How To Create An Effective Email Capture Landing Page (in 2025)

In 2025, there are over 4.5 billion email users worldwide.

That’s 56% of the entire earth’s population.

Age-old marketing wisdom tells us we need to advertise our products and services where our audience hangs out. Legendary Gary Halbert refers to this as feeding the starving crowd.

So, where does your starving crowd live?

According to the data, they’re waiting in their email inboxes for your messages. 

The problem is, if you don’t know how to get people on your email list, then your competition will sweep your audience off their feet.

That’s where the email capture landing page comes in. Without one, you’ll be wondering why your email list is growing at a snail’s pace. But with one that’s properly optimized for conversions, you’ll be overflowing with subscribers.

In this guide, we’ll dive into what makes a great email capture landing page, why you need one to grow your list fast, examples of some of the top landing pages, and steps to optimize yours today.

Let’s begin!

What Is an Email Capture Landing Page?

First things first, what’s an email capture landing page?

Well, before we answer that, let’s break down the terms “email capture” and “landing page.”

What Is a Landing Page?

What’s a landing page, you ask?

It’s a web page that lives on your website. A landing page is typically a standalone page that appears separate from the rest of your site. The purpose is to drive some kind of conversion by reducing all calls to action to a single focal point.

Your audience typically finds a landing page by clicking on an ad, a search engine result, an email, or a link from social media.

A landing page is not the same thing as a home page. Your home page is the face of your entire website. It’s the main entrance. However, sometimes a home page can be designed just like a landing page – a page with a single call to action.

You typically won’t find a landing page with more than one internal or external link. The reason is that a landing page typically has one goal or one call to action they want the visitor to take. Any other links, whether a hyperlink or a navigation bar, will reduce the odds that they complete the desired action.

Simply put, landing pages eliminate all other options of choice so they drive conversions. This could be to add a product to your cart, complete a purchase, go to another piece of content, enter a call-back form, or, enter an email address.

What Is Email Capture?

Email capture is the action business owners take to collect email addresses from their website visitors. The reason a business owner will collect email addresses is to have a way to contact leads.

Website visitors who give website owners their email addresses will then receive regular updates, content, offers, and ongoing communications from business owners via email.

In the early days of email marketing, email capture would have taken place by asking physical brick-and-mortar store customers to write down their email addresses on a clipboard signup sheet. 

Nowadays, email capture can be implemented in a variety of ways, including website forms, physical QR codes in buildings, popup forms, gated content popup forms, checkout forms, organic recommendations, beehiiv Boosts, referral programs, and, of course, email capture landing pages.

Definition: Email Capture Landing Page

Now that you understand what a landing page (and email capture) is, it’s time to put the two building blocks together.

An email capture landing page, otherwise known as a subscribe landing page, or email signup landing page, is a standalone web page on your website dedicated to capturing email addresses from website visitors to grow your email list. 

The goal of an email capture landing page is to get email signups. This is accomplished through several tactics including optimized copy, design, and a call to action (CTA).

An email capture landing page is a crucial tool for business owners, marketers, and newsletter operators (regardless of industry) to experience steady email list growth.

When an email signup landing page is created and optimized the right way, it can be a sustainable driver of subscriber growth, which can help improve key email marketing and newsletter metrics, like engagement and revenue.

Why Listen to Me? I’ve generated over $1 million with email and written over 1,000 blog posts. In my daily newsletter, Storey Time, I teach 3,000+ subscribers how to escape their 9 to 5 with freelance copywriting. Feel free to reach out to me on X anytime!

Why Do You Need to Optimize Your Landing Page?

So, why exactly do you need a great email capture landing page?

TL;DR answer: It will help you grow your email list (and reach your business objectives).

Here are 4 reasons why you need an optimized email signup landing page:

1. Grow Your Email List

The most obvious (and crucial) benefit to creating a high-performing email capture landing page is that you’ll grow your email list faster.

If you don’t ask for email signups, guess what? You won’t get any. So, the moment you start asking for email addresses on your website is the moment you’ll start growing your list.

And, when your email signup landing page is optimized, it can be one of the greatest growth engines for your email marketing.

An email capture landing page is one of the best ways to capture email subscribers since people have to consciously click through to that page. Whether it was from an ad, a social media post, or they simply found your subscribe landing page link on your website’s main navigation, you’re giving your website visitor the opportunity to go there at their own will.

So, if you know how to structure and improve your landing page to fuel conversions, you can gain subscribers quickly.

2. Build Close Relationships With Your Audience

Most business owners want to see money metrics. Revenue, sales, conversions. But, the intangible outcomes are often the most impactful on a business’s long-term success.

One of the key intangibles is the relationship you have with your audience. It’s hard not to think of your audience as numbers. You have an exact number of followers, email subscribers, and customers.

But, if you want those desirable metrics to grow more, you need to focus on something deeper: the relationship you have with your audience.

The reality is, that you can’t fully rely on social media interactions to build a close relationship with your audience. Social media algorithms are transient and change all the time, stopping your posts from reaching your followers. Paid ads are getting more expensive, requiring you to pay to connect with your audience.

But, email is the one channel where you have a direct (and cost-effective) line to your audience. You can stay in constant communication with them. And it’s a two-way channel. It’s personal. It’s intimate. By optimizing your email capture landing page, you’ll fuel deeper relationships with your audience which will improve key business metrics like we’ll touch on below.

3. Generate “Hot” Leads

What is a lead? A lead is when you have a potential customer’s contact information (and a way to contact them).

By definition, this could be a social media follower, a cell phone number, a physical home address, or an email address.

Leads are key to generating a steady stream of new customers for any business. Without them, your business will dry up. So, the more leads you can get (and the better the quality), the better your odds of success are in business.

But, not all leads are created equal.

Followers on social media aren’t as valuable to business owners as email subscribers.

Why?

Because followers never consciously opted in to receive your marketing messages. But, an email subscriber legally has to opt-in to you as a brand. They consent to receive promotional messages from you the moment they enter their email address in your signup form.

They’re hotter leads. They’re more likely to become buyers. That’s one of the reasons why email marketing has a return on investment (ROI) of 3,600% while the ROI of social media is 250%.

So, the better your email capture landing page is, the more hot leads you’ll be able to capture.

4. Improve Conversions

What’s the result of fueling your email list with hot leads?

You’ll automatically improve conversions.

Since email leads are some of the most buyer-friendly leads, by fueling list growth through an optimized email capture landing page, you’ll be able to convert more of your audience into paying customers.

Many people don’t have a clear place for website visitors to enter their email addresses. This means most visitors will come to your website, and leave without ever returning. But, if you’re able to convert even 1-5% of your website visitors into email subscribers, you’ll be able to draw a percentage of them back to your website, improving product conversions.

5 Examples of Great Email Capture Landing Pages

So, where should you start when you’re ready to create your email capture landing page?

The best place is always to look at successful examples.

Then, replicate what they’re doing right for your own landing page.

Here are 5 examples of the best email capture landing pages (and what they’re doing right):

1. Milk Road

Next up, we have Milk Road, which is a daily newsletter all about cryptocurrency.

Key Tactics They Use to Drive Email Signups:

• Quirky, attention-grabbing mascot

• Short and simple tagline

• Several layers of social proof

Milk Road has one of the best newsletter signup pages in the world, which is one of the reasons they were able to grow to 250,000 subscribers in 10 months before being acquired.

The cryptocurrency email newsletter’s simple, yet beautiful design, is optimized for one thing: pushing conversions.

The top of the page starts with their main logo. Then, you’ll see a unique, massive, blue milk carton mascot that captivates anyone who lands on the page.

Look at the mascot’s eyes. Notice where he’s looking? Right at the call to action (CTA) to sign up for the email newsletter. This is intentional. Humans' eyes are magnets to other humans (or life-like beings). So, naturally, most people will see the milk carton character first.

Since he’s looking left towards the CTA, our eyes typically scan in that direction next.

This leads us to the headline: “Get Smarter About Crypto.”

Milk Road does a great job with its copywriting here by taking out all the fluff and filler and stating its value proposition as simply and clearly as possible.

They lean on benefit-driven copy to help get email signups. Next, their email signup form description copy does a few things well.

1. “Join 330,000+ subscribers” is a social-proof infused call to action.

2. “get our 5-minute daily newsletter,” tells the reader how often they’ll get the newsletter and how quickly they’ll be able to read it (people love quick and easy).

3. They highlight, again, the main focus of the newsletter by stating “what matters in crypto.”

Below this, they add more credibility by stating “Read by top executives from” followed by several major brand logos like Coinbase and Nexo.

Finally, they show off three testimonials from three newsletter subscribers with their names and an X (formerly Twitter) logo to add shared credibility that these are legitimate testimonials.

2. The Daily Bite

First up, we have The Daily Bite, which is one of the top email newsletters for AI enthusiasts.

Key Tactics They Use to Drive Email Signups:

• A vibrant, animated logo on top to capture attention

• A ton of social proof via newsletter reviews from subscribers

• Call to action (CTA) “Subscribe for free” eliminates any doubts about a payment

When you land on The Daily Bite’s email capture landing page, the first thing you’ll notice is the animation at the top. It’s their logo. But, instead of a traditional static image, they use a GIF version of their logo.

Below, they have the name of their newsletter, “The Daily Bite by Snack Prompt.”

Then, they have a description copy “One of the fastest growing tech newsletters published by Snack Prompt with 110,000+ AI professionals, engineers, enthusiasts, and creators.”

They lean heavily into social proof with their one-liner in two ways: they state that they’re “one of the fastest growing” which makes it feel like you’re missing out on a movement by not joining. Plus, they casually drop the number of subscribers they have (110,000), which adds more pressure to join.

They also make sure they call out each segment of their audience: “AI professionals, engineers, enthusiasts, and creators” so they don’t make any of their segments feel left out.

Right below that, they have a simple email signup form that’s hard to miss:

“Enter Your Email” and “Subscribe for Free.”

Below, they further qualify the reader by stating, “Written for tech people” followed by several reviews from subscribers raving about the newsletter.

3. Superpower Daily

Next up, we have another AI newsletter, Superpower Daily.

Key Tactics He Uses to Drive Email Signups:

• A mockup of his newsletter on a smartphone grabs attention

• A reference to his AI tool on top to reassure subscribers they’re in the right place

• Plenty of social proof from happy subscribers to drive signups

Founded by Saeed Ezzati, the Superpower Daily subscribe landing page is full of powerful tactics to keep people on the page, driving them toward the call to action.

Since Ezzati is the founder of the ChatGPT extension by the same name (Superpower), he ensures he immediately references this and leverages this authority on the top. This is because a lot of his traffic to his newsletter signup page is coming from his tool.

In his description copy, he ensures readers know that it’s a daily newsletter (it’s important to let people know how often you’ll be emailing them).

Then, he makes sure the visitor understands that his newsletter is about a combination of two things: AI news and AI tools.

Next, he leans heavily on social proof by stating that he has 230,000 readers including several from top tech companies Google, Meta, Benchmark, Accel, and Microsoft.

In the next section, he plasters dozens and dozens of different reviews, providing even more social proof to his signup page.

And, at the bottom of the page, he includes a Frequently Asked Questions (FAQ) section to answer key questions and handle objections to signing up.

4. Arnold’s Pump Club

Next up, we have none other than the Terminator himself: Arnold’s Pump Club newsletter.

Key Tactics He Uses to Drive Email Signups:

• Animated graphic

• Showcases credibility with an image of Arnold

• Simple one-liner description copy with value proposition

Arnold and his team behind the newsletter have done a great job with a very basic email capture landing page.

The landing page immediately stands out because of the design. Bold red fonts and neutral backdrops bring to life the 80s vibes that they’re trying to display.

Plus, retro images of Arnold, really take you back to his peak body-building days.

The graphic is also animated, making it even more captivating.

Next up, the headline reads “Arnold’s Daily Newsletter” in big, bold letters. This helps visitors understand two things:

1. When they sign up, they’re getting close to Arnold.

2. They’ll be getting an email every day which sets expectations upfront.

Next, we have a clear value proposition in the description copy:

“The daily email that makes it easier to live a healthier, happier life without all the confusion and stress.”

The reader is offered a clear promise: they’re going to get healthier and happier, and it’ll be easy.

Then, there’s a simple call to action to subscribe.

Below that, you can see some of the most recent newsletter issues.

The landing page doesn’t have much else. There’s no social proof or testimonials. That’s one area where it could be a bit better.

However, because this is a celebrity’s newsletter, it offsets the need for additional social proof. Schwarzenegger’s name displays enough credibility and proof for anyone remotely interested in subscribing.

5. Tech Safari

Finally, we have Tech Safari, a niche newsletter focused on everything tech in Africa.

Key Tactics They Use to Drive Email Signups:

• Animated compass graphic to capture and keep attention

• Social proof through trusted companies and list size

• A simple, yet memorable tagline

The first thing you notice about Tech Safari is that its branding is beautiful.

Between their colors, logo, fonts, and overall page design, it’s an exciting, yet professional experience.

It has a premium feel to it right away, which is important to build trust.

Next up, you’ll see a large compass animation – which is their logo. 

Their tagline, “Your Tour Guide on African Tech” is a clear value proposition to show you exactly what they offer you.

Their description copy is clear and emphasizes social proof, “Join 15,000+ others learning about what matters in African Tech. It's fun, quick and free.”

Then, they have a simple call to action.

Below the CTA is an authority booster: “Trusted by professionals at Meta, Visa, Google, and Mastercard.”

Then, they have a few recent newsletters, followed by a few big and bold testimonials.

The newsletter signup landing page doubles as their home page, and they do a great job of showcasing who they are, who they serve, and how they help, driving conversions to their email list.

6 Best Practices: Create an Effective Email Signup Landing Page

Email newsletters are a powerful way to connect with your audience, distribute content, and generate revenue.

But, it doesn’t matter how good your emails are converting your readers if your list is tiny.

You need a way to turn your website visitors into subscribers. 

Here are six best practices for creating a high-converting email capture landing page:

Craft A Clear Headline

Your headline is arguably the most important part of your email capture landing page.

The reason?

If you don’t tell people quickly why they should keep reading, then you’re going to lose them.

Two main headlines work well for an email signup landing page:

1. Your newsletter’s name

If you’re unsure of what to put down for your headline copy, just start with the name of your newsletter. 

2. Your value proposition

An even better headline isn’t just stating the name of your newsletter. It’s telling people what your newsletter does for them. In copywriting, this is referred to as a value proposition (or the main benefit of your newsletter).

If you aren’t sure what this is, then ask yourself, “How will my newsletter improve my reader’s life?”

This usually comes in the form of a promise.

For example, look back at Milk Road’s headline.

It reads, “Get smarter about crypto.”

They give you a clear promise of what their newsletter offers their reader. If you’re going to go with the value proposition headline (rather than the name of your publication), just make sure you include your name somewhere else on the page. Milk Road places its logo at the top left of the page.

Add a Captivating Image or Animation

The best landing pages typically feature some kind of bold image.

The purpose is to hook the reader with a visual attention-grabber.

A lot of successful newsletter landing pages nowadays feature subtle animations in their graphics that not only capture attention but keep it too.

Write Benefit-Driven Description Copy

There are typically 3 main components to the signup form on an email capture landing page:

The headline, the description, and the call to action.

We covered the headline already. Next up is the description copy. Think of a one or two-liner piece of copy that tells your reader a few things:

• The main benefit or outcome they’ll experience by reading your newsletter

• How, specifically, your newsletter will help (i.e. tips, case studies, tools, etc.)

• How many people are subscribed to your newsletter

For my email newsletter, Storey Time, my one-liner value proposition is “Daily tips to escape your 9 to 5 with freelance copywriting.”

So, I’m letting people know that I’ll help them get out of their day job and into a better path, which is becoming a freelance copywriter. And, the way I'll help them is with daily tips through my email newsletter.

Include a Clear Call to Action (CTA)

If you don’t have a call to action, your visitors won’t know what to do next.

It’s crucial you tell your readers to subscribe.

Don’t try to be too fancy with this, either. It’s better to be clear than clever.

Start with something like, “Subscribe,” “Join Now,” or “Sign Up.”

Your call to action should be super visible. Don’t make it too small. It should be above the fold (the top of the web page that you can see without having to scroll).

Make it large, bold, and easy to read.

Slap On Some Social Proof

Next up, you’ll want to add some social proof and other forms of credibility.

There are 3 easy ways to do this:

• Show off testimonials from happy subscribers

• State the number of subscribers you have (as long as it’s above 1,000)

• Mention any credible companies or persons of influence who read your newsletter

People want to purchase and consume content that other people consume. If there are no signs that other people read your newsletter, people will be less inclined to sign up.

So, don’t be conservative with your social proof. Don’t be humble. Show off any testimonials or reviews that you have. And if you don’t have any, start asking for some. Ask your subscribers to leave a short testimonial in the call to action in your next newsletter.

Set The Right Expectations

There’s one more thing you must do on your subscribe landing page:

Tell your readers how often they’ll receive your newsletter.

Some people are okay with a daily newsletter. Some aren’t. Some people are okay with a weekly newsletter but would prefer a daily.

Be super clear on how often you’ll hit send so there are no surprises on the other end. Otherwise, you’ll end up with a lot of unsubscribes.

Design a High-Converting Landing Page In Minutes With beehiiv

Investing time and money into your email newsletter is one of the best ways to grow and monetize your audience in 2025.

But, without an email list to send emails to, you won’t get far. You need to ensure you have a conversion-focused email capture landing page to grow your list.

The most effective email landing pages have a simple, yet beautiful design. They feature bold images, attention-grabbing headlines, a benefit-driven value proposition, a clear call to action, and social proof.

For most people, creating a landing page sounds daunting due to the design, coding, and copy skills required to make one well.

Thankfully, it’s never been easier to craft high-performing email capture landing pages than today.

With beehiiv, you can craft an email signup landing page in minutes that incorporates every element necessary to help you grow your list.

So, what are you waiting for? Are you ready to grow your email list?

Sign up to beehiiv for free today.