How to Connect Your Email Marketing to your Website

There’s a common misconception that your website “does everything.” In reality, your website is more like a beautifully organized hub that connects many moving parts of your business. Your CRM, your checkout tool, your scheduling system, and your email marketing software all work together behind the scenes.

Today we’re focusing on one of the most common things I ask for during a project: the code for your email opt-in form (for your newsletter or lead magnet/freebie). If you haven’t created a lead magnet yet, here is a helpful guide.

Before we start: email marketing is not the same as sending emails from your inbox

This part is important because a lot of people understandably get these pieces mixed up. Your regular inbox (like hello@yourbusiness.com or your business Gmail, Outlook, etc.) is designed for one-to-one communication. You send an email to one person or a small group and that’s where it works best.

It is also worth noting that CRMs (like HoneyBook, Dubsado, or 17hats) are not email marketing platforms either. CRMs are designed for one-to-one communication with your actual clients, not for sending bulk newsletters or automated marketing emails.

Email marketing platforms (like Flodesk, MailerLite, ConvertKit, and others) are built for one-to-many communication. They send newsletters, welcome sequences, automated follow ups, and they track how those emails perform. Because of spam laws and deliverability rules, these types of emails cannot be sent from your regular inbox. They must come from an official email marketing system.

Website visitors join your email marketing email list by filling out an opt in form that connects directly to your email marketing platform. Today we’re focusing on the two ways you can set that up, so people can safely and legally sign up for your newsletter or receive your lead magnet.

Option 1: Connect through your email marketing platform

This is the option I recommend. You’ll create an opt in form inside your email marketing platform, and then I place that form into your website. To do that, I need a specific type of code called inline or embed code. Here’s what I need from you to make sure it looks beautiful on your site.

Creating your form

• Your form should include only three fields: first name, last name, and email.
• Nothing else
• No photos
• No logos
• No heading text
• Don’t add the name of your newsletter

I’ll take care of the layout and styling on your actual website so everything stays cohesive with your brand. Make sure your form is on brand. Inside your email marketing platform, you’ll typically be able to customize a few visual details. 

When you do:

• Use your brand colors
• Make sure the button uses one of your brand colors
• Use a short, clear call to action like “Join now” or “Sign up”
• Your button text should be ALL CAPS (trust me on this)
•  Ensure good contrast on the button, meaning light text on a dark button or dark text on a light button
• And this one is super important: Change the background of the form to transparent so it blends seamlessly into your website 

If you’re unsure how to customize your form, you can Google “customizing opt in forms for [your platform name]” and you’ll usually find a step by step tutorial.

Example of what this form should look like:

If the code you send over isn’t the right kind or if the form looks a little goofy once I test it, I’ll let you know and guide you on what to update.

Sharing your form

After you create your form, look for a button labeled “Share” or something similar. From there, you should see different ways to share the form. I am looking for the embed code. It usually looks like a small block of code similar to the example below.

If you are not sure where to find the embed code inside your platform, you can always Google “[platform name] how to find inline embed code for opt in form”.

You’ll send a separate set of codes for each form you want on your website. One for your email newsletter sign up and another for your freebie or lead magnet.

A helpful note
Flodesk (and possibly other platforms) requires two pieces of code for every form: a header code and an inline code. I need both. 

Flodesk (and possible other platforms) also generates a very long block of AI style instructions. Please do not send those to me. They only clutter things up.

Just send the two code snippets themselves. Paste them into Asana (the project management tool I use with clients) and I will take it from there.

Option 2: Use a simple custom form

If you’re not using an email marketing platform yet and don’t want to set one up right now, I can create a simple sign up form directly on your website. When someone joins, their name and email land in your inbox, and you can keep a simple Google Sheets spreadsheet of your subscribers. Later, once you choose an email marketing platform, you can import your list. It’s an easy, low tech way to start building your audience without needing to learn new software.

And here’s why this matters. Not everyone who visits your website will be ready to work with you right away. A sign up form gives them a way to stay connected so you can follow up in the future. Capturing interested leads means you’re not losing touch with the people who are curious about your work but simply aren’t ready yet.

If you’re choosing this option, just let me know via Asana (the project management tool I use with clients) and I’ll take it from there.

What I need from you

If you’re using an email marketing platform, send me the inline embed code via your Asana task.
If you want a simple custom form instead, just let me know in your Asana task.

Your website and email, officially friends

Connecting your email marketing to your website does not need to feel technical or overwhelming. You don’t need to understand code. You just need to know exactly what to send me, and now you do.

Once I have the correct code, I’ll make sure everything looks beautiful and works seamlessly on your site. And if you ever feel unsure, ask anytime. I’m always happy to help.