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Marketing in Focus Podcast Episode 21 10 Places to Collect Emails on Your Website

It’s no secret that collecting email addresses is one of the most effective ways to grow your business. After all, there are a lot of benefits to having an email list and it’s easy for people to sign up!

If you don’t yet have an email marketing system, I want you to pause this and go back to Episode 1: How to Get Started with Email Marketing. You can come back to this once you have it set up, but don’t get ahead of yourself. It’s easy to get overwhelmed that way.

If you already have an email marketing system but are wondering how to get people onto your email list, or you simply want more ideas on how to get people onto your email list, you’re in the right place.

Before we dive in, if you haven’t already, be sure that you are being compliant with email laws in how you set up your email account and how you collect emails. There are a handful of laws that govern business use of personal data, including email addresses. There are laws in California, Canada, and GDPR laws in Europe. I’m not a lawyer, and I’m not giving any legal advice. If you’re unsure if you are compliant, be sure to check with your email service provider. They often have quick how-to guides for how to stay compliant using their email marketing system.

Alright, now onto our list of the top ten best places to collect email addresses. 

This list is organized from what tends to be the best converting at number one. Try a few different ones to experiment with what works best for you and your audience, but don’t go so crazy with it that you overwhelm yourself or your audience. Add in opportunities where it feels natural and not spammy.

1. Landing Page with Opt-In

Hands-down the landing page with an opt-in, or sometimes called a lead magnet, is the most effective way to generate an email list. To do this, you create something of value that your audience wants, create a landing page that explains what it is, and have a quick form to fill out in order to gain access.

Oftentimes these are a checklist, how-to guide, challenge, or generally anything that helps your audience with an initial problem. Make it something that gives the user a quick win, increasing their view of you as someone who can help them, but also make it small and easy to use.

So many of us are guilty (myself included!) of wanting to provide so much information. While it’s awesome to be able to offer up that kind of value, it can overwhelm someone and cause them to not take action. Or, if it takes too long to complete, they might only take partial action.

Because we want to help people get results, and we don’t want to spend time creating things that don’t get used, stick with something small and manageable. This is definitely a time when less is more.

2. In-Content Form

If you have long-form content on your website, like a blog or articles that people are reading, including a form in the middle of the content can be very effective. This form can either be a quick “get my weekly newsletter” call-to-action, or you can leverage a content upgrade here. Using a lead magnet that connects to what they are learning about, like a checklist that helps them take action, works well here.

3. Menu Link

The menu, or navigation bar, of a website, gets a lot of attention. Adding a link or button here will increase the likelihood that it is seen and taken action on. This can connect to either a pop-up opt-in or a landing page.

4. Before the “Read More” tag on Your Home Page

For content where you have a can’t-miss opt-in, adding a call to action button at the end of the excerpt is a great way to get more email subscribers.  The excerpt is the paragraph that shows up on other pages, like on the main page of a blog. To maximize the visibility of your call-to-action, be sure to use a button or a different style so that it doesn’t blend into the excerpt content.

5. Welcome Scroll Mat

Like a landing page, which converts well because it removes distractions, the welcome scroll mat does the same. It shows up when the user lands on a page, and then can easily be scrolled past if needed in order to keep a smooth experience.

6. Feature Box

Feature boxes are those big, bold content blocks that are used as sections on a website. A common use of a feature box is at the top of the website, just below the navigation bar. Having a great piece of content or training here can get users engaged with your brand from the moment they click on your site.

7. About Page

This one is overlooked by a lot of people, but the about page is often one of the most trafficked pages on a website. When visitors are looking to learn more about you, give them an opportunity to take the next step and subscribe to your email list.

8. Standard Pop-Ups

This is the tried-and-true pop-up that everyone is most familiar with. A few best practices to keep a positive user experience:

  • If you’re using a site-wide pop-up, set it up to wait until the second-page view before it displays.
  • Do not use immediate pop-ups on blogs. It gets in the way of people who want to consume your content.
  • You can use a slide-in style, that doesn’t block the whole screen. Or use an exit-intent pop-up, which is triggered when someone is likely to be leaving your site.


9. Contact Page

While this one doesn’t yield nearly as many subscribers as the many previous strategies, it makes sense to put an email opt-in on the contact page. Depending on why someone is looking at your contact page, an opt-in here might catch their attention.


If a website visitor is engaged enough to leave a comment, why wouldn’t they also be interested in getting your new blog posts in their inbox? Adding an opt-in checkbox to the comment form is a great way to add email subscribers.

You should now have a better idea of how to grow your email list and get more sales. Keep in mind that it’s not just about the number of subscribers you have; it’s also important to focus on quality over quantity with your opt-in offers. It can be difficult for businesses to find an easy way to collect emails but this podcast has given you ten ways to do just that! Give some of these ideas a try today and let me know what happens!