Email Subscription Form for Websites

What is a subscription form & why businesses use it

The subscription form is used to convert casual visitors into committed subscribers. It allows for continuous engagement, builds brand loyalty, and increases long-term conversions. Key benefits include:

• Consistent customer engagement: Allows businesses to maintain ongoing communication, improving customer loyalty and retention.


• Increased lifetime value (LTV): Subscribers often exhibit higher lifetime value, making frequent repeat purchases and engaging regularly.


• Strengthened brand loyalty: Regularly providing valuable, personalized content helps establish trust and enhances customer relationships.


• Targeted marketing opportunities: Enables personalized email campaigns and targeted promotions, increasing conversion potential.


• Reduced dependency on paid channels: Building an owned subscriber list reduces reliance on paid marketing, lowering long-term acquisition costs.

When & how to use a subscription form

Subscription forms are most effective when shown to users who have already interacted with the website content and demonstrated interest. To avoid disrupting the browsing experience, trigger the form based on specific user actions or timing:

• After 15 to 30 seconds on the site, depending on the average session duration


• After scrolling 50% down a page such as an article, product page, or landing page


• Upon exit intent, when the user moves their cursor toward the browser's close button


• After visiting multiple pages, especially on blogs or content hubs

Subscription widget placement recommendations:

• Embedded forms: Place in blog sidebars, footers, or homepage sections. Embedded layouts are recommended for static, high-trust areas.


• Popup forms: Use pop-ups for more prominent placement, especially when paired with an incentive. Ensure they appear based on behavior triggers, not immediately on page load.


• Slide-in forms: Positioned at the lower corner of the screen, slide-ins offer visibility without blocking content.

How subscription forms look

A typical subscription form includes the following elements:

• A headline indicating the purpose (e.g., “Subscribe to Our Newsletter”)


• One or more input fields (usually email; optionally name or preferences for better personalization and segmentation)


• A submit button with a call-to-action (e.g., “Join Now” or “Subscribe”)


• Optional checkboxes for consent or GDPR compliance


• An optional privacy note describing how user data is handled

How to set up a subscription form

A great-looking form is only half the equation — let’s create an email subscription form for a website that secures quality subscribers.

Step 1: Pick a template

Claspo offers a huge collection of pre-built templates — over 1000, in fact. You can skip the blank canvas and start with a subscription form template that’s already optimized for clarity, spacing, and visual balance.

For this walkthrough, we’ll choose a newsletter subscription form template that includes radio buttons. This lets users pick what kind of updates they want to get — a simple way to personalize the experience and improve targeting from the first touchpoint.

Step 2: Customize it

Claspo’s visual form builder makes design updates simple. You can fully customize the look and feel of your form by changing text, fonts, colors, button styles, or layout. Just click on any part of the form — like the title, image, or CTA — and edit it using the settings panel.

Need to adjust the radio options? Click them, head to General > Edit options, and update the labels.

You can also upload custom images or choose one from Claspo’s built-in library. If your site serves a global audience, use the multilingual settings to localize content. Just enter translations, and Claspo will automatically detect the visitor’s language and show the right version.

Step 3: Set up triggers

Now, it’s time to decide the perfect moment to show your website subscription form. We want to avoid overwhelming users too soon — so instead of displaying it right away, set a time delay.

If you know your site’s average session length, base the delay on that. If not, Claspo’s default of 20 seconds is a solid starting point — long enough for visitors to become interested, short enough to keep their attention.

Let visitors browse a bit before prompting them. This improves signup rates because they’ve had a chance to see the value your content offers first.

Step 4: Integrate your marketing tools

Finally, make sure your form is doing more than just collecting emails. Claspo integrates with the tools you’re already using — email platforms, CRMs, CDPs — so you can immediately send welcome emails, start automations, or tag subscribers for campaigns.

With these integrations in place, you’re not just collecting signups — you’re launching full-funnel engagement from the very first interaction.