When was the last time you signed up for an email? What was the reasoning behind you signing up? Perhaps you promised 15% off your first purchase or early access to a big sale, or maybe it’s a new brand you discovered and you are just interested in learning more about them. Whatever the reasoning was, you are now one step closer to becoming a customer all because of a signup form on a website.
Why are signup forms important for your business? The better question might be why aren’t you using a signup form on your site yet? By adding a signup form to your website, you are giving customers an easy way to learn more about your business. More importantly, you are allowing your business the ability to gain access to the right kind of subscribers, accessing their data (with their permission, of course). Signup forms allow you to request customer data in a non-invasive way, granting you to leverage to create marketing campaigns specific to those customers, or even creating additional signup forms for specific types of customers.
Signup forms usually fall between the “awareness” and “consideration” stage of the marketing funnel. A customer that completes a form is one step closer to conversion.
Types of Email Signup Forms
There are three types of signup forms that we recommend our clients utilize:
- Embedded Form: this type of form stays static, always in one location on the site. An embedded form can usually be found in the footer or on a contact page of the website. Customers typically expect to see this on sites, especially if they don’t see a pop-up or flyout.
- Flyout: this is a form that will appear on one part of the screen. Flyout forms usually allow customers to close out the form when needed so it’s not too invasive, but will catch the user’s attention.
- Pop-up: These forms appear in the center of the screen and can be closed out when needed. The best pop-up forms offer a discount or another type of incentive. We’ve found pop-ups to be the most successful in gaining customers.
Recommend Email Provider:
We recommend Klaviyo to any client looking for a new email marketing platform. Not only have our clients seen success with their email marketing, but Klaviyo’s form builder allows for easy integration with various websites and complete customization with the forms.
With Klaviyo, you have the ability to create various data entry options for your customers, including:
- Multicheck box
- Date (i.e. birthday)
- Text Input
The platform also offer customization with styling the forms to fit your brand. You can set up the forms with various display options, including:
- Delays on specific pages
- Scroll percentages
- Exit intent
These types of customization options allow you to target users and customers based on who they are and what you know about them, all while creating the best user experience when they arrive on your site. Below are a few of our recommendations when setting up your forms:
- Keep behaviors consistent on desktop and mobile.
- Allow users to easily opt-out of the signup form.
- Target by:
- Visitor: utilize your segments or entire customer list
- URL or location: location is a great tool to target a customer in a specific region, or for European customers when need to comply with GDPR regulations
Once you have your forms set up and your customers have started signing up, their data will feed into a signup list. From your signup list, you can use the data collected to segment your customer list. This will allow you to gain a better understanding of who your customer is, insight into their behaviors, and the data to start targeted email campaigns. For more on segmentation, read our blog post here.