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How to Build Signup Forms That Work: 7 Best Practices to Get More Subscribers
As the digital marketing landscape continues to evolve, email remains one of the most effective and reliable channels for reaching your audience, building relationships, and driving measurable conversions. Unlike social media or paid ads, where changing algorithms and limited data access can disrupt your reach, email gives you full ownership over both your audience and your message. With direct access to subscriber data, you can create personalized communication that builds lasting trust and fosters stronger relationships.
And, it’s safe to say consumers agree. According to Marigold’s 2025 Consumer Trends Index:
- 80% of global consumers prefer email for brand communications
- 66% have made a purchase as a result of an email in the last year
That kind of impact is hard to beat. But before you can reap the benefits, you need to have the tools in place for a high-converting subscriber list. And that starts with one essential element: your signup form.
But growing your list isn’t just adding more contacts. It’s about attracting the right audience to streamline your message and create action. A well-maintained list of interested, active subscribers plays a key role in improving deliverability, boosting open and click-through rates, and driving ROI. Whether you’re launching a newsletter, promoting a new product, or nurturing leads, your signup form is often your first opportunity to connect and leave a lasting impression.
In this article, you’ll discover 7 best-practice tips to help you create a high-performing, engaging signup form from scratch. Plus, we’ll also cover:
- What a signup form is and why it’s crucial for building relationships and driving conversions
- The different types of signup forms available with Campaign Monitor by Marigold
- Design and content best practices to maximize conversions
- How to offer real value in exchange for subscriber data
- Tips for transparency, privacy, and post-signup engagement
Whether you’re just starting or optimizing your current form, these tips will help you build a high-converting signup form that supports a thriving, engaged list—and a more innovative, successful email strategy.
What is a signup form, and why is it crucial for building relationships and boosting conversions
A signup form is a digital tool that allows you to collect contact information—typically names and email addresses—from potential subscribers, customers, or leads. It’s often the first point of entry into your email marketing nurture journey and plays a crucial role in turning anonymous website visitors into engaged, permission-based contacts.
But signup forms are more than just data collection tools—they’re gateways to connection. Whether you’re looking to nurture leads, grow sales, build brand loyalty, or simply learn more about your audience, a well-crafted signup form can set the stage for long-term success.
Why you need one
Here’s what an effective signup form can help you do:
- Nurture leads by sending timely, relevant content that moves them closer to conversion
- Drive conversions and sales through email campaigns tailored to subscriber behavior and preferences
- Foster engagement and loyalty with consistent, value-driven messaging
- Understand your audience better by capturing key data points like interests, preferences, or purchase intent
Campaign Monitor’s easy-to-use signup form builder
At Campaign Monitor, we believe powerful tools should also be easy to use, regardless of your skill level. That’s why our signup form builder consists of three flexible, customizable form types, designed to suit beginners and seasoned marketers:
- Signup form page (Beginner Friendly):
Get started in minutes—no coding required. Select from our range of 12 pre-designed, customizable templates and engaging layouts, optimized for conversion and mobile responsiveness. - Embedded form (Requires HTML):
Want your form to live directly on your website? Our embedded forms enable you to seamlessly integrate signup functionality into your site design, providing a consistent brand experience. - Pop-Up form (Requires HTML):
Make a bold first impression. Use pop-up forms to capture immediate attention when visitors land on your site—perfect for time-sensitive offers or high-visibility campaigns.
Our form builder makes it easy to elevate your marketing efforts, helping you grow a healthy subscriber list with ease. To learn more visit our Signup form features page.
Signup form best practices that convert
Tip 1: Nail the design
Your signup form is often the first interaction someone has with your brand—make it count. Keep signup forms clean, simple, and focused:
- Use clear, concise copy that tells subscribers exactly what they are signing up for.
- Limit fields to the essentials (name, email, and one or two details you need to make your next step of engagement relevant). Consider what you would say in response to each additional field if you had the opportunity to market to the contact again. We recommend limiting forms to no more than four fields.
- Include a standout CTA that’s action-oriented and benefit-driven such as “Sign Up Today And Receive 15% Off !”, “Join for the Latest News”, or “Start Your Free 14 Day Trial”.
- Use brand-aligned colors, fonts, and imagery that complement—not clutter—the form.
- Ensure accessibility (keep in mind the 2025 European Accessibility Act).
- Optimize for mobile devices. Our signup form builder automatically includes desktop and mobile previews, ensuring your form looks great on any device.
Tip 2: Offer an attractive value exchange
Today’s consumers are more selective about where they share their information—and rightly so. To boost signups, offer a compelling reason to join your list.
Some common examples are usually baked around a percentage off, early access to product drops, or insightful tips and tricks they won’t find anywhere else. The offer doesn’t have to be flashy—it just needs to be relevant and enticing to your audience.
Tip 3: Include social proof
Potential subscribers want reassurance that signing up for your list is worth it. When making decisions—especially online—people often look for validation before taking action. That’s why social proof can be so powerful. RankTracker reports that adding social proof to email signup forms — like testimonials, subscriber counts, or pop-ups showing real-time activity — can increase conversions by as much as 15%. One way to help get there: put yourself in the buyer’s mindset and consider what you would do before engaging in this next step.
Demonstrating that others have found value in your content or offers builds credibility and creates a sense of trust. It’s not just about following the crowd—it’s about seeing that others with similar needs and interests have benefited, too.
A great example is the project management tool Monday.com, which leans into this by sharing that more than 100,000 teams rely on their platform, giving potential users confidence to sign up for a free trial.
Tip 4: Respect privacy
Data privacy is not something to be taken lightly. With rising concerns over phishing, cyberattacks, and misuse of personal data, people are more cautious than ever about what they share and with whom.
Demonstrating that your business values privacy builds trust and encourages more people to subscribe. It also helps ensure compliance with regulations such as the General Data Protection Regulation (GDPR) and other evolving global privacy laws.
When asking for personal information, be transparent. Clearly explain why you need the information and how it will be used. If you’re collecting a birthdate, for example, let subscribers know it’s to send birthday offers or personalized content, not just to fill a field.
L’Oréal Paris does this well. Their signup form requests name, email, and birthday, and also links directly to their privacy policy, which outlines how the data will be used to deliver tailored content and offers.
A thoughtful approach to privacy signals to potential subscribers that their data is safe with you and that your brand is one they can trust.
Campaign Monitor signup forms are designed with secure data collection and compliance in mind, allowing you to grow your list with confidence.
Tip 5: Be upfront
As you work to build trust, make it clear what new subscribers can expect from joining your list. After all, earning trust starts with transparency. Let people know exactly what they’ll receive when they sign up—be it insider deals, the latest product news, or useful weekly insights.
Include a consent checkbox so subscribers actively agree to hear from you. Doing so deepens trust and ensures compliance with privacy laws, such as the General Data Protection Regulation (GDPR).
Clear expectations lead to stronger engagement and fewer unsubscribes down the road.
Tip 6: Add a success/thank you page
Confirm subscriptions immediately following signup with a custom success page and automated workflows where relevant. Not only are you letting them know you received their information, but it also puts your email at the top of their “list” and can:
- Reinforce the value of joining
- Share next steps
- Offer an exclusive deal or content link
Campaign Monitor’s signup form builder includes an in-built customizable success page, allowing you to maintain a seamless brand experience from start to finish.
Bonus Tip: Set up an automated welcome journey
Once someone signs up, keep the momentum going with an automated email (or series of emails). A welcome journey introduces your brand, highlights key offerings, and keeps subscribers engaged from the very start.
Our prebuilt automation journeys make it easy to send timely, relevant follow-ups that turn new signups into loyal customers. And better yet, you can automatically trigger your automated journey once a new subscriber completes your signup form.
Set your signup form up for success
Signup forms are one of the most powerful tools in your email marketing toolkit. They help you grow a healthy, engaged subscriber list and one built on genuine interest, not guesswork. With an optimized form, you can nurture leads, increase conversions, and build long-term brand loyalty.
From transparency and trust to compelling design and strong privacy practices, these tips will help you create high-performing forms that convert.
No more excuses—build your list and grow your business with a signup form that does the heavy lifting.
Turn signups into conversions with Campaign Monitor’s upgraded form builder—dozens of stunning templates, flexible layouts, and effortless integration. New to Campaign Monitor? Get started today. Already a customer? Log in now and explore our enhanced Signup form builder.
