The Anatomy of an Email Sign-up Thank You Page, Revisited

The Anatomy of an Email Sign-up Thank You Page, Revisited

By on Jan 5, 2022


As I started writing this post, it felt eerily familiar. I looked back through the archives and found that I’d written a post of the same title back in 2012! While the examples are outdated, most of the information in that post is still relevant. Take a moment to read it – I’ll wait.

Today’s post shares data from an organization that has seen some awesome results after following some of the best practices for their email sign-up thank you page. When IndyHumane redesigned their website, they incorporated an omnipresent, highly-visible email sign-up box just above their page footer:

This form is beautifully simple in that it only requires the constituent’s email address, which is enough data to start a conversation, but why not take it further? You know that giddy, excited feeling you get when you first meet someone you like? That’s akin to how your brand-new email subscribers feel. They’re excited they found you and eager to learn more and share more. As such, Blackbaud recommended that IndyHumane follow-up with a survey to collect the subscribers’ names and other important data. Here is a screenshot of that page:



Two months after this new form went live, I ran a quick check on their data to see how many subscribers had completed the second form. I was amazed to discover that 86% of email subscribers completed the second form! From a cursory look at the data, almost all of those form completions included some additional contact information and/or Interest data. This additional step and the data collected from it can help IndyHumane (and you!) develop deeper relationships with these new subscribers and tailor communications based on constituents’ interests.

What does your Email Sign-up thank you page look like? Are you taking advantage of this moment of peak interest and giddiness to learn more about your subscribers? I’d love to hear your results and ideas!


Lacey Kruger, principal information architect for Blackbaud, designs online properties for nonprofits that delight and inspire. Whether a full scale website, a campaign site or a peer to peer fundraising site, Lacey guides clients through a research-based and user-centered approach to design. In her 15+ years at Blackbaud, she has developed a deep understanding of nonprofit web presences. That knowledge, along with her years of experience in information design, have established her as an industry expert.

Lacey has written a Blackbaud eBook, “A Guide to the Nonprofit Web Design Process” and her article, “Designing Nonprofit Experiences: Building a UX Toolkit” was published in User Experience magazine. She has presented at industry conferences including bbcon, IA Summit and BIG Design.

Comments (1)

  • Michael R says:

    More detailed info captured at a second form is a great idea, and enables you to get quick signups and good data.

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