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5 Types of opt-in forms

One of the keys to building your travel brand is cultivating your client following and keeping them engaged through savvy email marketing. To build up a successful email marketing plan, you need to start at the beginning with an effective opt-in form that yields a high rate of conversions. A proper opt-in form will deliver quality leads with whom you want to connect. Read ahead to explore five types of opt-in forms that help empower your email marketing strategy. 

5 Types of opt-in forms

5 Types of opt-in forms

1. Standard

The Standard email opt-in form is one of the most frequently used of all. You typically see these kinds of forms in the web page's sidebar or on a blog post. They're standard on popular blog sites, as well as new and business websites. 

Standard opt-in forms are great for driving increased web traffic and blog visits. This is particularly true among passive readers and site visitors who may need that extra nudge to become more engaged with your brand or content.

These types of opt-in forms can be embedded anywhere on your website, but consider utilizing the middle of your page if the content stretches past 1,500 words. This breaks up the content and provides a little reminder to the reader as she reads through your page.

2. Pop-Up

Though they can seem intrusive to a certain extent, Pop-up email opt-in forms are generally better than other methods of gaining conversions. By using pop-up opt-in forms effectively, you can avoid annoying your website visitors. 

With pop-up opt-in forms, you can customize when they show up based on the percentage of your site the viewer has scrolled through. You can also set a timer for pop-ups to appear after your website visitor has been on the site for a previously-specified amount of time. Pop-up opt-in forms are sure to grab the attention of the viewer, but be sure to configure them so that they don't become too intrusive. 

3. Exit Intent

Want to tempt your website visitor with an opt-in email form before they exit your site? Consider an Exit Intent opt-in form that is activated whenever the user moves their cursor outside of the browser window. This option gives them a final opportunity to engage with your subscription offer. 

4. Slide-In

Similar to the pop-up opt-in form, Slide-Ins appear on the user's screen without being actively selected. However, rather than showing up in the center of the device's screen, Slide-Ins crawl from the bottom left or right side. This more subtle appearance allows your website visitor to see your content. It's a less distracting way to remind the user that they can benefit from your email subscription service. It's also helpful to include some incentive for signing up when utilizing this type of opt-in form.

5. Bar

Also known as an announcement bar, a Bar opt-in form consists of a webpage-length ribbon across the top of the page. This bar generally includes a brief sentence inviting the user to follow the call-to-action. The bar email opt-in form is one of the least intrusive types, even though it consistently displays for the website visitor to see and consider. 

When deciding which email opt-in form is best for your website, think about your clients and their preferences, as well as the type of experience you want them to have while exploring your content. No matter which of these opt-in form types you settle on, you're taking a step in the right direction to find success through email marketing. To learn more about how you can use ConvertKit to build your email marketing list in your business and to see some helpful how-to guides, visit

Be sure to post any questions you might have below and we'll get right back to you! And if you like this blog give us some love by clicking on the .

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Sandra McLemore is a digital marketing & business growth expert who got her start in the travel business over 20 years ago as a retail travel agent for STA Travel in a busy campus store front. She then worked her way into VP level in marketing, media and PR roles for the world's biggest cruise lines and travel brands.


Sandra is now the owner of TRAVEL MARKETING & MEDIA (formerly Village Girl Marketing), a marketing agency for travel brands specializing in content creation, design and media.




Each service and program helps travel agents to get a consistent flow of new clients through smart marketing strategies.


Over 12,000 travel agents have taken Sandra's online training, and signed up for her digital marketing solutions.

Sandra lives in Los Angeles and hosts a number of travel programs on cruise line and airline TV and can be seen on network news programs as a leading travel industry expert.  Heading off to the best travel trade conferences? You'll most likely catch her on stage there too!

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