Email Capture: 7 Surefire Ways to Acquire Email Leads in 2022 [+ Tools]

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Marketers walk hours brainstorming ways to turn their email lists. No substance what manufacture you’re in, email seizure is simply a almighty and high-impact selling activity.


 Email Marketing Planning Template 

Now, determination are galore ways to turn your subscriber basal — beyond the elemental sidebar pb magnet and pop-up forms. This blog volition cover:

  • What Is Email Capture?
  • 7 Email Lead Capture Strategies to Use successful 2022
  • 7 Email Lead Capture Tools to Use successful 2022

What Is Email Capture?

Email seizure involves increasing your email database with caller signups. Often, marketers make an enticing hook oregon pb magnet to promote subscriptions. That whitethorn beryllium a escaped point oregon a discount. The purpose is elemental — physique your email database truthful you tin marketplace to these caller leads and summation sales.

7 Email Lead Capture Strategies to Use successful 2022

  1. Ask, “What’s successful it for me?”
  2. Target the close segments of your audience.
  3. Target your assemblage astatine the close time.
  4. Build the close pb magnets.
  5. Reduce friction wherever possible.
  6. Match the intent of a blog station with the close offer.
  7. Choose the champion pb seizure tools for the job.

1. Ask, “What’s successful it for me?”

While each institution successful each manufacture whitethorn person a antithetic tactical implementation to seizure email leads, astatine the halfway of each strategy is this formula:

the worth of your connection - the outgo of giving you their email code = the probability of conversion

“What’s successful it for me?” is specified an underrated question successful marketing. In different words, you request to guarantee that immoderate accusation you’re asking for is worthy giving up successful speech for your offer.

In immoderate cases, the worth speech is highly straightforward.

Take, for example, WaitButWhy. The blog’s author, Tim Urban, writes incredibly broad and absorbing articles (more similar books). The posts are amazing. The prime is unquestionable. So it’s capable of a payment to simply beryllium notified erstwhile these works of creation are published.

email capture, sign-up signifier for the WaitButWhy blog

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However, astir concern blogs can’t vie connected that standard. Therefore, astir of america trust on “lead magnets” — exchanges of worth for information. These are things similar ebooks, escaped email courses, discounts, webinars, etc.

Essentially, it’s a portion of premium contented you tin usage to entice idiosyncratic to motion up for your list.

Here’s an fantabulous illustration of a pb magnet from ConversionXL:

email capture, pop-up connected the ConversionXL blog offering a escaped people connected conversion optimization

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Or here’s an eCommerce-focused illustration from J.Crew.

email capture, pop-up connected the J.Crew website offering a 15% discount

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Both of these examples are large for their due contexts. The worth alignment is obvious.

2. Target the close segments of your audience.

When starting out, you’ll apt person 1 cosmopolitan pb magnet or email subscription form for each of your visitors. This is peculiarly existent if your postulation numbers are tiny and your visitors are comparatively homogenous.

However, erstwhile you standard your contented program, you’ll request antithetic pb magnets for antithetic types of visitors.

In 2021, McKinsey recovered that 76% of consumers are frustrated by generic marketing. The takeaway? It’s indispensable to tailor your pb seizure messaging and interactions to each conception of your audience.

For instance, our J.Crew illustration supra targets first-time visitors. This makes much consciousness than giving a 15% discount to a repetition purchaser who was going to acquisition thing anyway.

Even simpler, you tin people visitors based connected whichever blog station they’re reading. If idiosyncratic views a station connected penning lawsuit studies, a bully connection mightiness beryllium “case survey templates.”

email capture, escaped lawsuit survey templates arsenic a pb magnet connected the HubSpot BlogImage Source

You should besides see the instrumentality idiosyncratic is using. One of the biggest mistakes with pb seizure is utilizing the nonstop aforesaid tactics connected mobile and desktop.

However, successful 2022, 90% of radical used the net via smartphones, compared to 66% who browsed the web connected a laptop oregon desktop. You mightiness beryllium losing conversions if your email seizure method is not optimized for mobile.

mobile-optimized email seizure form

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Pro tip: Think astir which information of your assemblage sees which CTA. As your contented accumulation capableness grows, a one-size-fits-all attack becomes little effective.

3. Target your assemblage astatine the close time.

Who you people is precise important, but when you people your assemblage is besides vital. For example, first-time tract visitors should person a discount connected arrival.

This idiosyncratic is astir apt examination shopping, truthful you’re warring for attraction and privation to hook them quickly. This is the lawsuit with galore ecommerce pb seizure messages, including the pb magnet from Ralph Lauren below.

email seizure pop-up connected the Ralph Lauren websiteImage Source

Meanwhile, if you’re capturing emails connected a blog post, you don’t privation to interrupt the idiosyncratic acquisition earlier the scholar adjacent gets past the archetypal paragraph. That’s a bully mode to skyrocket your bounce rate. “Welcome mat” pop-ups — those elephantine messages that wholly instrumentality implicit your surface — are different mistake.

A amended trigger for those pieces would beryllium a scroll-triggered pop-up oregon an exit intent pop-up. These are behaviorally triggered. The erstwhile shows up erstwhile idiosyncratic scrolls past a definite constituent successful the article.

The second appears erstwhile idiosyncratic moves their rodent toward the country of the screen, arsenic if they were going to exit the window. When utilized properly, exit intent pop-ups tin present results. One OptinMonster lawsuit re-engaged 53% of visitors who were leaving by offering a discount via an exit intent pop-up.

Here’s a large illustration of an exit intent pop-up from Sprout Social.

email capture, exit intent pop-up connected the Sprout Social websiteImage Source

You tin get originative with your time-based oregon behavior-based targeting arsenic well. Does a behavioral lawsuit connected your website connote intent oregon a precocious involvement successful an offer? That’s a large clip to trigger a CTA.

For example, if you spot idiosyncratic copying and pasting your templates, you tin trigger a connection that they’re besides each disposable for download.

At a simpler level, you tin permission a substance nexus successful your transcript and usage that arsenic a awesome of intent to trigger a form.

example of a substance nexus utilized to trigger an email seizure form

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4. Build the close pb magnets.

We’ve already discussed the request to reply the question “what’s successful it for me.” Here, we’ll dive deeper into the thought of a “lead magnet.”

A pb magnet is simply a escaped connection you present successful speech for a visitor’s information. This could beryllium galore things, but it usually looks similar a long-form portion of content. Get inspired with these communal lead magnet formats.

The Ebook

The ebook is astir apt the astir communal signifier of a pb magnet. You tin comparatively easy repurpose aggregate blog posts into a elephantine ebook and get idiosyncratic connected Upwork to plan it.

Ebooks are champion suited for:

  • Complex topics that necessitate heavy exploration.
  • Inquisitive buyers that emotion doing their ain probe into a topic.
  • Topics that tin beryllium described mostly done texts oregon diagrams.

Conversion complaint optimization, idiosyncratic experience, oregon hunt motor optimization are each topics that marque large ebooks. Take, for example, this ebook from UserTesting connected gathering customer-centric products.

email capture, ebook pb magnet by UserTesting

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Here are immoderate free ebook templates to get you started with your own.

The Webinar

Webinars are astir apt the 2nd astir communal pb magnet seen successful the wild. They’re mostly utilized by B2B businesses and are a fashionable selling maneuver for SaaS companies.

Webinars thin to enactment good when:

  • The taxable is method oregon needs to get rather granular.
  • You oregon your impermanent are charismatic connected camera oregon well-known.
  • Your webinar topics tin inactive beryllium utile for those not utilizing your product.

Looking for an example? Check retired Instapage’s webinar connected improving landing leafage conversions.

email capture, webinar pb magnet by Instapage on with a sign-up form

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Research from GetResponse recovered video-based pb magnets person among the highest conversion rates astatine 24.2%.

Remember: With webinars, execution matters. Getting radical to motion up for a webinar is conscionable the extremity of the iceberg. The webinar needs to past beryllium entertaining arsenic good arsenic useful.

If you tin bash this astatine scale, you’ll beryllium capable to physique an inbound pb procreation machine.

The Email Course

The email people is 1 of my favourite underutilized tactics. It’s fundamentally an ebook, but divided into chapters and delivered via email.

The champion portion is that you tin usually get experts to constitute idiosyncratic chapters. This not lone distributes the effort required to nutrient the content, but if you take your experts correctly, it besides adds to the worth for the subscriber.

Marketing grooming institution Conversion XL attracts prospects with this escaped email people connected gathering an optimization program.

email capture, email people pb magnet by ConversionXL connected endeavor conversion optimization

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Another large illustration is Growth Machine’s free, seven-part SEO course.

email capture, email people pb magnet by Growth Machine on with a sign-up barroom to participate your email

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With these pb magnets, you’re promising informational worth successful speech for an email address. The quality present is that you’re utilizing email to present the halfway value, which leads to an summation successful unfastened rates.

Email courses spell to your subscribers similar a drip campaign. This maneuver is highly effective. Email drips are said to boast a 3x mean click-through rate when compared to idiosyncratic emails.

The Free Tool

Free tools are a much challenging pb magnet to create. You request to deliberation of a compelling thought and find the close back-end squad to physique it. However, if done right, escaped tools tin truly interruption done the noise.

HubSpot’s Website Grader is 1 escaped instrumentality that generates traction. By putting successful your website URL you’ll beryllium capable to spot your site’s show — a payment worthy your email address.

email seizure for escaped instrumentality HubSpot Website Grader

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The Resource Bundle

If your taxable interests someone, helping them execute what you speech astir successful the nonfiction tin beryllium a tremendously almighty hook.

Typically, this is done with further resources, templates, oregon tools designed to assistance the visitant instrumentality immoderate you’re talking about. For example, this HubSpot Blog connected feedback surveys offers a feedback survey template.

email capture, pop-up offering lawsuit restitution survey templates connected a station astir lawsuit restitution surveys

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The Checklist

Checklists are champion for topics that are technically analyzable oregon necessitate a batch of clip and enactment to accomplish. Make definite your papers tin beryllium easy edited, truthful recipients tin cheque disconnected tasks easy arsenic they are completed.

A/B investigating is 1 taxable that benefits from a checklist. This blog station from Alex Birkett, a contented bureau founder, offers the checklist arsenic a Google Doc for casual access.

email capture, checklist pb magnet offered connected a blog connected A/B investigating guidelines

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5. Reduce friction wherever possible.

If a visitant wants to motion up for your list, marque it arsenic casual arsenic imaginable for them to bash so. When designing forms, inquire yourself the pursuing questions.

  • Do I request this portion of accusation I’m asking for? If so, tin I inquire for it aboriginal via progressive profiling?
  • What signifier fields are causing the highest drop-off?
  • Can we tally user tests to spot wherever radical are struggling with our forms?
  • Do we person immoderate basal usability oregon accessibility problems with our forms?
  • Do our forms enactment connected each browsers and devices?

You’d beryllium amazed however galore elemental changes you’ll marque aft a speedy audit of your forms.

6. Match the intent of a blog station with the close offer.

If your blog station is astir “top selling books of 2022,” it whitethorn not beryllium prudent to connection an ebook connected “The Ultimate Guide to Digital Analytics.” There’s a mismatch there. Some visitors whitethorn inactive convert, but it’s surely not afloat optimized.

Align the messaging connected your pb magnet connection with the blog station it appears on.

Here’s a speedy instrumentality to guarantee the connection aligns properly. Go into Ahrefs and plug your blog station URL successful the tract explorer feature. Look astatine each the keywords it ranks for.

list of integrated keywords a blog station ranks for connected Ahrefs

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Your extremity present is to recognize broadly what your station ranks for and find different topics that are gaining traffic. For instance, the keyword “what to bash successful Austin this weekend,” mightiness really marque a truly bully header for an ebook oregon checklist.

Take a look astatine however the HubSpot Blog matches lead-generation contented to idiosyncratic hunt intent.

7. Choose the champion pb seizure tools for the job.

Remember: You’re not stuck to lone utilizing web forms. You tin usage pop-ups, surveys, unrecorded chat, and galore much tools to seizure leads.

We’ve seen each kinds of palmy approaches utilizing antithetic types of pb magnets. Below we’ll research antithetic tools you tin usage to seizure leads.

7 Email Lead Capture Tools to Use successful 2022

  1. Web Forms
  2. Pop-Up Forms
  3. Surveys and Quizzes
  4. Live Chat
  5. Chatbots
  6. Giveaways and Contests
  7. Content Upgrades

1. Web Forms

Web forms are inactive the golden modular of online email capture. Nearly 50% of marketers mention web forms arsenic their astir effectual lead-capture tool, according to HubSpot’s 2020 State of Email Lead Capture.

Email seizure bundle makes gathering web forms easy. We’ve gathered 2 tools that tin assistance you get the occupation done.

HubSpot Forms

This escaped instrumentality allows you to easy get caller email subscribers utilizing conversion-driven forms similar the 1 below. With HubSpot, you tin determine which fields users request to capable out. Information is past compiled into a database successful your CRM. From here, you tin easy walk leads to sales.

email seizure bundle HubSpot Forms

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Gravity Forms

This WordPress plug-in is simply a one-stop solution for astir each your website’s signifier needs, from pb seizure to occupation applications. It besides gives you the resources to physique accessible and GDPR-compliant forms. Here’s however to instal Gravity Forms connected your WordPress website.

newsletter sign-up signifier template from email seizure bundle Gravity Forms

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2. Pop-Up Forms

Pop-ups, erstwhile annoying and ill-designed, are present communal and wildly effectual erstwhile done correctly.

If you tin people the close assemblage astatine the close time, you tin triumph with this method. At the precise least, an exit intent signifier helps seizure immoderate would-be bouncers from your site. HubSpot Pop-up Forms connection a escaped and casual setup for this.

Other fashionable tools see the following.


This starring email seizure instrumentality lets you rapidly make engaging pop-up forms with a responsive design. With this tool, you tin hone successful connected the close website visitors with laser-sharp targeting. You tin besides split-test your campaigns to spot what works best.

OptinMonster besides allows you to physique inline forms, gated content, coupon wheels, and contented upgrades. Here’s an illustration of their exit-intent-triggered pop-up.

exit-intent pop-up demo from email seizure instrumentality OptinMonster

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This instrumentality makes gathering pop-ups easy. You tin take from 40+ designs, 18+ targeting features, and 100+ replicable campaigns.

Want to entice your visitors to click through, and a elemental pop-up signifier isn’t working? Try their gamified pop-ups, multiple-choice questions, oregon teasers. Here’s an illustration of a teaser pop-up.

exit-intent pop-up demo from email seizure instrumentality OptinMonster

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3. Surveys and Quizzes

Surveys are often underutilized. They’re engaging and entertaining. Plus, you tin cod the aforesaid visitant accusation with acold little friction than accepted forms.

Quizzes connection the aforesaid benefit. Quiz builder Interact recovered that 40.1% of people who commencement a quiz go leads. It turns retired a batch of radical similar to spot however good they performed.

You tin usage the pursuing tools to get started.


With this tool, you tin easy physique the close quiz for your niche, personalize it to suit your marque design, and way your conversions. Interact besides integrates with 35 starring tools specified arsenic Zapier, Mailchimp, and ConvertKit.

Take a look astatine however Interact uses a quiz connected its website to seizure leads.

quiz to assistance prime the cleanable quiz template by email seizure bundle Interact

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After completing the quiz, the pursuing email seizure signifier appears. Notice that signing up isn’t compulsory to spot your results, allowing much qualified leads to travel through.

email seizure sign-up signifier for a escaped quiz strategy session

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Pointerpro (previously Survey Anyplace)

This instrumentality allows you to make surveys, quizzes, assessments, and property tests that you tin usage to make leads.

The champion part? You tin instantly connection tailored reports to your respondents with circumstantial suggestions based connected their answers. Here’s a illustration from Pointerpro’s website.

customized reports offered by email seizure bundle Pointerpro

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4. Live Chat

“Can I delight talk with a human?” That’s a communal plea erstwhile stuck successful a roundabout speech with a chatbot. But did you cognize that unrecorded chat — mostly viewed successful the discourse of lawsuit enactment and sometimes for income — tin besides beryllium utilized arsenic a selling tool?

It’s particularly effectual erstwhile targeting visitors who person been to your tract respective times oregon are dense readers.

Though unrecorded chat is simply a little accordant mode of collecting leads, you volition find a fewer opportunities to prosecute visitors and cod their info. Here are 2 tools you tin use.

HubSpot Live Chat

With Hubspot, you tin seamlessly reply circumstantial queries arsenic they travel successful and make automated responses to communal questions via a escaped chatbot builder.

Plus, the cosmopolitan inbox makes it elemental for anyone to reappraisal a person’s chat past and proceed the conversation.

email seizure bundle HubSpot Live Chat demo

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Zendesk for Service

Zendesk’s unrecorded chat solution allows you to pass with radical connected your website, mobile app, WhatsApp, Instagram, and Facebook Messenger — that’s aggregate avenues for email capture.

zendesk copy

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5. Chatbots

Chatbots are different mode to cod pb information. They’re automated truthful you tin prevention your reps’ time. You tin besides bash amended targeting and filtering with the close chatbot design.

For example, cheque retired this chatbot connected the HubSpot website. You tin physique a akin interface utilizing HubSpot’s escaped chatbot builder software.

email seizure tool, chatbot connected the HubSpot website

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Other tools you tin effort see the following.


OmniChat by MobileMonkey lets you easy cod email addresses of imaginable leads via your website, Facebook Messenger, oregon Instagram. This instrumentality comes with a escaped mobile app, truthful you tin entree chats portion connected the move. You’ll besides beryllium notified erstwhile a high-intent pb is online.

Here’s however MobileMonkey collects leads via its chatbot.

email seizure tool, pb seizure via chatbot connected the MobileMonkey website

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Want to usage chatbots connected your ain customized platforms? With Landbot’s API and SDK, it’s possible. It besides comes with aggregate lead-generation templates. Customer reviews remark connected the top-notch lawsuit enactment and easiness of integration with extracurricular apps.


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6. Giveaways and Contests

Giveaways were precise fashionable a fewer years ago. Though they’ve faded a bit, I inactive spot them each the time, peculiarly successful B2C companies — and, ultra-specifically, successful question oregon experience-related industries.

Normally, respective companies spouse up to connection a giveaway. The brands past beforehand the giveaways to their respective audiences. After the giveaway, email leads are shared.

First, the positive: Contests get the clicks. These emails person a 5.5% higher mean CTR compared to regular email campaigns.

However, portion a bully mode to stitchery a ample fig of emails, there’s a large drawback: The prime of the emails astir apt isn’t precise good. This is existent for 2 reasons.

  • You’re sharing emails with a clump of companies.
  • You’re relying connected commercialized incentives to get the email (in different words, they’re not funny successful your institution — they’re funny successful winning that travel to Denmark).

email seizure tool, giveaway email offering a travel to Copenhagen

However, the occasional giveaway tin springiness your email seizure strategy a boost. If you’re funny successful experimenting with this format, see the pursuing tools.


With KingSumo, you tin make giveaways that promote societal sharing. Participants tin gain bonus entries by completing definite actions, specified arsenic promoting the contention by email, answering a poll, oregon pursuing the concern connected societal media.

set of tasks to gain bonus entries for a giveaway connected email seizure instrumentality KingSumo

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This instrumentality makes contented instauration easy. Choose from 10 types of contests, specified arsenic referral competitions oregon photograph contests, to boost your email seizure efforts. Plus, their email seizure tactics are optimized for each devices.

contest types offered by email seizure instrumentality Wishpond

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7. Content Upgrades

Finally, we person contented upgrades. While this is truly a pop-up form, this email seizure maneuver deserves its ain category. Content upgrade pop-ups are click-triggered and behaviorally contextual pop-ups. Basically, erstwhile idiosyncratic clicks a nexus that says “get the PDF of this” oregon “click present to get a checklist,” they tin past opt-in with a precise simple, dynamic form.

email seizure tool, contented upgrade offering a escaped conversion calculator

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When you click the link, this comes up.

email seizure pop-up triggered by clicking connected a contented upgrade

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Some email selling platforms connection a mode to acceptable up contented upgrades. If this method is not disposable with your selling platform, see the tools below.

Hello Bar

This pop-up builder allows you to seamlessly cod leads utilizing contented upgrades. You tin besides make different pop-ups, specified arsenic sliders and full-page takeovers.

email seizure pop-up illustration by Hello Bar

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Thrive Leads

Content upgrades are conscionable the extremity of the iceberg with this WordPress plug-in. Scroll mats, pop-ups, slide-ins, contented locks, and different email seizure techniques are besides available.

Customize your forms for mobile, trial aggregate variations with its A/B investigating engine, oregon usage a SmartLink to amusement your subscribers a antithetic opt-in signifier connected a peculiar page.

email seizure opt-in forms by Thrive Leads

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In presumption of idiosyncratic experience, and each the strategies we went implicit above, contented upgrades are immoderate of the champion ways to cod email leads. They’re applicable to the blog post, not a hindrance to idiosyncratic experience, and are lone triggered to those who click connected the link.

Getting Started with Email Lead Capture

This blog gives a wide outline arsenic good arsenic immoderate ideas to seizure email leads. As with anything, occurrence requires immoderate experimentation and tinkering. Test these tactics, larn from them, and iterate to improve. Small wins compound and pb to greatness.

And if you privation an casual mode to instrumentality immoderate of these pb seizure methods, cheque retired HubSpot’s escaped pb procreation tools.

Editor's Note: This station was primitively published successful March 2019 and has been updated for comprehensiveness.

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