There are many ways to learn more about your customers, but sometimes, the simplest and most effective approach is to ask them directly. You can add custom fields to your Signup Forms to collect preferences, birthdays, consent, or any data that helps you personalize campaigns and segment your audience.
In this article, you'll learn how to add custom form fields, tag subscribers, send notifications, and use Landing Pages to collect data outside your store.
Before You Begin
Omnisend offers several types of Signup Forms. This article covers built-in forms (Popup, Embedded, Landing Page).
For third-party form integrations, see the Integrations collection.
💡 Omnisend automatically captures location data (Country and City) from IP addresses. Learn more about location data.
Why Collect More Subscriber Data?
Collecting additional contact information helps you:
Personalize campaigns: Send birthday discounts, language-specific content, or product recommendations based on preferences.
Segment your audience: Target contacts by location, preferences, or custom properties for more relevant messaging.
Improve compliance: Capture GDPR or TCPA consent directly in the form.
Input Fields You Can Add
You can add additional input fields to your Signup Form to collect useful customer data.
Example: Multi-step Signup Form with different fields for contact data collection.
Email and SMS Opt-Ins
Configure your form to collect consent for one or both channels (Email and SMS), depending on the types of communication you plan to send.
Legal Consent for GDPR and TCPA
Ensure compliance by including a checkbox for GDPR (Europe) or TCPA (U.S.) consent.
Default Fields
Collect key customer details using input, dropdown, or date fields. Available default fields include:
First Name, Last Name, Gender
Birthdate, Address, Country, ZIP Code, State, City
Example use case: Add a Birthdate field to trigger Birthday Automation.
Custom Properties
Add custom fields to collect specific information based on your needs (e.g., product preferences, preferred language).
How to create a custom property:
In the form builder, add an Input or Dropdown field.
Set the field to Custom property.
Enter a property name (e.g., "Preferred Language") and values (if applicable).
💡 Tip: Use custom properties to segment and personalize. For example, collect "Preferred Language" to send campaigns in Spanish to Spanish-speaking contacts.
Customize Success Messages for New and Subscribed Contacts
You can show different success messages based on whether a contact is new or already subscribed.
How to configure:
In the form builder, go to Success or Subscribed in the bottom menu.
Edit the Success message (shown to first-time subscribers).
Edit the Subscribed message (shown to contacts who previously subscribed and are now updating their info).
When an existing customer submits the form, their profile updates with new information, but the Welcome automation is NOT triggered, unless you remove the "First subscription is true" filter.
Use Landing Pages to Collect Data Outside Your Store
Unlike other Signup Forms, the Landing Page form can be shared outside your store. You can add a link to your Landing Page in email messages, blog posts, or social media, giving customers a way to subscribe without visiting your store.
Use cases:
Add the Landing Page link to transactional emails, asking customers who didn't subscribe at checkout to provide their opt-in.
Capture GDPR or TCPA consent if your platform doesn't offer that option at checkout.
Share on social media (Instagram bio, Facebook posts, TikTok descriptions) to collect subscribers from your social audience.
💡 You can also collect information via the Subscriber Preference Center, but that link can only be placed in email footers. Landing Page links can be shared anywhere.
Identify Contacts with Unique Tags
You can assign one or more tags automatically to each contact who submits the form. Tags help you categorize contacts for future targeting and segmentation.
How to add tags:
In the form builder, go to Behavior settings → Audience → Tags.
Enter one or more tags (e.g., "Newsletter Signup", "Blog Subscriber").
Send Notifications After Form Submission
If you'd like to notify customers after they submit a form, you have two automation options:
Send a Welcome Automation to New Subscribers
Go to Automations → Create workflow → Select a Welcome template.
The pre-built automation comes with two trigger filters:
Subscription method is Signup Form ensures only contacts subscribing through your Signup Forms enter the automation (not checkout subscribers).
First subscription is true ensures only new subscribers receive the message.
You can also add a filter Form is and select your form title to target subscribers from a specific form.
Within the automation, you can use the collected data to send targeted communication using Conditional Splits.
For example, send messages in the language your customer prefers, or send updates on products the customer selected as a preference.
FAQ
What happens if a subscribed contact submits the form again?
Their profile updates with the new information, but the Welcome automation is NOT triggered (unless you remove the "First subscription is true" filter from the workflow).
Can I collect custom properties without an email or phone number?
No. Custom properties require an identifier (email or phone) to save to the Contact profile. Make sure you collect the email or phone number in the same form step.
Why isn't my custom property saving?
Ensure the contact submitted an email or phone number. Custom properties won't save without an identifier in the Contact profile.
Can I use collected data in campaigns?
Yes! Use personalization tags to include custom properties (like preferred language or product preferences) in your email or SMS campaigns.
If you still have questions or need assistance, please get in touch with us at [email protected] or via in-app chat.