A subscription form is the front door of your email program. In the US, where the law allows you to email without opt-in, it can be tempting to skip this step and import contacts from anywhere. Resist it. Lists built through a clear sign-up form deliver better, complain less and keep you on the right side of Gmail and Yahoo’s sender requirements.
Step 1: Decide what you are offering
People subscribe for a reason. Be specific: “Weekly deals from our Seattle store”, “A monthly guide for first-time home buyers in Arizona”, or “Early access to our Black Friday sale”. A concrete promise converts better than “Join our newsletter”, and it sets expectations that reduce later unsubscribes.
Step 2: Build the form
Create a new form in the form builder or use Mailpro’s sign-up form tool. Keep it short: email address, first name and, if you want to localize content, state or ZIP code. Every extra field costs sign-ups.
Step 3: Add clear consent
For email, a simple statement is enough: what you will send, how often and that people can unsubscribe at any time. If you also want to text subscribers, add a separate, unticked checkbox and a mobile number field with wording that covers:
- your business name and that the person agrees to receive marketing texts;
- expected message frequency;
- “Message and data rates may apply”;
- “Reply STOP to opt out, HELP for help”;
- that consent is not a condition of purchase;
- a link to your terms and privacy notice.
This follows the TCPA’s prior express written consent standard and what US carriers expect from registered senders. See our FAQ on collecting SMS opt-ins.
Step 4: Turn on double opt-in
With double opt-in, new subscribers confirm by clicking a link in an email. US law does not require it, but it filters out typos and fake addresses and gives you a record of consent. It is particularly useful for contests and giveaways, and whenever your list includes Canadians or Europeans, who are covered by stricter consent laws.
Step 5: Place the form where people will see it
- At the end of blog posts and on your homepage.
- At checkout, as an unticked option.
- On a QR code at your counter, trade-show booth or event.
- In your social media profiles.
Our article on growing your email list offers more ideas. Start early in the year: subscribers who join in September or October are warm by the time Thanksgiving and Black Friday arrive.
Step 6: Welcome new subscribers automatically
Send a welcome email within minutes of sign-up while interest is high, with the promised offer or content. Set it up once with automated emails.
Step 7: Measure
Track how many visitors become subscribers and how many confirm. If the confirmation rate is low, check whether your confirmation email is reaching the inbox.
Subscriber data is stored in Switzerland, outside US jurisdiction, and never sold or rented. For other kinds of forms, see online forms for US organizations.