Email campaigns
Email signup form setup
A sign-up form is where your email list begins, so problems here follow every subscriber. A good form tells people clearly what they are signing up for and how often you will email, asks only for what you need, records when and how each person agreed, and sends a confirmation so they know it worked. It sits where interested visitors will see it, without getting in the way of what they came to do. Getting the form right is one of the cheapest ways to build a healthier list.
The guide covers consent wording, fields, confirmation, placement, records, testing and common mistakes.
Illustrative diagram
- Headline — What subscribers will get
- Email field — The only required field
- Interests — Optional, if you segment
- Wording — Frequency and unsubscribe note
- Button — Says what happens
- Privacy link — To your privacy notice
Consent wording
The ICO's guidance says consent for marketing email to individuals must involve a clear affirmative action, so the person has to actively choose to sign up; a box that is already ticked does not count. The wording near the button should say what people will receive, such as a monthly newsletter with offers and tips, and that they can unsubscribe at any time. Link to your privacy notice. Avoid vague phrases like 'stay in touch' that do not explain what will arrive.
Which fields to ask for
| Field | Ask? | Why |
|---|---|---|
| Email address | Always | Needed to send |
| First name | Optional | Useful if you will personalise |
| Interests | If you will segment | Lets you send relevant emails |
| Phone number | Rarely | Not needed for email; adds friction |
| Date of birth | Only with a clear use | Sensitive and often unused |
Fewer fields, better sign-ups
Every extra field asks a little more of the visitor. Ask only for what you will use: if you will not personalise emails, you do not need a name; if you will not segment, you do not need interests. Data you collect but never use still needs looking after under data protection law, so leaving it out is simpler as well as friendlier.
What happens after someone signs up
On-screen message
Confirms the sign-up and what to expect.
Output: Thank-you message
Confirmation email
Optional double opt-in link, or a welcome.
Output: Confirmation
Record
Date, form and wording stored with the contact.
Output: Consent record
Welcome
First email sent while interest is fresh.
Output: Welcome email
Single or double opt-in
With double opt-in, the subscriber clicks a link in a confirmation email before being added. It filters out typing mistakes and fake addresses and gives you clear evidence of sign-up, though some people never click the link. Single opt-in adds people immediately. Either can work; double opt-in suits businesses that have had problems with fake sign-ups or want stronger records.
Example: a sign-up form for a yoga studio
Illustrative example — not a client case study
Situation: A yoga studio's form asks for name, email, phone and date of birth, with a pre-ticked box for 'news and partner offers'.
- Fields are reduced to email, first name and a choice of class interests.
- The pre-ticked box is removed; the button reads 'Get the monthly timetable email'.
- Partner offers are dropped from the sign-up, as the studio does not send them.
What this shows: The form became quicker to fill in and clearer about what subscribers would get. This example is illustrative.
Where to place the form
Good places
- Website footer
- End of useful articles
- Checkout, as a separate unticked choice
Use with care
- Pop-ups, timed so they do not block the first visit
- Competition entries, with separate marketing consent
Keeping consent records
Record when each person signed up, which form they used and the wording shown at the time. Your email platform may store the date and source automatically; keep a copy of the wording whenever you change it. If anyone later asks how they came to be on your list, you can show them.
Testing the form
Sign up yourself on a phone and a computer. Check the thank-you message, confirmation and welcome email arrive, the contact appears in your platform with the right source and interests, and the unsubscribe link in the first email works. Repeat the test after any website change. Also try submitting the form with a mistyped address to see how errors are shown, and check the form works with a keyboard alone.
Questions about email signup form setup
What makes a good email sign-up form?
Clear wording, few fields, a confirmation, sensible placement and consent records.
Can the consent box be pre-ticked?
No; consent must be a clear, active choice.
Which fields should we ask for?
The email address, plus only what you will actually use.
Should we use double opt-in?
It gives stronger records and filters fake sign-ups; either approach can work.
Where should the form go?
Footer, end of articles and checkout as a separate unticked choice.
What records should we keep?
Date, form used and the wording shown at sign-up.
Sources referenced
Platform features, guidance and rules change. We check the current versions before committing to an approach. This page is general information, not legal advice.
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