Improve your Opt-in Forms! Examples from the Big Guys.

Even though the days of using the words “subscribe to our newsletter” as a way of building an email list are now consigned to the distant past, most websites are woefully lacking in creative ways to incentivise users to give up their email addresses.

So, without further ado, let’s take a look at how some big businesses are enticing their website users into their marketing funnels for you to copy inspire you, for your own website.

The 7 Day Startup

Renowned clever clogs Dan Norris launched a venture (and book) called “The 7 Day Startup“, which aims to help people launch a new business from scratch in a very short time frame (probably 9 days or so, I haven’t researched it).

Checkout the screenshot below to see what he offers in exchange for an email address:


See that!? Some kind of course! Obviously wayyyy more tempting than a “subscribe here” kind of button. Could you offer a course to your visitors?

Club Med

Club Med sells all inclusive holidays at hundreds of resorts around the world. How are they building their funnel?

club med opt in form


A lovely image and a “pre-registration” offer to get the best deals. Pre-registering gives the user the idea that they’re in the cue for getting the best deal, and seems like a legitimate reason to hand over an email address.

Notice they don’t even have the email address field here, you have to click through to get to that. Could that be because users are subconsciously turned off by a subscription form? Nice one Club Med!

I Know the Pilot

Quite possibly the world’s greatest website – I Know the Pilot – gathers the best of every airline’s deals and collates and emails them to you for your travelling pleasure. Even better than that, you can subscribe (see image below) and enter your departure city so you’re sent deals relevant to you. OMG, so simple, so brilliant.

Makes you want to subscribe; the value is obvious, the opt-in completely


Neil Patel

Famous internet marketing dude Neil Patel will never write a post without some kind of lead capture – see his below. This opt in is used across hundreds of blog posts, so while it’s fairly generic it’s still relevant to his audience and to what they’re trying to achieve.

Notice, it doesn’t actually ask you for an email address, it asks for your website URL. This is a fairly subtly yet clever difference, probably designed to entice those hard nosed web users (all of us) who aren’t comfortable passing on email details. But once they’ve got your website, then it’s a cinch to get your email address, and it’s also handy in that it qualifies you as a lead immediately (being that you need a website to get on their list).

So takeaways for this example are:

a) How can you use your opt-in form to qualify your subscribers?
b) How can you make your opt-in form less aggressive (i.e. not ask for an email address but get it anyway?).

Neil Patel's opt in form

Range Rover

This example from Range Rover is actually an example of a missed opportunity. They obviously have car models sprawled across their site, but if you’re a serious lead you’ll want a brochure (pronounced bro-sha).

In the example below you can see they offer a handy downloadable brochure with each model, but they just give the darn thing away for free! This would have been so easy to collect email addresses in a “send me a brochure” type of opt-in. But don’t worry, you won’t make the same mistake!

Ok now take inspiration from the above examples and go improve your opt-in forms (or go back to your Facebook timeline, whatever).

Post end.