A signup form is one of the most important parts of your email marketing strategy.
You can create the best emails in the world, but if nobody has a way to join your list, you will be talking to yourself. And while talking to yourself can occasionally produce excellent ideas, it is not a great list-building strategy.
Your signup form gives people a way to say, "Yes, I want to hear from you."
In this guide, I will walk you through how to create a Mailchimp signup form and how to make it more appealing to potential subscribers.
Step 1: Decide Why Someone Should Subscribe
Before you open Mailchimp, think about what you are offering.
People are protective of their inboxes. You need to give them a reason to hand over their email address.
You could offer:
- A free guide
- A checklist
- A template
- A discount
- A webinar
- A mini course
- Weekly tips
- Exclusive content
For example, instead of saying:
Sign up for my newsletter
Try:
Get practical email marketing tips to help you grow your business, delivered straight to your inbox.
Be specific about the value.
Step 2: Go to Your Signup Forms
Log in to Mailchimp and navigate to the area where you can create forms or collect subscribers.
The exact options available may vary depending on your account and current Mailchimp setup.
Choose the audience you want new subscribers to join.
Before continuing, double-check that you are adding people to the correct audience.
Step 3: Choose the Type of Form
Think about where your form will appear.
You may use:
- A website form
- An embedded form
- A popup form
- A landing page
- A standalone signup page
Each option has a different purpose.
Embedded Form
An embedded form can be added directly to your website.
This works well for:
- Blog posts
- Website footers
- Resource pages
- About pages
Popup Form
A popup form can appear while someone is browsing your website.
This can be effective when used carefully.
The key words are used carefully.
Nobody enjoys being attacked by three popups before they have even read your headline.
Landing Page
A dedicated landing page can focus entirely on your offer.
This is ideal for:
- Lead magnets
- Webinars
- Special offers
- Free resources
Step 4: Add Your Headline
Your headline should immediately explain the benefit of subscribing.
Instead of:
Subscribe
Try:
Get Weekly Email Marketing Tips
Or:
Build a Better Email List
Or:
Get the Free Email Marketing Checklist
Make it clear what the subscriber will receive.
Step 5: Write Supporting Copy
Your supporting copy should explain:
- What they will receive
- Why it is useful
- How often you will email them, if relevant
For example:
Join my email community and receive practical tips, tutorials and strategies to help you grow your business through smarter email marketing.
Keep it concise.
You are inviting someone to subscribe, not asking them to read your autobiography.
Step 6: Choose Your Form Fields
Only ask for the information you genuinely need.
For most signup forms, you may only need:
- First name
- Email address
Adding more fields can create more friction.
The simpler the form, the easier it is to complete.
If you need additional information for segmentation, consider whether you can collect it later.
Step 7: Add Your Call to Action
Your button should tell people what happens next.
Instead of using a generic button such as:
Submit
Try:
- Get the Free Guide
- Join the Email List
- Send Me the Checklist
- Start Learning
- Get Weekly Tips
- Download Now
Make the action clear.
For your Mailchimp content, you could also use:
START USING MAILCHIMP TODAY
when linking to your affiliate offer.
Step 8: Add Your Branding
Your signup form should look like part of your business.
Use your:
- Brand colours
- Fonts
- Logo
- Images
- Tone of voice
Consistency builds trust.
If your website is calm, professional and beautifully branded, but your signup form looks like it was created during a 2004 internet experiment, people may hesitate.
Keep the experience consistent.
Step 9: Set Up What Happens After Signup
Do not stop at the form.
Think about what happens next.
A basic subscriber journey might look like this:
- Someone completes the signup form.
- They receive a confirmation message or email.
- They receive their lead magnet, if applicable.
- They receive a welcome email.
- They begin receiving your regular emails.
Every step should make sense.
If someone signs up for a free guide and never receives it, your first impression has not gone particularly well.
Step 10: Test Your Signup Form
Before sharing your form, test it yourself.
Check:
- Does the form load?
- Can you complete it?
- Does the button work?
- Are you added to the correct audience?
- Are the correct tags applied?
- Does the confirmation process work?
- Does the welcome email arrive?
- Does the lead magnet arrive?
Test it on:
- Desktop
- Mobile
- Different browsers if possible
Do not assume it works because it looks good in the editor.
Where Should You Promote Your Signup Form?
Once your form is ready, give people plenty of opportunities to find it.
You can add it to:
- Your website homepage
- Blog posts
- Website footer
- Resource pages
- Social media profiles
- Email signatures
- Landing pages
If you have created a lead magnet, create content that naturally leads people towards it.
Common Signup Form Mistakes
Asking for Too Much Information
Keep the signup process simple.
Offering No Clear Benefit
Tell people why they should subscribe.
Using a Weak Button
Make your CTA specific.
Forgetting the Follow-Up
Make sure subscribers receive what they signed up for.
Hiding Your Form
If nobody can find it, nobody can use it.
Ready to Grow Your Email List?
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