How to convert website visitors into email subscribers
Here are some tactics you can use to convert website visitors into email subscribers:
Create lead magnets
A lead magnet is a free, valuable resource offered to your visitors in exchange for their email. This can be ebooks, guides, checklists, templates, or access to webinars.
Once someone requests your lead magnet and shares their email, you can add them to your subscriber list and continue engaging them at a steady pace. This can include follow-up resources, helpful emails that expand on the topic of your lead magnet, or updates that keep them familiar with your brand.
-
Forms are a direct way to ask visitors for their email. There are different types of forms depending on your website structure and the level of push you want to use on the visitor.
Some common types of forms include:
Pop-up forms: These are overlays that appear on top of the page and briefly capture the visitor’s attention. They can be triggered by actions like scrolling, time spent on a page, or exit intent. Tools like Mailmodo help you design these forms, choose triggers, and schedule when they appear so your prompts feel timely rather than disruptive.
Inline forms: Inline forms are forms that are placed within the content of the page, like at the end or middle of blog posts or in sidebars, so visitors can sign up naturally while reading.
Slide-in forms: These forms slide in from the side as someone scrolls, offering a gentle nudge without blocking the entire content of the page.
Full-screen modals: They take over the screen for high-value offers, like premium guides or courses, maximizing attention when timed well.
-
Showing visitors that other people trust and value your emails can make a big difference in conversions. You can:
Display testimonials: Share quotes from happy subscribers who have benefited from your emails, like how a guide or tip helped them achieve a goal.
Highlight subscriber numbers: If your list is growing or has a large following, showcase it. People are more likely to join when they see others have already found value.
Offer exclusive perks: Promote the benefits of joining, like access to premium content, early product launches, or special discounts.
The key is to integrate social proof naturally throughout your site, especially near your forms and lead magnets. When visitors see others benefiting, signing up feels like the logical next step.
Offer deals
This tactic works if you have a discount or promotion running. Many visitors sign up simply because they don’t want to miss out on the latest deals.
When creating these offers, use phrases like “Sign up today for a special bonus!” or “Offer ends soon” to encourage immediate action. You can also add countdown timers on your website to visually show how much time is left, which reinforces urgency and nudges visitors to subscribe.
Most importantly, make sure the process is simple and transparent, and follow through by delivering the promised incentive.
Leverage Retargeting Ads
Not every visitor will subscribe the first time they visit your site. Retargeting ads give you a second chance to capture those potential subscribers by reminding them of the value they’re missing.
Here’s how to do it strategically
Show targeted ads: Promote your lead magnet, content upgrade, or exclusive offer to people who have already visited your site but didn’t subscribe.
Use multiple channels: Retarget across platforms like social media, search engines, or display networks to stay visible and top of mind.
A/B test everything
Even small changes can have a big impact on your email sign-ups. Try testing different headlines, call-to-action copy, form placements, pop-up form timing, and visuals to see what resonates best with your audience.
For example, you might find that changing a button from “Subscribe Now” to “Get My Free Guide” increases clicks, or that a pop-up appearing after 30 seconds performs better than one triggered immediately.
Reduce friction
The easier it is for visitors to sign up, the more likely they are to do so. To keep your forms easy to sign up, keep your forms simple by asking only for essential information, usually just a name and email address. Avoid lengthy forms or unnecessary questions that can slow people down or create hesitation.
Also, make sure the buttons are easily scannable and provide immediate access to any promised content.
Use content previews
Giving visitors a sneak peek of what they’ll get when they subscribe is a powerful way to build interest and trust.
For example, if you send a regular newsletter, show a short snippet of the content—whether it’s a curated list of tips, the latest industry news, or a roundup of products or resources. You can also tease exclusive guides, checklists, or templates they’ll receive as a subscriber.
Segment your subscribers based on their behavior
Segmentation means grouping users based on their interests, behaviors, or past interactions, so you can deliver more relevant content that resonates with each audience segment.
For example, if you offer multiple types of content or products, sending tailored emails instead of a generic newsletter ensures that subscribers see what’s most valuable to them, which increases engagement and trust.
If you’re not sure how to build customer segments on your own, an email service provider can simplify the process. Mailmodo is one example that lets you create segments with the help of its AI assistant. You can describe what kind of subscribers you want to group, such as people who clicked a certain link, visited a specific product page, or downloaded a particular guide, and the AI will generate the segment for you.
Ensure mobile optimization
A large portion of your website traffic comes from mobile devices, so it’s essential that your email capture strategy works seamlessly on phones and tablets. Make sure forms, pop-ups, and sign-up buttons are easy to see and interact with on smaller screens.
Emails should also be mobile-friendly, with readable text, clear calls-to-action, and responsive layouts.
Final thoughts
This article highlights just a few strategies you can use to convert website visitors into email subscribers. Some might work for your business, and some might not.
It’s also important to keep experimenting. You can repurpose some of your internal resources as a lead magnet and see how your audience reacts. If it doesn’t work, refine it or combine it with other tactics that perform better for your industry.
