What are coupon forms?
Coupon forms are sign-up forms that offer visitors a discount code in exchange for their contact information. When someone submits their email address or phone number, they immediately get a coupon code, either directly on the success message of the form or delivered via email marketing or text message.
These forms serve a dual purpose: they help you grow your subscriber lists while giving new visitors a clear reason to purchase. Instead of asking someone to sign up for vague updates, you offer immediate, tangible value: the visitor gets a discount they can use right away, and you get a new contact you can engage with over time.
Coupon forms can deliver static codes (the same code for everyone, like "WELCOME10") or unique codes (a one-time-use code generated specifically for each subscriber). Static codes are simpler to set up and easier for customers to remember, while unique codes are harder to share or misuse. The right choice depends on your goals and how much control you want over discount usage.
Benefits of coupon forms
Getting someone to hand over their contact information takes more than a simple newsletter prompt. Many shoppers are selective about which brands they allow into their inbox and phone, so providing a clear incentive is important.
Coupon forms create a straightforward value exchange where you give people something they want (a discount) and they give you something you need (permission to communicate).
Building your own list also gives you a direct channel to reach people who’ve opted in to hear from you. As paid media costs rise and privacy changes evolve, these “owned” channels can offer a more predictable way to stay connected with your audience.
Coupon forms can also meet visitors at a helpful moment. Someone who’s landed on your site is already interested in what you sell. A well-timed discount can reduce buyer hesitation and encourage them to continue their shopping journey before they leave without engaging further.
Key features of coupon forms
Coupon forms combine several features that work together to encourage visitors to subscribe and explore your products, including:
- Incentive: By definition, a coupon form gives new subscribers a coupon in exchange for their contact information, whether that comes in the form of a percentage off, a dollar amount off, free shipping, a free gift, or something else.
- Headline: Your coupon form’s headline needs to grab people’s attention as they’re browsing your site. You might even include your offer in the headline for that reason.
- Description text: This copy elaborates on your headline with additional context, if you think additional context is necessary. Maybe you’re explaining the benefits of signing up for your brand’s email or text message updates, for example.
- Form fields: This is how people enter their information. You can include as few or as many fields as you like—fewer fields may remove friction from the sign-up experience, but more fields helps you collect data on preferences that could be valuable in your personalization efforts later on. Test to see what works for your brand.
- CTA button: This is what people click or tap to submit their information. Use action-oriented language to create a sense of urgency, here.
- Exit button: Importantly, your coupon form must include a way for people to easily dismiss the form if they’re not interested in subscribing. This can be a simple X in the corner of the form, or a link somewhere that says “Exit.”
How to create a coupon form to grow your subscriber list
A thoughtful approach to coupon forms starts with clearly defining your offer and ends with ongoing optimization. Here’s how to start using coupon forms to grow your subscriber lists today:
Step 1: Define your coupon offer and strategy
Before building your form, determine your primary goal and select the specific incentive that will support that outcome.
If you’re trying to build your subscriber lists in a way that drives immediate revenue, for example, a discount is probably the best way to do that. But if you operate in an industry like skin care, where your product costs very little to make and you can sell it for a high price, a free gift with purchase might be a smart “coupon” alternative to a discount.
Step 2: Design and build your coupon form
Your form should be visually appealing and easy to fill out. Match the design to your website’s branding using consistent colors and fonts, and write a headline that clearly states the immediate benefit of signing up.
Compliance tip: To align with privacy regulations like the General Data Protection Regulation (GDPR) or California Consumer Privacy Act (CCPA), make sure your coupon form includes a clear consent checkbox and a link to your privacy policy. This helps subscribers understand how your brand will be using their data before they submit their information.
Step 3: Configure coupon codes and display triggers
This is a technical set-up step within your coupon form builder, involving:
- Code configuration: Choose static codes (e.g., "WELCOME10") for simplicity and ease of set-up, or unique codes to discourage sharing and track individual redemption.
- Display logic: You can display your form right when someone lands on your website, but you can also set triggers to display only after someone has spent a specific amount of time on a page, scrolled a certain amount of the content, or showed upon exit intent (when their mouse moves to close the window).
Step 4: Automate coupon delivery and integration
The moment a visitor submits their information is when they should receive their coupon. Waiting too long for a code creates a frustrating customer experience that may be difficult to come back from.
In your B2C CRM, make sure you’ve configured your welcome series to send the email or text containing the coupon code immediately after somebody submits their information on the coupon form.
Step 5: Launch, track, and optimize performance
Once your form is live, the work shifts from creation to analysis so you can improve results over time. Monitor the following key performance indicators (KPIs) regularly to understand whether your offer is clear and whether the form is appearing at helpful moments in the customer journey:
- Submission rate: the percentage of viewers who sign up
- Redemption rate: the percentage of subscribers who use the coupon
If submissions are low, test a new design or headline; if redemptions are low, your offer may need refinement to better prompt a purchase. You can also use AI to determine the best display time for your forms, then automatically set the winning version live.
Coupon forms can help turn casual browsers into engaged subscribers and more confident shoppers, laying the groundwork for ongoing connection.
Ready to grow your list and make it easier for new visitors to get started? Get started with Klaviyo coupon forms today.