Home > Subscriber List > Sign-up Form Do’s and Don’ts

Sign-up Form Do’s and Don’ts

It’s important to design your email list registration page so it’s simple and easy to sign-up. Remember that this is a value-swap—you’re receiving someone’s personal information in return for providing value.

Here’s a list of do’s and don’ts:


  • Clearly state the benefits of joining
  • Consider asking for the email address twice (to improve your odds of capturing a valid address)
  • Add a link to your privacy policy
  • Use a yellow background for mandatory fields to be completed. Studies show that this is most effective.
  • Track your submission rates (how many viewed the registration page and completed registration). If the percentage is too low, test different versions.


  • Ask for too much information. If you need additional information, ask for it on a secondary screen after the sign-up is complete.
  • Use a horizontal form. Usability studies show that vertical is more efficient.
  • Forget to immediately send a welcome message. They help establish your relationship and get things started. You can include a coupon, recent promotion, and restate the benefits of joining.

If you use an email service provider (ESP) to send your emails, many will host your registration page so that all registrations are instantly added to your list. List management is an important feature of any ESP.

You can also use your registration page to encourage word-of-mouth. You can motivate your subscribers to refer a friend or colleague by giving them an incentive such as a discount for every successful referral.

Categories: Subscriber List
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