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How to create a Shopify newsletter signup form in 2025

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Reading Time: 10 minutes

Many Shopify store owners use the Shopify newsletter feature to engage with audiences and increase their reach to prospective customers. But, creating and sending a newsletter every once in a while isn’t enough to build a solid subscriber list.

To effectively grow your newsletter following and streamline the process, you’ll want to create and optimize a Shopify newsletter signup form.

While there are several ways to do this, the newer Online Store 2.0 themes simplify the process with the built-in newsletter signup feature. Even if you’re using a vintage Shopify theme without this feature, you can integrate Shopify Forms as an alternative.

Omnisend is another excellent solution that offers tools and features to create newsletter signup forms and embed them on your website.

To help you get started, we’ve put together this guide covering how to create Shopify newsletter signup forms for your store and optimize them for conversions.

In this article

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How to create a newsletter signup in Shopify

If you have a Shopify Online Store 2.0 theme, you can add a newsletter to your store without any additional apps or tools.

Here’s how to do it:

  1. Log into your Shopify admin dashboard and navigate to the Online Store section
  2. Click on the Themes option to view and manage the themes installed on your store
  3. Locate the theme you want to customize and click the Customize button
  4. From the theme customizer, select the template you want to add the newsletter signup section to
  5. In the theme customizer, click the Add section button and choose the Newsletter option from the list
  6. In the newsletter section settings, select a color system from the dropdown menu to preview how the section will look on your store
  7. Alternatively, you can choose to display the newsletter section in Full-width mode to have the background color span the entire width of your online store
  8. Click into the header, paragraph, or email form blocks within the newsletter section to customize the content and settings, then click Save to apply the changes to your store

While you don’t need a form-building app to create a newsletter signup form in a Shopify 2.0 theme, you’ll need an email marketing app like Omnisend or Shopify Email to set up email marketing campaigns.

If you have an older Shopify theme without a newsletter feature, you may need to download a form-building app to create your form. Shopify Forms and Omnisend are both good options.

Adding Omnisend newsletter signup forms

If you’re using Omnisend, here’s how to add an email signup to Shopify:

  • Log into your Omnisend account
  • Go to the Forms tab and click Create form
  • Design your signup form using Omnisend’s editor
  • Grab the Omnisend embed code
  • In your Shopify admin, navigate to Online Store > Themes > Customize
customizing theme
  • Click Add Section > Custom Liquid section
adding a section
adding custom liquid
  • Paste your Shopify newsletter signup form code into the Custom Liquid section
  • Click Save to see the changes and make your form live
custom liquid code
  • Test the form to ensure it works correctly on your Shopify store

Here’s an example of the Omnisend newsletter form editor:

Omnisend popup

Your multi-step form’s text, color, and positioning can be customized to match your brand and your store’s design. No coding skills are required — a single click is all it takes to enable this Shopify newsletter signup form. Omnisend will automatically add the multi-step form to your Shopify store.

Other signup form options include:

  • Popups: These appear on the customer’s screen in response to particular triggers. For example, you might want to display a popup when their cursor moves off the page or when they’ve been on your site for a certain amount of time. Consider offering a special discount code in your popups as additional motivation. With an average 3% conversion rate, popups are often more effective than static Shopify newsletter signup forms.
exit intent popup
  • Gamified newsletter forms on Shopify: Gamification brings a higher level of customer engagement while providing the opportunity to offer incentives. Examples like the Wheel of Fortune are particularly effective, allowing users to spin the wheel for rewards like discounts and free shipping in return for a signup. In fact, gamification is so effective that it’s helped major brands increase customer engagement by as much as 30%.
wheel of fortune
  • Landing pages: These allow you to share Shopify newsletter signup links on your website, social media profiles, and ad campaigns. Once a person clicks on that link, they will be redirected to a Shopify newsletter signup page. Landing pages are focused, distraction-free, and allow you to run signup campaigns focused on particular incentives such as free shipping. Plus, they boast an average conversion rate of 26%.
landing page for ecommerce
Increase conversions and Shopify store sales with Omnisend’s custom signup forms

How to optimize your Shopify signup forms and newsletters

Optimizing your Shopify newsletter signups can help increase subscribers and interactions with your brand. Here are a few ways to create more targeted, engaging forms:

Optimize your newsletter form on Shopify

  • Keep it simple: Too many fields beyond a simple Name and Email can be overwhelming for some folks. Keep it quick and easy for potential customers to sign up.
  • Create a clear call to action: Your CTA should stand out — whether it’s linked anchor text or a button — and tell users what they’re signing up for. Use action phrases like “Join Now” or “Get Updates” and set clear expectations with the copy.
  • Make it compelling: Give people a reason to sign up. Try offering a discount code, a free guide, or other incentive.
  • Choose the right placement: Put your signup forms where they’re easy to find and are highly visible. Your blog, homepage, or product pages are likely to be some of the best places.
  • Test and adjust: Test different designs and placements using A/B testing to see what resonates most with your audience. This allows you to optimize layouts, content placement, messaging, and even the colors of your signup form to better capture leads to your email list.

Apply best practices to your Shopify newsletters

While these best practices are geared towards Shopify newsletters, they can be effectively applied to any email marketing campaign to boost conversions:

  • Segmentation: Effectively segmenting your list before sending your newsletter makes personalization possible. Think about it — your audience is made up of individuals with their own needs and interests. Segmenting your list by attributes, such as age, gender, and shopping behavior, breaks your audience into smaller, more manageable categories. That way, you can reach out to each segment with more targeted content.
  • Attractive subject line: All of your efforts are in vain if your newsletter is never opened in the first place. Create a series of attention-grabbing subject lines using positive language that conveys a sense of urgency. You can also include emojis where appropriate, as well as a discount announcement. A/B test different variations to determine which one will be most successful.
  • Clear call to action (CTA): Every Shopify email newsletter should have a purpose that can be encapsulated in one easy-to-find CTA. This is usually a prominent button or link that directs the user toward a page on your website or social media account. Bold colors and short, simple text, such as “Learn more,” “Shop now,” or “Sign up,” work best, as seen in the image below:
Shopify newsletter best practice example
 Image via Really Good Emails
  • Consistent branding: Keep your brand’s visual identity consistent across all communications, including your newsletters. Place your social links in the footer, as well as links leading to your website.
  • Exclusivity: Your subscribers are your most valuable asset, so make them feel special with exclusive subscriber-only content and incentives. This keeps your followers happy and engaged with your brand while encouraging them to make repeat purchases and become loyal customers.

5 best Shopify newsletter signup form examples

A well-designed newsletter signup form can be the key to growing a quality list. We’ll explore five inspiring Shopify newsletter signup form examples to showcase different approaches to capture leads and grow your subscriber base.

1. Taylor Stitch

This form by Taylor Stitch — a clothing and apparel brand — is a standout example of a well-designed Shopify newsletter signup form.

It’s straightforward, asking only for the user’s email address. This minimizes friction and increases the likelihood that users complete the signup process.

The clear, inviting CTA, “Join the Club,” fosters a sense of belonging, encouraging users to feel part of an exclusive group with access to special updates. Not only that, but the promise of a 20% discount on the first purchase adds an appealing incentive, making it even more enticing for users to sign up.

The fact that it appears on a popup highlights how effective this approach to signup forms is at generating interest and capturing attention. Plus, the added value the brand offers with “early access, rewards, and all the good stuff” creates enticement and a compelling reason for people to subscribe.

taylor stitch popup
Image via Taylor Stitch

2. Sunday Somewhere

Sunday Somewhere’s Shopify newsletter signup form immediately entices potential subscribers by promising a gift of 10% off. The form’s copy is clear and concise, promising “the latest on new releases, promotions, and more.”

This creates a sense of privilege and emphasizes that subscribers can count on receiving important updates before the general public does. The form also has a visually appealing design and no unnecessary distractions, with a white background, black text, and a vibrant red CTA button.

The imagery with all of these elements works together to create a strong contrast and catches the user’s attention. Even though this form requires a bit more user info, the value and overall appeal of it hits the senses and creates a compelling offer — which is likely to motivate more people to sign up.

Shopify newsletter signup form example by Sunday Somewhere
Image via Sunday Somewhere

3. Snowe

There’s something to be said about the simplicity of Snowe’s signup form. It excels in its minimalistic design, focusing on the essential elements without overwhelming the visitor. 

This Shopify newsletter signup only requires visitors to provide an email address, which helps streamline the process and makes it easy for visitors to engage with the brand.

Plus, the 10% discount offer on the first order makes this form even more attractive to potential customers. All of this together showcases this as an effective newsletter form that visitors are likely to sign up with.

Shopify newsletter signup form example by Snowe
Image via Snowe

4. WP Standard

WP Standard takes a more personal approach to its newsletter signup forms, foregoing offers and discounts in favor of the heading “KEEP IN TOUCH?” to create more of a connection with the reader. Also, the signup process is simple, as it just requires an email address.

This can significantly influence signups, as visitors won’t feel overwhelmed by multiple fields to fill out. If you’re looking for a simplistic approach to your Shopify newsletter signup forms, WP Standard makes an excellent example to get inspiration:

Shopify newsletter signup form example by WP Standard
Image via WP Standard

5. Jungalow

This embedded signup form by Jungalow takes a conversational approach with its tone and phrasing. The signup button also sparks appeal to its youthful audience, with a creative twist on common CTAs like “Sign up” or “Subscribe.”

Plus, the website’s visuals and overall aesthetic are engaging and captivating, giving visitors value right away with content, product offers, and opportunities to interact. The placement of the form is also worth noting, as it blends bold colors without overwhelming users with too many fields.

Shopify newsletter signup form example by Jungalow
Image via Jungalow

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.
  • Boost 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.
  • Enhance 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.
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Bernard Meyer
Article by

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.