Newsletter signup and email list building from your site

Why build a list from your site

A newsletter or email list gives you a direct channel to people who have shown an interest. Your site is often the first place they discover you; a signup form turns that visit into a chance to stay in touch.

Do not add signup for the sake of it. Add it when you have something useful to send (e.g. updates, tips, offers) and the capacity to send it regularly enough that people do not forget who you are.

Where to put the signup

• Footer: A small “Subscribe” or “Newsletter” form or link in the footer works on every page. Low pressure, always available.
• End of key content: After an article or service page, a single line or short block: “Get updates like this by email” with a form or link.
• Dedicated page: A simple “Subscribe” or “Newsletter” page with one clear form and a short explanation of what people get and how often.

Avoid pop-ups that block content unless you are sure they work for your audience. If you use them, make them easy to dismiss and do not show them on every visit.

Consent and privacy

You must have a clear, affirmative opt-in before adding anyone to a marketing list [1]Source 1 .

• Do not pre-tick: The user must actively choose to subscribe. No pre-checked boxes.
• Explain what they are signing up for: “Our monthly newsletter” or “Updates and offers from [name].” Say how often you will email (e.g. monthly, occasionally).
• Link to your privacy policy: Near the form, link to your privacy policy so people can see how you use their data.
• Update your policy: If you start collecting emails for marketing, update your privacy policy and tell existing contacts if the change affects them.

For more on privacy, see privacy policies and GDPR compliance and when to update your privacy policy.

Keep the form simple

• Ask for the minimum: Email address is usually enough for a signup. Only ask for name or other fields if you will use them (e.g. personalisation).
• One clear button: “Subscribe,” “Sign up,” or “Join the list.” Avoid vague labels like “Submit.”
• Clear success message: After submit, tell them what happens next: “Thanks, you’re subscribed. Check your inbox for a confirmation email.”
• Accessible and mobile-friendly: Visible label for the email field, enough contrast, and a form that works on small screens. See form design that gets completed.

Deliverability and tools

Use an email service (e.g. Mailchimp, Buttondown, ConvertKit) that handles signup, confirmation, and unsubscribe. Sending from your own server often leads to deliverability problems; see email deliverability and form submissions.

Include an unsubscribe link in every email and honour opt-outs quickly. It is a legal requirement and keeps your list engaged.

Summary

Put signup in the footer, at the end of key content, or on a dedicated page. Get clear opt-in, explain what people are signing up for, and link to your privacy policy. Keep the form short, use a proper email provider, and always offer an easy unsubscribe.