Grow your email list with better opt-in copy using these two powerful tips

Photo by NeONBRAND on Unsplash

Ah, the power of language.

If you’ve spent any amount of time online, no doubt you’ve come across many an email opt-in form.

Some use language that practically compels you to put down your pricey Starbucks beverage right.this.second, and sign up N-O-W.

Others generate a big ol’ “meh,” and send you scurrying to close your browser tab quicker than green grass through a goose.

You want your own email opt-in copy to be in the first camp, obvs.

What I’ve found far too often, however, is that my beloved audience of otherwise brilliant creatives with drool-worthy goods and services to offer are not converting their website visitors to email subscribers …

… because they’re not optimizing their opt-in form with language that:

#1: Conveys the benefit to signing up for their email list.  

AND / OR …

#2: Lets their personality shine through

Which is unfortunate, because we know that a responsive email list is critical to being able to market effectively and the key to building a thriving business online. 

The good news is, the fix for this is as simple as writing persuasive copy on the email opt-in form that addresses #1 and #2, above.

Here’s the kind of boring, lackluster opt-in form copy that does not get sign-ups:

o “Sign up for updates and special offers”

o “Join my newsletter”

o “Newsletter signup”

o “Join our mailing list”

You know you’ve seen ‘em. Heck, you might even be using that exact kind of generic copy on your email opt-in form right now.

Unfortunately, that kind of copy is a conversion killer (converting web visitors to email subscribers, in this case) because it’s generic and offers no benefit to signing up.  

Plus, it’s entirely lacking in personality.  And let’s be honest – the opt-in form copy above is just plain l-a-z-y marketing.

What you want to do instead is speak to something your audience has challenges with and convey how signing up for your email list will help them solve that problem, i.e., demonstrate value and relevancy to your target audience.

For example, one thing creative service providers often struggle with is getting the right kind of clients – clients who understand the inherent value in hiring a creative pro, and are happy to pay a premium price for that that pro’s services.  

The copy on my own opt-in form addresses that, and offers a solution: 

Enter your email to get instant access to the FREE Creative Rebel Guide to Writing an Ideal Client-Attracting About Page (so you never have to accept work from someone simply because they have a checkbook and a pulse, ever again.)

By the way, the biggest objection/hesitation people have to sales offers – “do I really need this?” – is the same thing they’re thinking when deciding whether or not to sign up for your email list, so you have to give them a clear, compelling, benefit-driven reason to do so.  

You need to be able to answer the question for your audience of “what’s in it for me?”

2 Simple Opt-In Copy Rules* 

(*I dislike “rules” intensely, so let’s just call these opt-in copy “suggestions”)

  1. Demonstrate value and relevance:  be clear about what’s in it for your audience if they opt-in to your list, based on their particular needs and goals – what do they get and how will they benefit from it?
  2.  Show some personality, fer cryin’ out loud 😊


#1:  Opt-in copy I wrote for an Interior Designer:

Enter your email below to grab my free guide, “From Chaos to Calm: 7 Simple Steps for Transforming Your Busy Young Family’s Home into an Oasis of Practical Luxury.” (Plus weekly design tips and inspiration I only share with email subscribers.)

#2:  Opt-in copy at Archie McPhee website (I highly recommend reading as much copy on this site as you can – it’s hilarious and brilliant.):

Sign up for the Cult of McPhee Email Newsletter and you’ll receive free monthly emails (normally a $700 value!) announcing our upcoming events, contests and specials. You’ll also get advance notice of our coolest new products and qualify for special members-only deals!

#3: Simple, short and to the point opt-in form copy from Tara Gentile:

Want to know what your customers are thinking? There’s a map for that. Get it!

#4: Funny, irreverent, and totally on brand opt-in copy from Laura Belgray:

Get the only emails anyone likes anymore*

Emails that make you a better writer — become a Shrimper and drink ’em up!

*According to an unscientific but totes accurate study

#5: One-of-a-kind, only-she-could-do-it opt-in copy from Ashley Ambirge:

25 DAYS TO $100K

Freelance Money Mentorship

For new and aspiring freelancers who do not like the action of pinching pennies nor kissing asses.

First Name:


Reveal First Secret: The $8,000 Rule

You’ll get one lesson from me, Ash, in your inbox every day for twenty-five days. Together, we’ll take your skills and learn how to sell them to other people for a premium rate, doing the work you love, wherever you are in the world.

#6: Opt-in copy from the funny & brilliant business mentor, Matthew Kimberley:


Did you know that all of my best writing goes out by email?

Enter your email now and get your own copy of the infamously useful “5 Things You Need To Do Every Morning To Make More Sales In 60 Days”


And there you have it.

Can you see how the opt-in form copy in the examples above offers a clear benefit to signing up specifically geared to a select target audience and what they’re struggling with + how they use non-boring, non-generic, personality-centric language?

If you model that, you’ll be in good shape. 

Here’s another blog post I wrote about getting more email subscribers using the [totally free, how awesome is that?!] power of language, by the way:

Want More Email Subscribers? Implement These Two Ridiculously Simple Tips

But hey, don’t just listen to me. 😊

Here are a few other fantastic resources to help you out:

Use this Hollywood Secret to Write Addicting Opt-In Copy (from the esteemed Neil Patel)

Opt-in Copy that Doesn’t Suck: The Criminally Underrated Way to Grow Your Email List (especially useful if you like to nerd out on numbers and statistics)

The Best Opt-in Email Example (Plus 6 Extra!) and the Perfect Places to Use Them (you’ll find some great examples of opt-in form copy here)


Let me know how you do!

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