10 email marketing newsletter sign up forms we’re loving!

Email marketing has come a long way in recent years. Gone are the days of the standard one-size-fits-all campaigns.

Instead, marketers can send out communications that emulate one-to-one conversations. Personalising the imagery, copy, products, and currency to each individual.

But where does that leave the OG of email marketing? The newsletter.

Whilst the humble newsletter may not be the most advanced or personalised of all the emails, it remains a staple of many marketing strategies.

And with good reason.

Driving opt-ins to your marketing communications can be crucial to the success of your marketing efforts. Increasing sign-up form conversion rates has to be one of your key objectives – here’s 12 ways you can increase your sign-up conversion rates.

So to encourage your recipients to sign up to yours, here are 10 newsletter sign up forms that we’re loving in 2022 that might give you even more inspiration.


Sainsbury’s offers up one of our favourite newsletter sign up forms.


Because they include so much useful and persuasive information, all whilst remaining engaging.

Sainsbury’s use of font, colour, and imagery (just look at those desserts) can’t fail to draw the reader’s eye. They then use trigger words such as “best”, “fun” and “free” to encourage the reader to engage further.

Sainsbury’s provide information about what is included in the newsletter, a visual example, and follow this up with a bright and simple sign up form.

Feel Unique

Email Newsletter Sign up Example

But for some brands, keeping it simpler is more effective.

Feel Unique incorporate all the key elements for a successful newsletter sign up form.

Instead of using a bland template, they subtly incorporate their brand colours, imagery and font. And whilst they don’t ask for a lot of details, they do add a sweetener by promoting their £5 gift voucher for sign ups.

Feel Unique also take the opportunity to include a check box to sign up for other news and promotions via email. Streamlining their communications process for both the brand and the recipient.


Email Newsletter Sign up Example

Adidas have cleverly named their newsletter offering “The Creators Club”; incorporating a sense of community and exclusivity that goes above the usual monthly email communication.

While Adidas’s form isn’t the most visually engaging, it does include useful and persuasive information such as the promotion of a 20% off voucher for those who sign up. And a reassuring explanation for how data is used to personalise ads and communications.

Furthermore, Adidas offer the option to sign up via Facebook and Google, making the process even easier for their audience.


Email Newsletter Sign up Example

For brands that want to keep it short but simple with their sign up form, Papier offers ideal inspiration.

To promote their newsletter sign up, Papier makes use of pop-up functionality which is triggered on their homepage.

This pretty pop up incorporates imagery and language which is in keeping with their brand as well as welcoming. And by only requesting basic data for newsletter sign up, the recipient has nothing to lose!


Email Newsletter Sign up Example

The BBC takes a phased approach to their newsletter sign up form.

They begin by asking the recipient’s age so that they can suitably tailor their response based on whether they are 13+ years old.

Once confirmed, you are taken to a form with a striking background – something that we don’t see in a lot of newsletter sign ups.

The BBC asks for all the relevant details for basic data capture purposes. But what we really like is their use of “What’s this for?” information boxes, which explains why the BBC is asking for this data; helping to reassure and maintain transparency with their audience.

The Guardian

Email Newsletter Sign up Example

The Guardian gives its audience lots of choice when it comes to newsletter sign up.

Guardian readers can choose which newsletters to sign up for based on their interests. And there is certainly a good range available.

And if they’re unsure about the content, The Guardian offers a ‘Preview’ of a newsletter so their audience can see if it’s relevant before handing over their data.

We also love that The Guardian sets expectations with a short description, including how often each newsletter will be sent.


Email Newsletter Sign up Example

Like the Guardian, Campaign offers its audience a variety of newsletters to sign up for based on their interests.

They also include descriptions and previews of their newsletters to help recipients choose, including handy snippets in their banner image.

Our favourite element of Campaign’s newsletter sign up is that they gather lots of useful data to help personalise communications, however, they do so in stages. This is far less overwhelming for the individual. Especially as the progress bar at the top of the form notifies them how far along they are in the process.


Email Newsletter Sign up Example

Just like its products, Farrow&Ball’s newsletter sign up form is elegant and stylish. Perfectly reflecting their brand in design and tone.

They offer an incentive for subscribing to their emails in the form of an online Inspiration Booklet, perfect for their audience of interior design fans.

We also love how Farrow&Ball explain what to expect from their emails, as well as reassuring recipients that they can unsubscribe any time. All written in friendly and welcoming language.

And lastly, whilst asking for fairly basic data, Farrow&Ball also ask what type of customer you are. This ensures they can tailor their newsletter communications to specific audience groups. With little additional effort.


Email Newsletter Sign up Example

Loomy use this simple but effective newsletter sign up form to cram lots of information into a small space.

Firstly, they utilise pop-up functionality to get in front of their visitors who are navigating their site.

The bright green colour is not only on brand but also eye-catching, so that the popup is unlikely to be missed.

We love the use of snappy copy that manages to outline why the visitor should sign up, newsletter frequency, what’s included, and the unsubscribe process. All in one paragraph.


Cox & Cox

Email Newsletter Sign up Example

Email Newsletter Sign up Example

This may be cheating a little, but we wanted to feature Cox & Cox as they don’t just have one, but two newsletter sign up forms.

In the first form, we were met with another great use of pop-up functionality. We loved how Cox & Cox boldly focus on the benefits of signing up for their newsletter in this form. And as visitors only have to fill in their email address, who can resist?

But Cox & Cox also utilise a more in-depth newsletter sign up form. Again, they promote the benefits of their newsletter, but also ask for more in-depth details such as date of birth. This data is incredibly useful for nurturing as Cox & Cox can now send birthday greetings and offers, helping them to stand out from their competitors.

Have you been inspired by these newsletter sign up forms?

At Pure360, we have a wealth of experience helping brands from all industries to create the most engaging sign up forms possible. As well as making the most out of the newsletters that follow.

Get in touch with our team of experts for more inspiration and advice.

The post 10 email marketing newsletter sign up forms we’re loving! appeared first on Pure360.

Author avatar
Michael Wambua

Post a comment

Your email address will not be published.

We use cookies to give you the best experience.