10 Proven Strategies to Collect Email Addresses From Website Visitors

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You know you want to collect email addresses, but you don’t know where to start.

You’re aware of the power of a massive, engaged list, but you’re running out of ideas.

Building an email list is about more than just gathering contacts—it’s about creating valuable connections. With a solid list, you can boost engagement, increase conversions, and build a community around your brand.

But how do you effectively capture emails, convincing visitors to hand over their emails?

Let’s dive into 10 proven strategies that actually work.

10 easy tactics for collecting email addresses

Let’s dive right into the 10 proven strategies that will help you collect email addresses effectively. Apply these and watch your list grow!

1. Offer lead magnets and free resources

Nobody can resist a good freebie. A well-crafted lead magnet provides immediate value in exchange for an email.

For example, The Turmeric Co. offers a free turmeric recipe book to their website visitors. This is both relevant to their audience and incredibly useful.

The key is to ensure your lead magnet is something your target audience genuinely wants—like e-books, cheat sheets, templates, or exclusive content.

2. Use quizzes

People love interactive experiences, and quizzes are a great way to engage visitors while collecting their email addresses.

Crown & Paw does this brilliantly by offering a personalized product recommendation quiz on their signup form:

They ask for the gender of your furry friend…

And how many pets you own…

This makes the quiz feel tailored to the visitor while capturing valuable data for future marketing efforts.

Start building your own quizzes today with these ready-to-use templates:

3. Use gamification

Why make email collection boring when you can turn it into a game?

London Lash uses a scratch card to pique curiosity. When you visit the website, you’re encouraged to “Try Your Luck” for a 30% discount.

This gamified approach boosts sign-ups because people don’t want to miss out on a reward. A little fun can lead to big results for your email list and help you collect thousands of emails from visitors!

Use these templates to get things up and running quickly:

4. Create urgency with FOMO

Fear of missing out (FOMO) is a powerful motivator. People are more likely to take action when they think they might lose out on a great deal.

Sassy Scents uses this strategy perfectly by offering 10% off with a message that says, “Save it before it’s gone.”

This subtle push encourages immediate sign-ups.

Sassy Scents using Fomo on their sign up for their marketing purposes.

5. Use seasonal offers

Seasonal promotions create urgency because visitors know the deals won’t last forever.

For example, All Inclusive Family Treasures combines seasonal sales with gamification by using a lucky wheel popup.

This strategy increases conversions because shoppers already have a buying mindset.

Make the most of seasonality with these ready-to-use popups:

6. Build your email and SMS lists at the same time

Did you know 66% of consumers prefer businesses to contact them via text? That’s why capturing both emails and phone numbers is smart.

Gen Z favorite Bubble Skincare understands this.

They don’t just collect emails—they also ask for SMS opt-ins, giving them two direct marketing channels instead of one, which helps them create comprehensive customer profiles.

Bubble Skincare collecting both email and SMS signups on their website.
Bubble Skincare collecting both email and SMS signups on their website.

Add an optional phone number field to your sign-up forms to maximize your reach.

Build your email and SMS lists at the same time with these templates: 

7. Run a giveaway

Who doesn’t love winning free stuff? Giveaways are a great way to collect email addresses without having to offer a discount.

A simple “Win a Gift Card” or “Enter to Win a Product Bundle” can drive thousands of sign-ups. This cost-effective approach works especially well for brands that don’t want to devalue their products with constant discounts.

Just make sure the prize is relevant to your audience—a beauty brand should give away skincare, not an iPad.

8. Offer a mystery discount

People love surprises! Instead of offering a fixed discount, try adding an element of mystery.

Vegetology uses a mystery discount popup to increase sign-ups.

Visitors enter their email to unlock an unknown reward—it could be 10%, 15%, or even 20% off. The mystery sparks curiosity, increases conversion rates, and encourages visitors to take immediate action.

Vegetology injecting a bit of mystery to their popups.

9. Use teasers for your popups

Most visitors close popups without signing up. Don’t let them slip away that easily!

Instead of allowing popups to simply disappear, use teasers—small, unobtrusive tabs that stay on the screen.

Check out how Vegetology implements teasers.

Vegetology using teaser to collect email addressess

This lets visitors sign up when they’re ready, without feeling forced.

Teasers can be extremely helpful for collecting emails and ensuring that your marketing efforts are more effective.

10. Offer free shipping

Free shipping is one of the strongest incentives to get people to sign up. Many shoppers abandon their carts due to shipping costs, so offering free shipping in exchange for an email is a no-brainer.

Here is an example from Cherieswood, who offers free shipping to their email subscribers: 

Collect email addresses like Cherieswood

This strategy increases conversions while growing your email list at the same time.

4 common mistakes to avoid when you're building an email marketing list

Even the best email collection strategies can backfire if you’re not careful. Here are some common mistakes to avoid so you can ensure your email list remains happy and engaged.

1. Spamming subscribers

Sending too many emails—or sending irrelevant content—can drive subscribers away. People signed up because they expected value, not a flood of promotional emails.

Stick to a consistent schedule and ensure every email is useful, engaging, or exclusive.

Best practice: Limit emails to a reasonable frequency (e.g., once or twice a week) and segment your list to send personalized content.

2. Using deceptive tactics

Nobody likes being tricked into giving their email. If your sign-up form promises a free resource, deliver it. If you say “no spam,” keep your word.

Deceptive tactics can lead to unsubscribes, spam complaints, and even legal issues under laws like GDPR and CAN-SPAM.

Best practice: Be transparent about what subscribers will get and how often. Trust builds loyalty!

3. Ignoring email verification

Collecting emails is great—as long as they’re accurate. A list full of invalid addresses hurts your email deliverability and increases bounce rates.

Best practice: Use double opt-ins (where users confirm their email via a link) to ensure you’re getting real, interested subscribers.

4. Forgetting the unsubscribe option

It may seem counterintuitive, but making it easy to unsubscribe is actually a good thing. A frustrated subscriber who can’t find the unsubscribe button is more likely to mark your emails as spam, which can damage your sender reputation.

Best practice: Include a clear, easy-to-find unsubscribe link in every email. A clean, engaged list is better than a large, uninterested one.

Final thoughts

Building your email list doesn’t have to be complicated—these strategies are designed to spark ideas you can implement easily.

Ready to take the next step? Create your free OptiMonk account today and start growing your list effortlessly! These templates are the perfect place to start: