“A healthy, strong email list is something you can always rely on as a business,” Julie Brown, cofounder of apparel brand Province of Canada, says on an episode of the Shopify Masters podcast. Julie stresses that having a robust email marketing program frees you from dependence on paid advertising.
Creating a positive customer experience during email signup is the first step in building a healthy list, just like making a good first impression. Whether you’re just starting out or trying to grow your existing email list, a little incentive to opt in goes a long way. Here’s what you need to know about opt-in email marketing, how to implement your own process, and email opt-in examples from Shopify brands.
What is email opt-in?
Email opt-in is when someone provides their email address to a business and consents to receive email communications, often in exchange for discounts, free shipping, or other valuable incentives. The process of opting in to receive messages like newsletters, promotions, and updates typically takes place through an email sign-up form.
For example, after arriving on your store landing page, a shopper may see a pop-up prompting them to enter their email address in exchange for a discount code. Once they provide their email, the code is sent to their inbox, and they’re added to your mailing list.
An opt-in email marketing strategy ensures you’re recruiting customers who truly want to engage with your brand, which ultimately generates higher-quality leads.
Single vs. double opt-in
Single opt-in means customers provide consent through one action, usually via a checkbox in the sign-up form. Double opt-in requires customers to confirm their subscription via email or SMS before they’re added to your list. Single opt-in is quicker, but it comes with quality trade-offs—subscribers who don’t confirm their interest tend to have lower open rates than those who do.
Double opt-in filters out fake email addresses and ensures your list is made up of people who actually want to hear from you. It also creates a clear record of consent, helping you stay compliant with data privacy and email marketing laws.
Elements of a good email opt-in process
From the graphic design to the language of your opt-in forms, every detail plays a role in convincing visitors to join your email list. Here are some elements of a strong email opt-in process:
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Concise language. Use as few words as possible to explain what you’re asking and what subscribers will get in return. Be direct and respectful of their time.
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An explanation of the benefits. Let customers know what they’ll gain by joining your email list—whether that’s exclusive offers, early access to sales, or useful content like recipes. If there’s a reward for subscribing, make it clear upfront.
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Attractive visuals. Use design to draw attention to the immediate benefits of subscribing. You might use bold colors to make your pop-ups stand out and larger fonts to emphasize rewards like discount codes.
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Call to action (CTA). Include an explicit opt-in call to action (CTA) like “Sign up now” or “Subscribe” that tells visitors exactly what to do next.
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SMS integration. Add SMS subscription as an additional part of your opt-in sequence with Shopify Messaging. This requires customers to confirm their interest a second time, giving you access to an additional direct communication channel.
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Legal compliance. Ensure your opt-in system meets regional legal requirements. In the US, the CAN-SPAM Act requires marketing emails to identify themselves as ads and include easy opt-out links. In the EU, General Data Protection Regulation (GDPR) guidelines require transparency about data usage, encrypted protection of collected data, and giving customers access to their own data.
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Invitation for inquiry. Offer users a way to connect and learn more about the opt-in process—like a link to customer service, a direct chat, or a chatbot.
Email opt-in examples
- Opt-in pop-up: Espiritu
- Opt-in pop-up: Fishwife
- Opt-in pop-up: Canyon Coffee
- Opt-in confirmation email: Sleepy Jones
- Opt-in confirmation email: Masienda
- Opt-out option email: Canopy
To help you generate ideas for your own opt-in system, it can be helpful to see the above-described elements in action. Here are email opt-in examples from brands that have successfully grown their subscriber lists:
Opt-in pop-up: Espiritu
This pop-up opt-in form from artisanal shoe retailer Espiritu uses color and text design to attract new subscribers. Its product photo shows the brand’s signature huaraches atop a multicolored poncho with a neutral background, emphasizing the vibrant merchandise.
The language clearly outlines the reward—“15% OFF YOUR FIRST ORDER”—in a large font. Customers know what they’re signing up for and can easily decline (“No, thanks”) and return to the website.
Opt-in pop-up: Fishwife
Fishwife’s pop-up opt-in form features a great example of what Homestead Studio email strategy director Jacob Sappington calls the “micro yes.”
On an episode of the Shopify Masters podcast, Jacob describes this tactic as “asking a really small leading question that someone’s really likely to say yes to, which gets them bought in a little bit.” In this case, Fishwife offers a “mystery discount,” then asks site visitors whether or not they’ve tried Fishwife yet.
Clicking either option leads to a second page, where customers can add their email address to opt in to receiving marketing messages in exchange for a discount. This strategy can increase your opt-in rates by piquing customer interest before asking for their email address.
Opt-in pop-up: Canyon Coffee
Canyon Coffee uses a small email opt-in form—a less intrusive option than a full-screen pop-up. The size lets viewers easily continue browsing the website without having to close it entirely. While there’s no immediate reward, consumers are told that they’ll receive “exclusive promos & more” as subscribers. This form is straightforward and minimalist but still captures attention.
Opt-in confirmation email: Sleepy Jones
This double opt-in email example from pajama brand Sleepy Jones shows how simple the email confirmation step can be. The email addresses the recipient by name, adding personalization. Then, in two short sentences, it’s clear that the user needs to confirm to receive Sleepy Jones’ marketing emails or do nothing to decline. It’s short, concise, and includes all the necessary information.
Opt-in confirmation email: Masienda
Specialty masa purveyor Masienda uses this confirmation email to reiterate the benefits of opting in. The recipient is reminded that they’ll receive a 10% discount on their first order, plus recipes and updates. Masienda adds transparency and creates a more open dialogue about its practices by acknowledging that email confirmation also helps it avoid sending emails to unused accounts or fake addresses.
Opt-out option email: Canopy
In this example, humidifier brand Canopy offers subscribers the choice to opt out of its email marketing. While this specifically pertains to Mother’s Day emails, it contains elements of a good general opt-out email.
It begins by addressing the recipient by name, identifies a potential reason they may want to opt out, and provides a clear link to do so. These components make the email feel considerate and direct. It can solve a pain point for customers who want to receive general marketing emails but not ones related to this specific occasion.
How to implement an email opt-in process
- Choose a messaging service
- Determine your opt-in reward
- Design opt-in forms
- Implement double opt-in
- Integrate with SMS
- Collect emails at checkout
- Test your opt-in email flow
Here are the steps to follow to build an email list of engaged subscribers:
1. Choose a messaging service
Use an email service provider (ESP) like Shopify Messaging or Klaviyo to manage opt-in. These services help you create opt-in forms, collect and organize subscriber data, and set up double opt-in.
ESPs also help you with some of the next steps, like audience segmentation and A/B testing.
2. Determine your opt-in reward
Consider what incentives you can afford, and what’s likely to resonate with your customer base.
“We’ve seen that just by adding a discount code to get that email for their first order, the conversion is huge,” Julie says about Province of Canada’s strategy.
In addition to discounts, popular incentives include free shipping, exclusive deals, early access to limited edition items, or a free gift with purchase.
3. Design opt-in forms
You can use Shopify Forms in conjunction with Shopify Messaging or a compatible ESP to create your email opt-in forms. Incorporate your brand colors, and try capturing attention with vibrant and immersive product photography. Bold the typeface presenting your reward to emphasize your offer.
Keep your form simple and make your call to action clear so your desired action is obvious—you might even include a “micro yes” to build trust and psychological momentum. Clearly state what the customer receives in exchange for signing up and provide an easy way to close the form if they choose not to opt in.
4. Implement double opt-in
Set up a double opt-in process so that subscribers receive a confirmation link to verify their signup. This method is a reliable way to clearly obtain consent, supports GDPR compliance, and improves list quality. By requiring explicit permission, you reduce spam complaints, avoid uninterested recipients, boost open rates, and lower overall email marketing costs.
5. Integrate with SMS
Integrating SMS capture into your email opt-in is an effective way to sign customers up for two forms of direct marketing in one sequence.
“We’re communicating the same offer,” Jacob Sappington says, “and we’re giving them the option to not opt into SMS if they don’t want to, but if we make it optional, we see on average that half of the email subscribers end up subscribing to SMS.”
6. Collect emails at checkout
If a customer passes on your initial opt-in pop-up and doesn’t sign up for your newsletter, there’s still an opportunity to collect customer emails at checkout.
Shopify lets you add a checkbox that grants customer consent to email marketing when they enter their info to place an order. This serves as a final attempt in the customer purchasing sequence to collect email information.
7. Test your opt-in email flow
Run A/B tests to determine the optimal design and flow for your opt-in system. Try offering different rewards to see which gains more subscribers. Experiment with quizzes, reward spin wheels, or a “micro yes” to see which approach is most engaging for your target audience.
Compare efficacy rates of different phrases on your opt-in forms using built-in Shopify features or integrated services like Klaviyo or Wisepops.
Email opt-in examples FAQ
What are opt-in emails?
Opt-in emails are messages that inform consumers of their decision to sign up for your marketing emails. Some opt-in emails simply tell customers that they’ve signed up and offer the promised reward; others use a double opt-in process, asking customers to confirm their choice to receive marketing emails.
How to write an opt-in email?
Use clear, concise language to confirm that the recipient has signed up—or is about to sign up—to receive marketing communications. Highlight any incentives or rewards offered for subscribing, and specify exactly what potential subscribers can expect to receive. Make it clear that opting in is voluntary, and provide a simple way to decline.
How do I write an opt-out email?
Start by addressing why the reader may no longer wish to receive marketing emails from your business, then clearly state that they can opt out and provide a link to do so. You can also offer different opt-out options—for example, some customers may want to receive a monthly newsletter but not weekly product drops and promotions.
