimal frequency depends on your audience’s preferences and fatigue. 

Setting expectations (e.g., “subscribe to our monthly newsletter”) in your signup form and timing your newsletter so it doesn’t arrive too close to other emails helps maintain satisfaction.

How to set up Shopify newsletter signup form

Shopify’s native form builder, Shopify Forms, can handle basic signup forms. Its advantage is that it lives within your Shopify dashboard, so you don’t need to access another tool.

Here’s what it looks like:

Here’s how to set up a Shopify newsletter signup form using Shopify Forms:

• Log in to Shopify
• Search for Forms in the search bar at the top of your dashboard:

• Select Shopify Forms
  • After selecting Forms, the Shopify App Store will load with the Forms app page
  • Select Install
  • You will then be taken back to your Shopify Store within the Forms dashboard:

• Select Create form, and you will see the popup below asking you to choose a form type and give it a name:

• Choose your options and select Create to head to the Forms editor
• The Forms editor provides a preview of what your form looks like, with options to customize these elements:
  • Teaser
  • Form
  • Fields
  • Button label
  • Consent disclaimer
  • Success action
  • Styling (colors, form fields)
• Customize your form to match your branding and requirements — here’s an example:

• Click Save
  • After clicking save, you’ll land on an overview page of your form with a disclaimer that says Your form was created. Now install the Forms theme app embed and a Go to online store button below it:

• Click the Go to online store button, and when the page loads, toggle this button:

• Click Save to activate the app embed and set your Shopify signup form live

That’s it! Your Shopify form is now live. You can view and edit your forms by clicking Apps in the sidebar and selecting Forms in the dropdown to view all.

Add Omnisend newsletter signup forms

Omnisend offers 80+ signup form templates for embeds, landing pages, popups, and flyouts that blend into your website. These templates include single- and multi-step forms for capturing phone numbers after email submission. 

Creating a form in Omnisend is intuitive, and its superior drag-and-drop editor helps you quickly create immersive, high-converting customer touchpoints.

Here’s an example of a multi-step form template:

Want to create high-quality forms just like that? Here’s how you can do it with Omnisend:

Getting started

There are two ways to connect your Shopify store to Omnisend:

• Via Shopify
  • Log in to your Shopify store
  • Search for Omnisend in the top search bar, click the app result
  • Click Install on the Shopify App Store page
  • You’ll get redirected back to your dashboard — click Install again in your dashboard and follow the steps to create an Omnisend account
• Via Omnisend
  • Visit the Omnisend website, create an account by clicking the Start Free button in the top menu, select Sign up with Google or Sign up with Email
  • Follow the signup steps
  • The first page you will see after signing up has a button that says Connect your store, click it
  • Select Shopify
  • Select Connect store
  • Install the Omnisend app through the Shopify App Store

Creating a signup form

Unlike Shopify Forms, which integrates into your Shopify dashboard, Omnisend provides a third-party dashboard that’s more intuitive than Shopify’s and keeps all your forms, emails, and contacts in one place.

Here’s how to create your first form in Omnisend:

• Navigate to Forms via the top menu
• Select View forms or View other form types if there’s a recommendation like this:

• Choose a form template — Omnisend will recommend a few different forms and lets you browse by goal, theme, type, and form settings:

• Hover over any form and select Use template to load up the editor
• Edit your form to match your brand, message, and use case — the drag-and-drop editor has items for legal consent, checkboxes, images, the Wheel of Fortune, and more 
• Under the Behavior settings in the sidebar, set the Display, Targeting, and Visibility options to define when, where, and on which devices to show it:

• Click Enable form in the top menu

That’s it! Your form will now appear on your Shopify store according to the display, targeting, and visibility rules you set. You can check its views, submissions, and submission rate in the Forms dashboard and click the three icons to edit, disable, and copy it.

How to optimize forms for Shopify newsletter list growth

You can grow your newsletter list with high-quality Shopify signup forms that appear at crucial shopping moments. For instance, discount forms that appear before browse abandonment can capture emails from people with price objections.

Additional best practices include keeping things simple, capturing consent, and splitting email and phone number capture into two steps.

Here’s how you can create Shopify forms that convert:

Use minimal steps and fields

A single-step email signup form should have two fields for name and email. Omitting the name field will restrict your ability to personalize welcome messages with names.

The same applies to only capturing phone numbers. If you want to capture an email address and a phone number, you can add the phone field to your single-step form or create a multi-step form that first captures one piece of information. 

Incentivize signup

Your website visitors are far likelier to subscribe to your Shopify newsletter if there’s something in it for them. Offering a discount on their first purchase, 10% off their basket for 24 hours, free premium shipping, or buy one, get one free are all decent options.

Additional ways to incentivize signups include competitions, monthly freebies, rewards, VIP access, and first dibs on new stock arrivals.

Gamify your forms

Gamification reduces friction during signup with a fun experience for the user. A high-converting example is the Wheel of Fortune, which asks them to enter their email address and spin to win a prize. Here’s a template example in Omnisend:

Omnisend provides single and multi-step Wheel of Fortune forms with 10+ templates. Each is editable using the drag-and-drop template editor.

Optimize your CTAs

CTA buttons with actionable language, such as “Claim offer,” “Get 10% off,” and “Enter to win,” have higher conversion rates than passive ones like “Submit” and “Proceed.”

The color of your buttons should also stand out against the form background — think black on white and pink on black. Here’s an Omnisend template example:

Set appropriate display rules

Display rules define when your Shopify signup forms appear to visitors. For instance, your form could show based on time on the page, scroll depth, number of page visits, or exit intent. Omnisend has checkboxes for quickly setting these rules:

There isn’t a universal display rule for high conversion rates, so the best advice here is to test different ones and see which yields the best results.

A/B test popup forms

Popup forms can be intrusive, but with the right copy, visuals, and promotions, they can grow your contact list without reducing the quality of your customer experience.

Use Omnisend’s A/B testing feature to compare popup forms and find the winning versions. Test two versions with different messaging, design, timing, and incentives to discover what resonates best with your audience.

For more tips, check out this video:

Capture legal consent

Consent capture can be a legal requirement before sending commercial emails. While the CAN-SPAM Act doesn’t require explicit consent, the General Data Protection Regulation (GDPR) does, requiring opt-in and no pre-checked boxes or implied consent.

If your business falls under a regulation that requires consent, follow the rules it sets to avoid privacy breaches and expensive regulatory fines. 

Capturing opt-in also helps to maintain a clean list. The last thing you want is Shopify email subscribers who don’t want to receive marketing emails and fuel high unsubscribe rates.

One way to follow the rules is with double opt-in, a two-step subscription process:

1. The user completes a signup form
2. The user confirms their subscription via email

Benefits include protection against bots and fake subscribers, improved email metrics, and better regulation compliance. Omnisend lets you customize the confirmation email and landing page for better brand consistency.

Best Shopify newsletter signup form examples

Check out these Shopify email newsletter forms to inspire your own:

1. Bombas

Type: Popup
Trigger: Floating icon, click to open

Sock and apparel brand Bombas has a two-step Shopify signup form on its store. It leads with a valuable question, “Want 20% Off Your First Order?” and asks the user to click yes or no. Clicking “Yes, Please” loads the second step in the form:

Users must submit their email address to get the discount. The CTA button, “Get My 20% Off,” stands out with a navy blue background, while the “Continue Shopping” dismissal text is smaller and has no background to encourage positive action.

Key takeaways

• Two-step forms help to secure small commitments before requesting email addresses
• Offer percentage discounts to provide clear value in exchange for contact information
• Design contrasting button styles to direct attention toward signup and away from exit

2. Rachel Riley

Type: Flyout
Trigger: Floating icon, click to open

Children’s clothing brand Rachel Riley uses a single-step signup form to capture an email address and phone number. The form has a 50-50 image-to-text split and the incentive “GET YOUR 10% OFF NOW” to encourage signups.

There’s a checkbox for capturing opt-in content and a link to the company’s privacy policy page to build trust and reduce friction.

The image of a toddler waving with a bow in her hair and a smile on her face captures the brand’s happy, energetic positioning while showing off one of its latest rompers.

Key takeaways

• Design a simple single-step form with a percentage discount to create immediate value
• Include privacy links and consent checkboxes to build trust
• Add relevant product images to reinforce brand positioning during the signup process

3. Brandless

Type: Popup
Trigger: Scroll depth, sticky icon

Wellness and nutrition retailer Brandless triggers its Shopify newsletter signup form on scroll depth and keeps it available as a floating icon. It has an engaging animation, loading the form and text before revealing the image, a tactic that draws attention to its two happy customers.

There isn’t a consent box in this form, but it does explain what to expect — “be the first to hear about our new arrivals, special promotions and online exclusives.”

It also includes icon links to its Facebook, X, and Instagram accounts, encouraging visitors to follow them on social media.

Key takeaways

• Trigger forms on scroll depth with floating icon access for maximum visibility
• Use animation to draw attention to form elements and customer imagery
• Include social media links alongside signup forms for multiple connection options

4. Poooliprint

Type: Popup
Trigger: Page load

Inkless pocket printer brand Poooliprint has the simplest possible Shopify signup form with heading, text, email field, and button elements. Its heading offers a 10% discount for signing up, and its CTA reinforces this with the text “GET 10% OFF NOW.”

The form’s fonts and colors match the website’s perfectly for a cohesive experience. It appears to be part of the site rather than a bolt-on.

At first glance, that’s it. But there’s a surprise! Dismissing the form loads another capture opportunity, this time with urgent messaging:

Key takeaways

• Design minimal forms to reduce signup friction
• Match form fonts and colors with website design for a cohesive experience
• Use secondary popups with urgent messaging when visitors dismiss initial forms

5. Ceramic Grill Store

Type: Popup
Trigger: Page load

Kitchen accessories retailer Ceramic Grill Store has a multi-step Wheel of Fortune form with email and name requirement steps before spinning. Users must also agree to receive news and offers, opting them into the newsletter with minimal friction.

Taking part allows users to win free shipping, freebies, discounts, or gift cards. After spinning the wheel, another form step loads:

Phone number submission is optional and clicking “Skip this step” reveals the discount code.

Key takeaways

• Add games to transform subscribing into an interactive experience
• Require consent during signup to build mailing lists while providing rewards
• Make phone number submission an optional, secondary step to keep the focus on email

Why send a Shopify newsletter campaign?

As an ecommerce business, it’s paramount to consistently maintain engagement and keep your customers informed. Sending a Shopify newsletter campaign gives you the opportunity to connect directly with your audience and deliver a personalized experience.

This can further strengthen brand loyalty and increase repeat purchases. If you haven’t yet, here are several more reasons to start planning a Shopify newsletter campaign for your store:

• Cost-effectiveness: Shopify email newsletter campaigns are a relatively cost-effective way to reach a large audience. With Shopify, you can send up to 10,000 emails for free each month. Forbes found that 59% of shoppers acknowledge that email marketing influences their purchase decisions. Investing in a solid email marketing strategy continues to be one of the most cost-effective strategies for ecommerce.
• Maximize brand awareness and recognition: Regularly reaching your audience through Shopify newsletters can keep your brand at the forefront of their minds. This cultivates familiarity among potential customers.
• Targeted communication: With Shopify newsletters, you can segment your contact list based on their preferences, purchase history, and behavior. This helps to personalize your content to increase the relevance and engagement of your newsletters. In fact, Forbes also found that email open rates have been steadily climbing to an average of 36.5% across all industries, partly driven by more effective targeting.
• Drive sales and conversions: Newsletters provide a direct channel to promote new arrivals, upcoming sales, and special offers. By including eye-catching product visuals and clear CTAs, you can attract subscribers to visit your store and make a purchase. Automated flows like abandoned cart and welcome emails can also drive up to 30 times more revenue.
• Gather customer insights: Surveys or polls can help you understand customer preferences and buying habits. The valuable data you gain will allow you to tailor future offerings and promotions for maximum impact.
• Improve customer retention and loyalty: Shopify newsletters can be an effective tool for nurturing existing customer relationships. Create exclusive content, behind-the-scenes glimpses, and early access to new products to make your subscribers feel special.
• Showcase expertise and build credibility: Newsletters offer an opportunity to position your brand as an industry leader by sharing valuable, informative content related to your niche. For example, you could include user-generated content, customer success stories, or educational articles demonstrating your product’s benefits and brand expertise.

Why use Omnisend for Shopify newsletter forms

Omnisend has more form types, templates, design, and targeting capabilities than the native Shopify Forms app. It is an omnichannel marketing platform that gives you the tools to create a complete email marketing strategy for your Shopify store.

Here’s why you should use Omnisend for your Shopify email subscription forms:

Multiple form types

Omnisend provides multiple signup form types that capture more email addresses than standard options. You can use popups, the Wheel of Fortune, embedded forms, flyouts, and landing pages with advanced customization.

80+ form templates

Use our pre-built templates to give your design a head start. You can choose templates by goal (e.g., collecting subscribers), theme (e.g., holiday celebration), type (e.g., popup), and form settings (e.g., multi-step).

Intuitive form builder

Editing a form requires no coding skills. Our drag-and-drop editor lets you add countdown timers, custom fields, images, buttons, and gamification items in seconds. Changing text styles, fonts, colors, and alignments is as simple as clicking the elements.

Targeting capabilities

Control who sees your signup forms across your store. Target by new or returning status, display based on pages visited, or show forms only to traffic from specific sources. Forms appear where needed while remaining hidden from existing subscribers or irrelevant visitors.

Automation workflows

Each signup form you build can connect directly to automation workflows for immediate customer engagement. For instance, your forms could trigger a welcome message, discount email, first newsletter delivery, or survey email.

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