7 Strategic Locations for Email Opt-ins That Will Grow Your Email List
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Email marketing remains one of the most powerful tools for business growth, but its success depends entirely on building a quality email list. As an email copywriter and strategist, I'm often asked about the best ways to capture email addresses. In this guide, I'll share seven strategic locations where you can place opt-in forms on your website to maximize your list-building efforts.
Watch the video below or scroll to learn more…
Why Strategic Opt-in Placement Matters
Before diving into specific locations, it's important to understand that not all website visitors are ready to subscribe at the same time or in response to the same trigger. Some might sign up immediately upon finding valuable content, while others might need multiple touchpoints before committing. That's why having multiple opt-in locations is crucial for capturing subscribers at different stages of their journey on your site.
1. Announcement Bar
At the very top of your website, an announcement bar (also known as a header bar) serves as prime real estate for your opt-in offer. This location works particularly well because:
It appears on every page of your website
It's one of the first elements visitors see
It can be customized with different offers or messages
Pro Tip: While some tools allow direct opt-in within the announcement bar, I prefer directing visitors to a dedicated subscribe page. This approach allows for better messaging and higher conversion rates.
Implementation Options:
Built-in website platform features (like Squarespace's announcement bar)
Third-party tools like Hello Bar or OptinMonster
Custom coded solutions
2. Dedicated Subscribe Page
A dedicated subscribe page serves as the foundation of your list-building strategy. Here's how to optimize it:
Remove distracting elements like headers and footers
Focus on a single, compelling offer
Use clear, benefit-driven copy
Include social proof if available
Keep the form fields minimal (usually just name and email)
Best Practice: Treat your subscribe page like a mini sales page, focusing entirely on the value of your lead magnet.
3. Homepage Featured Opt-in
Your homepage is often the first impression visitors have of your business, making it crucial for list building. Key considerations for your homepage opt-in:
Place it "above the fold" where it's immediately visible
Make the offer relevant to your core audience
Use compelling visuals to draw attention
Keep the messaging clear and concise
4. Footer Opt-in
The footer might seem like a less obvious choice, but it's actually a powerful location for email capture because:
It appears on every page of your website
It catches visitors who've read through your entire page
It serves as a constant invitation to join your list
Strategy Tip: Consider using your footer opt-in as a "catch-all" with a more general offer that appeals to various visitor types.
5. Within Blog Posts
Blog posts provide excellent opportunities for contextual opt-ins. Here are two effective approaches:
Content Upgrades
Create lead magnets specifically related to individual blog posts. For example:
Checklists that complement the post content
Templates mentioned in the article
Extended versions of the post content
Workbooks or worksheets
Generic Lead Magnets
Place your main lead magnet offer within relevant blog posts, preferably:
Halfway through the content
In a visually distinct box or section
With copy that ties the offer to the post topic
(see below for a meta example of an in-blog opt-in!)
6. 404 Error Pages
Turn the frustration of a broken link into an opportunity for connection. Your 404 page should:
Acknowledge the error in a friendly way
Offer something valuable (your lead magnet) as a consolation
Include clear navigation options
Maintain your brand voice and personality
7. Exit-Intent Pop-ups
Exit-intent pop-ups can be incredibly effective when done right. In fact, they often account for a significant percentage of opt-ins (on my site, they're responsible for about 33% of all sign-ups). Keys to success:
Timing: Trigger only when visitors show intent to leave
Offer: Make it compelling
Design: Keep it clean and easy to read
Frequency: Set appropriate display rules (e.g., once every 7 days)
Mobile optimization: Ensure it works well on all devices
Implementation Tip: Email service providers like Kit (formerly ConvertKit) offer built-in exit-intent functionality, making it easy to set up and manage.
Next Steps for Implementation
Ready to optimize your website for email list growth? Here's your action plan:
Audit your current opt-in locations
Prioritize implementing new locations based on:
Technical difficulty
Potential impact
Available resources
Create or update your lead magnets
Test different offers and messaging
Monitor results and adjust accordingly
Additional Resources
To help you implement these strategies effectively: