Signup forms

Signup forms collect subscribers on your website. Each submission creates or updates a contact, can subscribe them to a list, and can start an automation. Open Audience → Forms in the sidebar to see your Signup Forms. Each form shows its target list, whether it’s active, its display type, and links to Edit, Responses, Embed (copies the code) and View public page.

Create a form

The Live Preview updates as you edit. Submitting from the preview is turned off.

Fields

Every field fills something on the contact, so every answer lands where you can use it: in segments, automations and merge tags. Add Field offers two kinds:

• Contact properties: first name, last name, phone, company, job title, address, address line 2, city, state / region, postcode and birthday. Each can be added once.
• Custom fields: the custom fields of your workspace. The input type follows the field’s type: a select custom field becomes a dropdown with that field’s options, a yes/no field a checkbox, a date field a date picker, a number field a text box that accepts numbers only. JSON fields can’t be collected by a form. Manage custom fields in the menu takes you to the custom fields page to create one.

Every form starts with an Email address field, which can’t be removed. For each field you add, you can change the label shown to the visitor and whether it’s Required. A text field can be a single line or a Text Area. You can reorder fields or remove them. Under each field, the editor shows the name its answer has in automation emails, for example {{ data.company }} for the Company property or {{ data.plan }} for a custom field with the key plan. It is also the name the form submits the answer under. A field that fills nothing on the contact is marked Not on the contact. Forms built before October 2026 can have them. Remove the field and add the property or custom field it was meant for; the form can’t be saved until then. Submissions already received keep the old answers under Responses.

Popup, slide-in and banner options

For any display type other than Embedded, you also set:

• Trigger: Time Delay (set Delay (seconds), for example 3), Scroll Percentage (how far down the page), Exit Intent (when the mouse leaves the window) or Manual. With Manual, open the form yourself by calling ICShowPopup["<form id>"]() in your page’s JavaScript.
• Position: where a slide-in appears (for example Bottom Right).
• Show Frequency: Always, Once (only once ever), Once per Session or Once per Day.
• Show Close Button, and for popups, Backdrop Close (clicking outside the popup closes it).

Click Preview Popup to try it out.

Put the form on your site

Click Copy Code in the editor, or Embed on the forms list, and paste the snippet into your page:

• Embedded forms use an <iframe> plus a short script that resizes the frame to fit the form. The frame shows the form only: no cookie banner, no analytics, no ad tag. Your site’s own cookie notice is the only one your visitors see.
• Popup, slide-in and banner forms use one <script src=".../popup.js" data-form-id="…"> tag. Put it before </body>.

View public page opens the form as a standalone page. You can link to that page directly. On an InstantCampaign landing page, paste the embedded snippet into an HTML block. The page resizes the form automatically.

What happens on submit

1. The contact is created, or matched by email. New contacts get the source form, and their timezone is detected from their IP address when it isn’t already known. Every other answer is written to the contact property or custom field its form field fills.
2. The contact is subscribed to the form’s Target List.
3. The submission is saved under Responses, and the consent is recorded.
4. Active automations with a Form Submission trigger for this form start. With double opt-in, a new signup enters them when they click the confirmation link. See Automation triggers.
5. If you have outbound webhooks set up, a form-submitted webhook is sent.

Double opt-in

When double opt-in is on for the workspace or for the target list, a new signup is added as Pending. They receive a confirmation email, and nothing else is sent to them until they click the link. Someone who is already a contact keeps their status. If they aren’t on the target list yet, their subscription to that list is Pending and they receive a confirmation email for it. Clicking the link makes that list subscription active and starts the automations for this form and for that list. It doesn’t confirm any other list they are waiting on; each form’s confirmation email confirms its own list. Until then, campaigns to that list don’t reach them. If they’re already on the list, nothing changes and no email is sent. Contacts who are unsubscribed, bounced or complained aren’t sent a confirmation email. To stop repeated submissions from flooding someone’s inbox, an existing contact is sent at most one confirmation email per list every 10 minutes, and at most 3 an hour. See Double opt-in.

Responses

Click Responses on a form to see its submissions. You can search them, open one to edit or delete it (Edit submission / Delete submission), and Export CSV. Deleting a submission doesn’t delete the contact.

Limits and troubleshooting

• “Too many submissions. Please wait before trying again.”: each visitor can submit a form 3 times per hour.
• Form not found or inactive: the form’s Active switch is off, or the form was deleted.
• Hidden spam trap: forms include a hidden field that people never see. Submissions that fill it in are quietly thrown away.
• Nothing arrives after a signup: with double opt-in on, the contact stays Pending until they confirm. Check their status on the contact page.

Quizzes, targeting and A/B tests

Forms can also be split into steps, ask quiz questions whose answers write to the contact, show a result after submitting, target popups by page, timing and visitor, and run A/B tests. See Quizzes, targeting and A/B tests.