Build subscription forms

Forms are how you turn website visitors into subscribers. A good form is quick to fill in, works on a phone, makes the value clear, and collects just enough to let you segment from the start. This guide covers building, configuring and embedding one.

Create a form

1. Go to Audience Building, then Forms.
2. Click the + in the top right to start from a template.
3. Click Edit page to open the designer.
4. Turn on Smart branding (top right) to apply your brand colours - you'll see it in preview, not in the editor.
5. Drag content blocks (text, images, icons and so on) onto the page, and remove anything you don't need.
6. Edit each block's content in the properties panel.

Edit the form fields

Click the Form block to open its settings. Email and Submit are always present and can't be removed. Click Manage Fields to add others from your list - attributes, interests, even tags. Configure each field's:

• Label - the name shown to the visitor
• Placeholder - example text inside the field
• Default value - pre-filled data
• Required - whether it must be completed
• Read-only - display-only fields

Use a Permission checkbox for explicit consent, and the Language field to set which language the subscriber's confirmation email comes in. On selected plans you can also offer interests and apply tags from the form for better segmentation.

Form settings

Define how the form behaves and where its data goes:

• Audience - which list submissions are added to.
• Double opt-in - strongly recommended.
• Redirections - the pages shown after subscribing.
• reCAPTCHA - protects the form from bots.
• Self-hosted link - a standalone hosted version to review or share.
• Dynamic embed snippet (recommended) - the code to drop the form into your website.
• Static HTML / submission URL - for developers who want manual control.

Test before you publish

Always run through the whole thing yourself - subscribe, and check the confirmation and redirect work end to end.

Best practices

• Keep it simple - ask only for what you'll actually use; fewer fields means higher conversion.
• Be clear - descriptive labels, no jargon, helpful placeholders (not as a substitute for labels).
• Make it mobile-friendly - test on a real device and keep typing to a minimum.
• Sell the value - say what subscribers will get, and include a brief privacy note linking to your full policy.
• Use an action-oriented button - "Get my free guide" beats a generic "Submit".

Troubleshooting

The form won't submit - check required fields are filled and the email is valid, that JavaScript is enabled, and that the form is linked to an active list.

Styling looks off - look for CSS conflicts with your site theme, test across browsers, and clear your cache.

Integration problems - make sure the embed code is complete and the container ID is right, and check for script conflicts.

Data isn't syncing - confirm the list is active and the field mapping is correct, and test with a simple submission.

Forms also live on your landing pages and popups. If a form won't behave once it's live, open a support ticket.