Email subscription is an option on a website that allows visitors to receive updates via email by specifying their email address in a subscription form. Email subscription is the core part and a starting point of any email marketing strategy. After the registration in SendPulse, you can create any type of a subscription form for free.

Email subscription is an opportunity to receive a newsletter from a website, a user is interested in. Once a user fills in the subscription form on a website, a confirmation email is sent to this email address to get the user to double opt-in. After this, a user’s email address is added to the website’s mailing list.

As a result, a customer starts to receive automated emails. With the latest GDPR rules implementation, a double opt-in process is a must as it is a great way to make sure your content won’t end up in the spam box. Design an original form and grow your base legally!

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In this SendPulse video, you will find out how to create your own email subscription form from scratch or modify an existing one.

Email subscription elements

A lead magnet is a kind of incentive given to potential customers in exchange for their email address, a phone number or other type of contact info. Marketers may offer all types of lead magnets. It can be an eBook, a video tutorial, a PDF checklist etc. An incentive is a great way to make your customer feel rewarded, it also adds value to the whole business-customer interaction.

Lead magnet

A subscription form is a set of fields users fill in to subscribe in order to receive a newsletter from a website/blog they are interested in. Subscription forms offer a simple and functional way to grow your mailing list. Marketers make use of lead magnets to motivate potential customers to subscribe to a newsletter.

Subscription form

A confirmation email is an automated email sent to users to verify their consent to receive emails from a website. This type of email also serves a purpose to have the users double opt-in. With GDPR rules now in effect, a double opt-in feature is a good way to keep your emails away from spam boxes.

Confirmation email

How to set up an email subscription on your website

After registration at SendPulse, you’ll have access to loads of features like email automation, segmentation, A/B testing, statistics, and more to empower your email marketing effort. Building a mailing list is an important step if you are looking to promote your product or content on your website. Here are six simple steps to set up an email subscription on your site.

  1. Get yourself a free SendPulse account.
  2. Go to "Subscription forms" and click "Create".
  3. Choose a pre-designed form or create your own with the help of a form builder.
  4. Play with the form options and configure it to your liking.
  5. Add the generated code to your website.
  6. Confirm all the changes and you are good to go.

Email subscription steps

You’ve got great content on your website and users don’t want to miss any updates, here is when email subscription comes into play.

  1. A user fills in all the necessary fields on your subscription form and agrees to a privacy policy.
  2. An automated subscription confirmation email is compiled and sent to the user’s email address.
  3. In the email, the user is asked to complete the subscription by clicking on the link. (with a double-opt-in feature)
  4. The link takes the user to a subscription confirmation page.
  5. User’s email address is added to your mailing list.

Email subscription best practices

Email subscription is an opportunity to drive traffic to your site and nurture leads. If you play your cards right you can see some really good results from your email campaigns. Take a look at these 10 tips to get you inspired.

  1. Make it easy to subscribe. Embedded or a pop-up subscription form on your site/blog with a clear CTA is a place to start.
  2. Use lead magnets. The lead magnet also known as an incentive is a great way to motivate your customers to share their personal information.
  3. Go with double opt-in. It’s a sure way to have a healthy mailing list that consists of a pretty engaged audience.
  4. Be mobile friendly. Use the responsive sign-up forms since many people use their smartphones or tablets to consume content on the internet.
  5. Provide newsletter frequency options. Let your subscribers choose how often they want to hear from you.
  6. Be recognizable. Design your emails using your brand colors and styles to increase user awareness.
  7. Take the Sender name and subject line seriously. Make your sender name recognizable and personalize a subject line for better email open rates.
  8. Run tests and make changes. A/B tests is a great way to see which email works best.

  9. Consider drip campaigns. Lead your prospective customers down the sales funnel with carefully designed sets of emails sent at a certain time. Segment them to meet each subscriber's needs.
  10. Use triggered emails. Emails sent to your clients triggered by their actions. Registration — welcome email, purchase — ‘people also buy’ email, client leaves a shopping cart — abandoned cart email etc. Automation 360 by SendPulse offers functionality and simplicity in one bundle.


  1. The article "Email Signup Forms: The 3 Factors in Boosting your Email Signup Form" on Orbit Media considers 3 P’s of email signup forms and provides 7 examples.
  2. The article "10 Effective Ways to Get More Email List Subscribers" on Neil Patel's blog suggests proven tactics to increase an email list.

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