Emails & SMS

Filling your funnel and collecting email addresses

May 11, 2022

Ashley Cummings

Contributing Writer

Did you know… ninety-six percent of consumers who visit a website aren’t ready to buy. But just because they aren’t ready to buy from your brand doesn’t mean they don’t ever want to hear from you again. 👀

Capturing visitors email addresses is a fantastic way to convert subscribers into loyal customers.

If you’re ready to build your list, you should be doing the below: 👇

1️⃣ Drawing attention to your opt-in form

2️⃣ Sweetening the deal with an incentive

3️⃣ Thinking outside of the website box (leveraging alternate touchpoints)

This just in: 96% of consumers who visit a website aren’t ready to buy. But just because they aren’t ready to buy from your brand doesn’t mean they don’t ever want to hear from you again. 👀

This is where email marketing saves the day.

If you can effectively capture an email address, you’re well on your way to turning that subscriber into a loyal customer.

Let’s dive into three killer tactics to help you engage customers and collect emails.


1️⃣ Draw attention to your opt-in form 

While researching this article, we looked at ~50 DTC brands to try and spot their opt-in forms.

We experienced one of two things…


  • We were either met with a bright, cheery pop-up incentivizing us to subscribe (yay) 
  • We had to scroll to the bottom of the page and look for the email opt-in form in the footer (boooooo)


Since website visitors typically only spend an average of 15 seconds on a website, you can guess which email opt-in form placement is more effective.

(Hint: pop-ups have an average conversion rate of 11.09%, according to Opt-in Monk.)

Let’s look at this killer email opt-in example from Maker wine. 🍷

Seconds after clicking into Maker’s site, you see this flash across the screen: 



Be like Maker. Don’t make us scroll to your footer—make your subscription form obvious. ✅


2️⃣ Sweeten the deal with an incentive

If people land on your website, they’re usually interested in the kind of products you’re selling, even if they’re not ready to buy just yet.

An outstanding way to encourage visitors to subscribe is to provide an incentive in return for an email address. Here are some examples of how some DTC brands do this.

Our Projects offers a 10% discount for subscribers who join the community. It’s a double-whammy. Subscribers get community membership and a discount on products. 🔥




Triviso makes subscribing to its list fun by offering a mystery reward in addition to a promise of product drops and hair care tips. Yes, please. 🎁



Bombas displays a pop-up with a 20% off coupon for your first order. 💰



In this sense, customers are simple—we all like free stuff and discounts. 

Your email opt-in form is the perfect opportunity to give customers what they want and secure a way to keep in contact with them in the future.

Using incentives like the options above far outweigh only a subscriber box in the footer.



Give us a reason to subscribe, and we’ll probably do it. 🤷‍♂️


3️⃣ Think outside of the website box

Capturing email addresses on your website is essential, but there are so many other customer touchpoints you can leverage to collect them.

If you’re looking to grow your list quickly, consider investing in paid social ads to capture email addresses.

Facebook ads are affordable, and you can customize your ads and target them to appear to your specific customer demographic.

Here’s a targeted ad from ColonBroom: 👇


The ad captures the attention of consumers interested in promoting a healthy gut and weight loss.

The call to action (“Learn More”) is clear. When you click on the CTA, it redirects you to a 13-question quiz to ask personal questions about health and weight loss goals. 

It then uses the information to personalize results and recommend relevant products.

In the end, it offers consumers freebies in return for an email address.




It’s brilliant. 👏

Combining paid social ads with personalized quizzes is a great way to target your customer profile, engage them with personalized content, and capture email addresses.

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