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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Opt-In Form

An opt-in form is the on-site form where visitors enter their details to subscribe to your emails. It's the primary tool for turning website traffic into email subscribers.

Also known as: signup form, subscribe form, email capture form

Your opt-in form is the doorway to your email list. Its job is simple but crucial: capture permission and contact details from the right visitors, with as little friction as possible.

What types of opt-in forms are there?

Popups, embedded inline forms, slide-ins, floating bars, and two-step forms are the common formats. Each suits a different placement and level of intent.

What makes an opt-in form convert?

A clear value proposition (often a lead magnet like a discount), minimal required fields, a compelling CTA, and good timing. Asking for less usually converts more.

Single vs. double opt-in

A single opt-in adds subscribers immediately; a double opt-in asks them to confirm via email. Double opt-in produces a cleaner, more engaged list at the cost of some volume.

Related terms

Email List Lead Magnet List Segmentation Subscriber Double Opt-In

Related reading from Drip

7 Opt-In Form Examples from Top Online Retailers Two-Step Opt-In Forms: 3 Killer Examples

Frequently asked questions

What is an opt-in form?
An opt-in form is the on-site form where visitors enter their details to subscribe to your emails. It captures both permission and contact information, turning website traffic into subscribers.
What are the types of opt-in forms?
Common formats include popups, embedded inline forms, slide-ins, floating or sticky bars, and two-step forms. Each fits a different placement and level of visitor intent.
How do I make an opt-in form convert better?
Offer clear value (often a lead magnet like a discount), keep required fields to a minimum, write a compelling call to action, and time the form well. Asking for less information usually increases conversions.
What's the difference between single and double opt-in forms?
A single opt-in adds the subscriber immediately after submission. A double opt-in sends a confirmation email they must click first. Double opt-in yields a cleaner, more engaged list but captures slightly fewer subscribers.
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